Overview

UX, UI & Prototype

More than just a new look, the redesign transformed how customers experienced Bentley online – delivering a seamless digital experience, a reimagined model configurator and a personalised sales journey that deepened engagement from discovery through to delivery.

Objectives

Elevate the digital brand

Translate Bentley's refreshed identity into a distinctive digital experience that retained the marque's heritage while appealing to changing customer demographics, tastes and expectations.

Support the customer journey

Make it easier for customers to explore the range, understand model differences and find the information they needed—wherever they entered the website and however close they were to making a decision.

Generate qualified enquiries

Create clearer routes from inspiration to action, helping interested customers find a retailer, request information, arrange a test drive or begin configuring a vehicle.

Key insights

Luxury e-commerce

The brand required a premium feel, but users also needed practical information fast – model differences, features, specifications, availability, and next-step actions. The experience couldn't behave like a brand film when users are trying to make a considered purchase decision.

Landing pages

Users don't move neatly from homepage to model pages to enquiry. Many were entering deep in the journey through search, campaign links, or specific vehicle pages, so every key page needed to work as a strong landing page in its own right.

Personalisation

A global automotive site needs one clear design system, but local markets often have different content priorities, regulatory needs, CTAs, and ownership journeys. The solution had to balance central brand control with enough flexibility for regional variation.

01

Reaching a new generation

The redesign established a contemporary new digital expression for Bentley, reflecting its refreshed identity while appealing to new markets and changing customer preferences.

02

A more intuitive configurator

The redesigned model configurator made it easier and more engaging for customers to explore options, compare features and create a Bentley tailored to their individual tastes.

03

A more connected sales journey

A new Enquire to Buy portal introduced live chat, connecting prospective customers directly with Bentley representatives. This provided a more immediate route to support and more qualified enquiries.

04

An enhanced ownership journey

A new build progress experience kept customers informed and connected as their Bentley was created, extending the digital journey from purchase through to delivery.

Bentley Motors