Subaru Online Car E-commerce Journey

As a major new project for Summit Media, I was brought in to head up the UX and research journey for Subaru’s e-commerce platform. This journey was from first contact through to a final car sale. By the end of the contract I handed over a full prototype built in Axure RP based on in depth research and close partnership with the clients Inchcape and Subaru.

Note that this is not a visual design excessive, but instead a journey that simply uses their current branding and UI design.

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Fintech ISA User Journey Product Design

I was tasked with improving the user journey for setting up an ISA. With only two weeks to present a solution, I had to quickly research, create a candidate and then test the candidate.

The following design is an attempt at showing how a simple HELLO on a simple background can ease the user into the form. This is a first draft where I did the design as well as the product design solution because the visual design, language and animation form the backbone of the solution.


The solution to the form was not to break it up into separate pages, but instead keep it on a single page since users wanted to scroll up and down. The digital product design used friendly language and animation to ask questions which would build the summary page as it went. The language and animation were key.

Sample Animation

Below are further iterations on the solution.




Digital Product Designer

My name is Nikolai Bird and I am a Digital Product Designer with a load of experience working mostly in and around London.

Currently I amĀ  UX Lead at Smart Pension where I do digital product design.