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Bentley Inspirator

A next generation car configurator app, powered by your emotions.

Design Lead, UX Architect
Bentley Motors
VML London

Press coverage:
Bentley Inspirator has been featured in Bloomberg, AdWeek, The Verge, WIRED, Popular Science and LSN Global.

Bentley Inspirator won in the 'Mobile' category at the 2016 BIMA Awards, norminated in two further categories.
The app was also commended in the 'Use of Mobile', 'UX/Usability' and 'Technical Innovation' categories, and nominated for 'Automotive' at the Drum's 2016 DADI Awards.

During the discovery phase, I conceived and developed the idea of emotional response driving the configuration process to produce a completely bespoke Bentley.

The core function of the app sits inside the Inspirator experience, an emotive brand film whereby the narrative changes depending on the subtle reactions of the user.

Based on the user’s reactions through the brand film, the app presents a Bentayga personalised to their individual preferences.

The user can explore their personalised car through magazine-like experience, detailing the touchpoints upon which their configuration is based.

Users can also learn about Bentley’s history in other sections of the app, and find out more about the features and specs of the Bentayga.

 I was on set for the shoot of the brand film.

Case study:

Sam Bathe, Art Director & Interactive Designer