aston martin connected app
Aston Martin, a brand synonymous with luxury, sophistication, and cutting-edge engineering, lacked a seamless digital experience that allowed vehicle owners to interact remotely with their cars. While the vehicles offered unmatched performance, owners did not have the convenience of a connected app that reflected the brand’s premium quality.
As the Lead UX/UI Designer, I was tasked to create Aston Martin’s first-ever connected app to enable users to monitor and interact with their cars. This was a design challenge and a strategic endeavour to elevate the brand in the connected automotive landscape.
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Defined the vision and strategic phases for the app.
Prioritised features for phased releases based on user research.
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Conducted interviews and surveys to inform the roadmap and design.
Analysed market trends and competitive apps.
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Created wireframes, prototypes, and high-fidelity visuals.
Delivered a sleek, brand-aligned interface with intuitive navigation.
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Partnered with developers to ensure technical alignment.
Led usability testing sessions, iterating on feedback.
The Challenge
Aston Martin faced a gap in delivering a digital experience befitting its brand ethos. Owners lacked a way to interact seamlessly with their vehicles from their mobile devices. The challenge lay in designing an app that:
Defining the digital vision: Setting a clear strategy and roadmap to ensure the app would meet user expectations and business goals.
User-centered design: Developing features that cater to owner needs while maintaining simplicity like remote start, lock, and vehicle monitoring.
Brand integrity: Ensuring the app embodies Aston Martin's premium quality.
Differentiated experience: Inspiring brand loyalty and user engagement.
MVP Design and build in 48 Sprints
Project Members:30+
Product owner:1
Function owners:12
Project managers:2
IOS team:4
Android team:5
BFF team:6
Brand Team:3
Design Team
Lead UX/UI (My self-Full Time)
1 Senior UX designer (Part-time 30%)
1 Senior UI Designer (Part-time 15%)
1 Mid-weight UX/UI designer (Part-time 32%)
2 Researchers (Part-time 58%)
2 User Testers

Strategic Approach
Building the Strategy
To establish a strong foundation, I collaborated with stakeholders to define the product’s direction:
Vision: Create an app that combines functionality, elegance, and engagement, reinforcing Aston Martin’s reputation for excellence.
Roadmap: Prioritised features in phased releases, balancing technical feasibility with user impact.
Strategic Phases:
To establish a strong foundation, I collaborated with stakeholders to define the product’s direction:
MVP Delivery: Remote control features (lock/unlock, start, and status monitoring).
Enhanced Features: Customisation options, including climate and seat preferences.
Engagement Layer: Driving insights and gamification to increase retention.
Intensity.Driven
Exploring & Planning
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The discovery workshop brought together key stakeholders, including product owners, product managers, developers, and AML R&D to align on the project’s vision.
Through collaborative brainstorming sessions, we explored the business goals, vision, and key performance indicators (KPIs) for the connected car app.
We also identified challenges, opportunities, and constraints, ensuring a unified understanding of the project scope and objectives to guide the design process.
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Desktop Research:
We explored market trends, user behaviors, and emerging technologies in the automotive and connected car sectors. Competitor apps were analysed to identify strengths, gaps, and opportunities for improvement.User Testing and Interviews:
Real-time feedback on prototype iterations was gathered using UserTesting.com, reaching a diverse user base. In-depth video interviews with Aston Martin owners provided valuable qualitative insights into their needs, expectations, and pain points. -
Market Positioning:
We examined the features and user experiences of competitor connected car apps, identifying unique selling points and areas where Aston Martin could differentiate itself in the market.SWOT Analysis:
A thorough SWOT analysis was conducted to assess internal strengths and weaknesses, as well as external opportunities and threats. This informed our design decisions, helping us leverage strengths and address weaknesses. -
Persona Development:
We created detailed user personas based on demographic data, behaviours, and preferences gathered during user research. These personas highlighted user goals, pain points, and preferred interaction styles.Persona Validation:
The personas were shared with stakeholders for validation to ensure alignment with their understanding of the target audience. They were a reference point throughout the design process to maintain a user-centric approach. -
Stakeholder Alignment:
I facilitated workshops and meetings to align the design strategy with business objectives, ensuring the identified MVP requirements were feasible within the project’s constraints.Validation and Iteration:
We validated the strategy and MVP requirements through prototypes and stakeholder feedback, then adjusted the design direction based on evolving insights and changing business priorities. -
Feature Prioritisation:
I collaborated with stakeholders to prioritise features based on user needs, technical feasibility, and strategic importance. A roadmap was developed to outline the phased implementation of features and functionalities.Post-MVP Planning:
The roadmap was extended to include post-MVP features and enhancements, considering scalability, user adoption, and emerging technologies for future phases of the app. -
continuous Feedback Loops:
Implemented regular user testing sessions to gather feedback on design iterations.
