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CUPRA

CUPRA's website and app are strategic business tools, not marketing assets. Leading UX for both platforms, across 10 markets, as a external provider at Dentsu.

Automotive industry Web & App Multi-market
RoleHead of UX
PeriodJune 2026 — Present
TeamLeading a team of 10 designers
ScopeWeb · App · CRO · Content
MarketsSpain, UK, Germany, Ireland, France + 5 more
Starting point

A web and app ecosystem driving the business forward.

CUPRA's website construct perception, guides the decision and generates leads for the dealer network. The app is meant to become the brand's loyalty engine. Leading design for both, across 10 markets.

Every decision has to be supported by data, every pattern has to scale across markets with different regulations, and everything shipped for CUPRA gets adapted for SEAT.

What the role covers

End-to-end journey: discovery, configuration, financing, dealer contact, and after the sale, the app that runs the car

10 markets: UX led for five core markets, combined with CRO and content data, extended to five more

Two objectives, one team: a website built to convert, an app built to retain

Two brands: every CUPRA pattern also ships adapted for SEAT

Image 1

CUPRA web and MY CUPRA App

Check out here: www.cupra.com
⭐
4.6 App Store
4.2 Google Play
MY CUPRA App rating
App Store Google Play
How we worked

From brand discovery to loyal owner, one journey.

The customer journey doesn't stop at the sale, and neither does the design: research that sets direction, a web journey built to convert, an app built to keep the relationship going.

01 2026 →
Discovery
Research across markets

UX proposals led for five core markets: Spain, UK, Germany, Ireland, France. Combined with CRO and content data, then extended into a shared baseline across all ten.

Outcome
10 markets
one shared UX baseline, from 5 core markets to full rollout
DiscoveryCRO
02 2026 →
Conversion
The pre-purchase journey

Discovery, configuration, financing, dealer contact. Every step measured against one question: does this move the user toward a qualified lead?

Outcome
6M+ monthly visits
to CUPRA's website, feeding the dealer network
ConfiguratorFinancing
03 2026 →
Retention
The app after the sale

Once someone becomes an owner, the app takes over: car control, consumption, events, service bookings. The ambition: CUPRA's main channel to the customer.

Outcome
Loyalty engine
the app's positioning as CUPRA's primary B2C channel
AppRetention
Solution

3 jobs to do.

The website works as a strategic piece of the business, not a brochure. Every design decision on it answers to one of three objectives.

Three objectives

Generate qualified leads: turn interest into leads the dealer network can act on

Power aftersales: promote accessories, maintenance and services that extend the owner relationship

Reinforce brand positioning: build notoriety and brand value on every visit

Image 7

The pre-purchase journey: discovery, configurator, financing, dealer contact

Results

Two brands, ten markets, one design team.

6M+

Monthly visits
to CUPRA's website

3M+

Monthly visits
to SEAT's website

35

People
on Dentsu's CUPRA design team

10

Markets
from 5 core to full rollout

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Marina López Hernando Back to portfolio