Lucid Motors Customer Experience Platform

One connected decision-and-ownership platform for a new luxury EV brand—from first product discovery through configuration, reservation, delivery, and ownership.

Outcome35% higher pre-order conversion, 2× time in high-intent experiences, 30% fewer ordering-related support inquiries, and an approximately 20-point NPS advantage over relevant automotive benchmarks in the first three months after launch.

Interior of the Lucid Air, a driver at the wheel beside the curved cockpit display, cabin bathed in evening light, conveying refined luxury and precision.
Role
Lead Product & Experience Designer
Agency
Hero Digital + HUGE
Client
Lucid Motors
Period
2023–2024
Scope
Product Strategy → Journey Architecture → Experience Design
Status
Launched

Product Problem

Lucid was asking customers to make a high-value decision about both an unfamiliar automotive brand and a new model of EV ownership. Its engineering and design created desire, but commitment depended on answering practical questions about range, charging, pricing, service, delivery, and long-term support.

Those answers lived across separate marketing, commerce, account, retail, delivery, and service systems. Customers experienced none of those organizational boundaries; they experienced one relationship with Lucid. Any break between inspiration, validation, reservation, and delivery could weaken trust at the moment it mattered most.

  • Translate engineering differentiation into customer value
  • Preserve aspiration while making complex decisions legible
  • Support a long, non-linear path to commitment
  • Make pricing, reservation, and next steps explicit
  • Continue building confidence after conversion
  • Scale across models, markets, and ownership services

Product Strategy

We reframed the brief from a website redesign into a relationship platform. A six-stage product model—Discover, Understand, Believe, Configure, Commit, Belong—connected product storytelling, commerce, accounts, delivery, support, and ownership around the decisions customers needed to make.

The central product bet was that luxury and clarity could reinforce each other. Progressive evidence would preserve emotion while helping customers validate the vehicle, understand the investment, commit with confidence, and remain supported while waiting for delivery.

Decision 1 — Build confidence with progressive product evidence
Decision 2 — Make configuration the bridge from desire to investment
The Lucid ownership dashboard on a laptop, an owner's account with cards for adding a driver, scheduling service, syncing a phone with the car, and setting up home charging.
Decision 3 — Turn the wait after reservation into guided pre-ownership
A mobile 'Story of Your Build' screen, 'Obsessed with Efficiency', narrating production at Lucid's AMP-1 factory alongside a configurator interaction. Mobile views of the Lucid experience, ownership cards for adding a driver and scheduling service, an accessories store, and a sustainability story. Mobile views of the Lucid app, trip planning and charging map, live vehicle status at 82%, and scheduling a service.
Decision 4 — Carry context across product, story, and ownership on mobile
Decision 5 — Translate engineering into customer value through editorial storytelling
A collage of designed Lucid pages, the ownership home, Lucid Care service, over-the-air updates, roadside and mobile service, the Lucid app, local dealer and studio, related content areas, the accessories store, and the payment flow.
System evidence — One experience architecture across the ownership lifecycle
Lucid portal architecture, a user-type taxonomy of ten technical indicators, three user types—non-ownership, pre-ownership, and ownership—and information-architecture wireframes for each dashboard state.
Product model — Customer state drives the portal experience before and after delivery

Outcomes

35%
increase in pre-order conversion in the first three months after launch
2×
time spent in high-intent experiences, configurator and sustainability content
+20 NPS
~20 points above the U.S. automotive benchmark average (18.1 in 2022, Qualtrics XM Institute)
30%
reduction in ordering-related customer-support inquiries
  • Customers could move from inspiration to commitment with less ambiguity, contributing to a 35% increase in pre-order conversion.
  • Time doubled in the configurator and sustainability content—the experiences where customers evaluated Lucid's most important differentiators.
  • Clearer ordering expectations and connected account guidance reduced ordering-related support inquiries by 30%.
  • The experience extended the premium promise beyond visual expression into an operating model for conversion, delivery readiness, and ownership confidence.
Read the full case study
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