Adjusted the design based on insights from real users to enhance usability and overall experience.
Usability Metrics:
Tracked usability metrics, such as task completion rates and time on task, to quantify the success of design decisions.
Used analytics to identify pain points and areas for improvement.
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Wireframes and Prototypes:
The design process began with low-fidelity wireframes to conceptualise layout and interactions. High-fidelity prototypes were then developed for user testing, incorporating visual and interaction design elements.Flexibility and Adaptability:
The design remained flexible to incorporate feedback and insights gained during the iterative process. User needs were prioritised over rigid design decisions, fostering an adaptive and user-centric approach.
Creating the Aston Martin connected car app combined automotive luxury with digital innovation. As the UX/UI Design Lead, I started with a discovery workshop to align design goals with business objectives and explore user needs.
In the research and planning phase, we gathered insights from Aston Martin owners, analysed competitors, and developed a strategy. Through workshops and refining the MVP, we aimed to exceed user expectations while staying true to the brand.
Research & Insights
Through a mix of qualitative and quantitative methods, I uncovered key user needs:
Owner interviews: Spoke with 15 Aston Martin owners to understand expectations for vehicle connectivity and the level of sophistication they desired in the app.
Surveys: A broader survey of luxury vehicle owners provided insights on pain points and desired functionalities such as remote diagnostics, vehicle status updates, and remote control capabilities.
Market analysis: By evaluating apps from both luxury car brands and other industries with high-end user expectations (e.g., smart home technology), we identified the key attributes that could set Aston Martin’s app apart while keeping it simple, intuitive, and stylish.
Insights
Desire for remote vehicle control: Users wanted to remotely monitor and control key vehicle functions such as locking/unlocking, setting climate control, and checking battery status.
Need for seamless integration: Owners expected the app to integrate effortlessly with their lifestyle, providing features that extended beyond the vehicle itself, such as personalised recommendations for service and maintenance.
Emphasis on simplicity and elegance: As a luxury brand, Aston Martin users valued an intuitive, polished, and distraction-free interface that was easy to navigate, yet sophisticated.

Design Process & Iterations
With a clear understanding of the target users and their needs, the design process began with ideation and low-fidelity wireframes. This allowed the team to quickly visualise the user flows and layout of the app.
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Early wireframes were developed to explore key features such as remote control, vehicle status updates, and maintenance scheduling.
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Low-fidelity prototypes were created and tested internally to ensure that the interactions were smooth and intuitive. Feedback from stakeholders was collected to refine the designs further.
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A key part of the iterative process involved user testing with a select group of customers. The feedback helped identify areas for improvement, particularly around simplifying the navigation and ensuring that key features were easily accessible.
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After several rounds of iteration, high-fidelity mockups were produced, focusing on creating a visually striking app that aligned with Aston Martin’s brand identity. The design embraced a sleek, minimalistic aesthetic with high contrast and subtle animations to convey a sense of elegance and refinement.
Collaboration & Strategy
I worked closely with product owners, managers, engineers, and key stakeholders throughout the process. We held regular workshops to align features, discuss technical constraints, and refine the product roadmap.
