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CUPRA

CUPRA's website and app are strategic business tools, not marketing assets.
I lead the UX team across both platforms and 10+ markets, as a external provider at Dentsu.
A car brand owned by Spanish car manufacturer SEAT, part of Volkswagen Group.

Automotive industry Web & App Multi-market
RoleHead of UX
PeriodJune 2026 — Present
TeamLeading a team of 11 designers
ScopeWeb · App · CRO · Content
MarketsSpain, UK, Germany, Ireland, France + 5 more
Starting point

A digital ecosystem driving the business

The website builds perception and feeds the dealer network, the app keeps the relationship alive. I lead the UX team across both platforms.

Every decision needs to be backed by data, both quantitative and qualitative. Every pattern needs to scale across markets, which adds a significant layer of complexity. And everything we build for CUPRA is also adapted for SEAT, the group’s second brand.

What the role covers

Lead UX across CUPRA’s website and MY CUPRA app, covering the end-to-end customer journey from discovery and configuration to financing, dealer contact and post-purchase ownership.

Guide and mentor 11 designers setting direction, priorities and design quality across both platforms.

Connect UX, Research, CRO and Content, turning insights and opportunities into coherent design decisions across a website focused on conversion and an app focused on retention.

Scale UX across two brands driving Design System adoption and extending CUPRA solutions to SEAT, the second brand within the Volkswagen Group.

Image 1

CUPRA web and MY CUPRA App

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

From brand discovery to loyal owner

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 →
Discovery
Understanding first

The Dentsu team includes 12 researchers and 4 CRO specialists, providing quantitative and qualitative insights to help us stay aligned with user needs and pain points. These insights are the starting point for the UX team.

Outcome
Prioritised opportunities and clear design direction
DataCROBenchmark
02 →
Conversion
The pre-purchase journey

Present the models, car configuration, financing offers, dealer contact... Every step is part of a journey with an objetive: send a lead to a dealer.

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

Once someone becomes an owner, the app takes over: car control, consumption, events, service bookings. The ambition: Become the main channel for CUPRA owners.

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

Simplifying a complex decision: choosing the right car

The website is a strategic business tool, not a brochure. It drives three core objectives, while the app extends the relationship far beyond purchase, becoming a key part of the customer experience throughout a long ownership journey.

Main 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: pbuild notoriety and brand value on every visit.

Extend the relationship far beyond purchase ecoming a key part of the customer experience throughout a long ownership journey.

Image 7

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

Results
9M+

Monthly visits
to CUPRA's website

3M+

Monthly visits
to SEAT's website

30

researchers and designers
on Dentsu's team

11

designers
in my team

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Marina López Hernando Back to portfolio