Case Study Lucid Motors CX Strategy

Lucid Motors CX Portal

An exclusive customer experience for a high-commitment luxury EV purchase — reframing a website redesign as an ownership relationship, from first product story to vehicle start-up.

Outcome35% increase in pre-order conversion, 2× time spent in high-intent experiences, and a ~20-point NPS advantage over 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
Scope
CX Strategy → Journey → Product Design
Status
Launched

The Challenge

Lucid was entering the luxury electric-vehicle market with an ambitious promise: to create vehicles without compromise. Its flagship Lucid Air — named MotorTrend's Car of the Year — paired advanced engineering, refined design, and category-leading performance. The customer experience needed to express that same level of ambition.

But purchasing a luxury vehicle is a high-consideration decision, and purchasing one from a new automotive brand introduces additional questions — quality, service, charging, delivery, long-term support, and the realities of EV ownership. The digital experience had to do many things at once, and customers experience none of them as the separate organizational functions they'd been built as. To them, it is one relationship with Lucid. Our challenge was to design it accordingly.

  • Communicate a technical product without overwhelming
  • Translate engineering into customer benefit
  • Build confidence in a new brand
  • Support a long, non-linear decision
  • Make configuration & pre-order feel premium
  • Connect marketing, commerce, delivery & ownership
Digital flagship — discovery & search
Configurator — design your Air
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.
Ownership dashboard — pre-delivery
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.
Product, story & ownership — on mobile
Editorial gallery — brand & product 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.
The designed system — selected pages across the lifecycle

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
approximate NPS advantage over relevant automotive benchmarks
30%
reduction in ordering-related customer-support inquiries
  • Stronger product storytelling and a clearer reservation journey moved more customers from consideration to commitment.
  • Customers didn't just browse longer — they spent more time evaluating the product's most important differentiators.
  • Post-purchase, customers frequently described the transition from digital exploration to physical ownership as seamless and premium.
  • The launch reinforced Lucid's position as a design- and technology-led EV brand — a distinctive alternative to both established manufacturers and newer EV competitors.
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