Strategic planning: We defined a product roadmap that prioritised high-value features like remote control and real-time vehicle tracking while also considering long-term updates like integrating smart home systems.
User-Centric Focus: As part of the strategy, I ensured that the app's design and features were continuously aligned with user feedback. This helped ensure that the product was not only functional but also delivered a truly premium experience.
Working with Engineers: Ensuring the app’s design was feasible and would integrate smoothly with vehicle systems required constant communication with the development team. I supported them by providing detailed specifications and ensuring the design was scalable and adaptable to future updates.
Stakeholders: Regular workshops with stakeholders ensured that we maintained alignment with Aston Martin’s brand identity and that the app would meet high standards for user experience and security.
user flows & wireframes
I designed detailed user flows for the Aston Martin Connected App, mapping interactions like remote vehicle controls and diagnostics to ensure an intuitive experience. These flows simplified tasks such as locking the car and accessing health data.
Wireframes were then developed to refine the layout and functionality, prioritising key features like remote controls and diagnostic dashboards. Aligned with Aston Martin’s luxury brand, they guided stakeholder discussions and development, ensuring a seamless and user-friendly interface.
A user-Centric Testing Methodology
Developing Narratives to Uncover Behavioural and Psychological Insights
My testing approach goes beyond conventional methods, immersing itself in the entirety of the user story. It’s not just about completing tasks but understanding the user's journey holistically, examining both behaviours and the psychological attitudes that drive them.
Testing the Stolen Vehicle Tracking Feature
In my effort to refine the user experience of the Stolen Vehicle Tracking feature, I have conducted a comprehensive UX test. This report highlights the invaluable insights gained during the process, focusing on the organisation and perception of key functionalities—Transport mode, Service mode, and Drive tags—within the feature.
I have also explored users’ cognitive processes to understand how they mentally associate these features with other app elements and how they prefer to articulate these concepts.
Methodologies Employed:
The study utilised card sorting and prototype testing to gather actionable user feedback. In card sorting, participants grouped virtual cards representing app features, while prototype testing involved interaction with four distinct versions of the Stolen Vehicle Tracking feature. These methods aimed to uncover user preferences, mental associations, and challenges in the feature's organisation and usability.
Key Objectives:
Explore user preferences for organising key features.
Understand users’ mental associations with these features.
Identify any challenging elements in the user journey.
Capture user preferences for terminology associated with these features.
Data Collection:
Feedback was gathered through participants' actions during card sorting, their decisions, and their interactions with the prototypes. This comprehensive approach aimed to generate valuable insights to inform future UX improvements.
Test Highlights:
Users found it awkward to have Transport and Service modes within the Stolen Vehicle Tracking feature, as they instinctively searched for these modes under "Remote Vehicle Controls or modes" highlighting a navigational issue.
Participants preferred grouping safety and security features separately. "Safety" was linked to user well-being, while "security" was associated with vehicle protection. Naming conventions greatly influenced how users perceived and grouped the features.
Prototype Summaries:
Prototype 01: Users struggled to locate Transport mode, expressing confusion about its placement within the Stolen Vehicle Tracking section.
Prototype 02: Separating Valet mode and Service mode caused frustration, as users had difficulty locating both functionalities.
Prototype 03: Users continued to face challenges with Transport mode placement, and frustration persisted with the separate grouping of Valet mode.
Prototype 04: Grouping all functionalities under "Manage" proved highly effective, reducing cognitive load and increasing user satisfaction.
Conclusion
The insights and recommendations from this user-centred exploration have been crucial in refining the Stolen Vehicle Tracking feature. The feedback from participants has been invaluable and has played a significant role in shaping the development of the app. This study highlights the importance of clear terminology, thoughtful feature grouping, and a seamless, intuitive organisation to ensure the app effectively meets user expectations.
Brand Gap Analysis and UI Exploration
To ensure optimal usability in our user interface solution, we conducted a gap analysis of the initial style guide provided, comparing it against AML's main guides and other provided elements. We then explored hundreds of design solutions for each individual element and screen. These discussions allowed us to gather feedback from a diverse group of stakeholders, leading to improvements in the user interface options and ensuring comprehensive coverage, all while maintaining adherence to AML standards.
100s of UI options
I generated a wide range of UI options, exploring various design possibilities. From this extensive selection, we carefully narrowed it down to the top five options.
These designs were then subjected to rigorous testing, with feedback sessions involving stakeholders and Aston Martin owners.
This iterative testing process allowed us to refine and optimise the user interface, ensuring that the final design met stakeholder expectations while aligning with the preferences of the esteemed Aston Martin owner community.
The issue
The application of brand guidelines on the Human-Machine Interface (HMI) guide provided was inconsistent with those on the website guide, with noticeable differences in styles and the use of design elements.
To avoid further UI issues when creating the app guide, we identified the need to align the HMI more closely with the established brand guidelines inoirder to create a centered guide for the digital experience. This alignment was essential to ensure a consistent and cohesive visual experience across all platforms.
Filling the gap
To address the issue, we organised a comprehensive workshop with the brand, HMI, and website teams. The main objective was to work together to bridge the existing gap and develop a clear roadmap for unifying the UI across all platforms.
By bringing these teams together, we focused on establishing a consistent visual language, with the app as the central point for this unification process.
This collaborative approach ensured that insights from each team were considered, resulting in a cohesive, unified user interface across all brand touchpoints.
Design System
Building on the insights from the gap analysis and the outcomes of our UI workshops, we began developing a comprehensive design system. This crucial step aimed to align user interface elements across different platforms and resolve any discrepancies identified during the analysis. The design system became the foundational framework, incorporating the best practices and preferences from our workshops and analysis. This approach ensured a unified visual language, promoting consistency and coherence in the Aston Martin brand experience across various touchpoints. As we developed the design system, our focus was on capturing the essence of the brand and translating it into a cohesive design language that would resonate with both users and stakeholders.
Elements / Design Palette, type styles, chips, icons, design principles, tone of voice, fields, design guidelines.
Compounds
Groups of elements that form reusable components e.g. buttons, forms, nav styles, toggles, tabs.
Structures
Combinations of compounds that enable info or actions e.g. lists styles, nav, menus, modules.
App Animation
App videography
App photography






Final Design & Impact
The completed app delivered a seamless, luxurious experience that reflected the performance and elegance of Aston Martin’s vehicles. Key features included:
Remote vehicle control: Users can lock/unlock their car, start the engine, and adjust climate settings from their phone.
Real-time vehicle status updates: The app provided critical vehicle health information, such as tyre pressure, fuel levels, and maintenance needs.
Personalised recommendations: Based on vehicle data, the app offered tips, service recommendations, and updates tailored to the user’s needs & habits.
After launch, the app showed strong engagement with key metrics indicating high user satisfaction and increased feature adoption. Within three months:
Increased engagement compared to expectation: Users spent an average of 20 minutes per session, a significant improvement over initial expectations.
Feature adoption: Core features such as vehicle diagnostics and remote control saw adoption rates of 40% within the first three months post-launch.
64.7% of users interacted with the remote control feature regularly.
Reflection & Learnings
This project was a pivotal moment in the intersection of automotive design and digital innovation. Reflecting on the experience, I gained several insights:
The importance of blending luxury with usability: Designing for a high-end brand like Aston Martin requires not only functional design but also attention to detail in creating an elegant and seamless experience.
Iterative design: Constant user testing and feedback ensured we stayed aligned with users’ needs and refined the design before launch.
Collaboration drives success: Close coordination with cross-functional teams ensured that the app met both user needs and business goals, resulting in a product that was both functional and aligned with the brand’s values.
Looking ahead, future iterations of the app could incorporate more features, such as integration with smart home devices or voice-controlled commands, creating an even more connected experience for Aston Martin owners.