FERRARI & MASERATI OF NEW ENGLAND · 2022 - 2023
Luxury data, in the palm of your hand.
When dealership leaders are on the showroom floor meeting clients, they can't pull up a desktop report. I designed a mobile app that puts Ferrari and Maserati's critical business data exactly where decisions happen.
MY ROLE
Lead UX Designer
STATUS
Delivered
PLATFORM
Mobile (iOS)
THE PROBLEM
Always on the move.
Dealership leaders don't have the luxury of sitting at a desk. They're meeting clients, managing the floor, attending back-to-back meetings — but they still need live access to critical business reports. The existing solution required a desktop. The real world required a phone.
SCOPE GREW MID-PROJECT
3 → 7+ report types
What started as three core reports expanded significantly as user research uncovered the full depth of what leaders actually needed. The navigation system had to evolve with it — and the design process captured every pivot.
THE CONSTRAINT
Two brands. One app.
Ferrari and Maserati are distinct luxury brands with separate identities. The app needed to visually distinguish between them — not just functionally, but aesthetically. Both audiences expected the premium feel of the brand they represent.
RESEARCH FOUNDATION
I didn't assume what reports mattered.
Before touching Figma, I went deep into the reports themselves — understanding what data existed, how it was structured, and what decisions it actually supported. Then I talked to the people who would use it: dealership principals and operations leaders who needed information fast and couldn't be wrong.
That research directly shaped the information architecture. The scope wasn't handed to me — it was uncovered.
STAKEHOLDERS INTERVIEWS
Understanding the decision environment
Business leaders described their day: constant movement, split attention, and pressure to make fast calls. What they needed wasn't a mobile version of a desktop report — it was a purpose-built tool for how they actually worked.
REPORT ANALYSIS
Mapping report complexity to screen constraints
Dealership reports are dense — DMS month/year data, Fixed Ops, F&I Performance, sales breakdowns by brand. The challenge was presenting data-heavy tables on a 6-inch screen without losing the signal in the noise.
"The navigation continued to grow — so we built a system that could grow with it."
DESIGN PIVOT
THE PROCESS
Paper first. Pixels later.
The design began with paper prototypes — a fast, low-stakes way to test structure before committing to code. What looks simple in the first iteration rarely stays that way once real users push back. Originally scoped to 3 reports — user research revealed the full set of business-critical data leaders actually needed. Every additional report meant rethinking the navigation model.
DESIGN DECISIONS
Three choices that define the experience.
01
Brand-first visual identity
Both brands demanded visual separation — not just a logo swap, but a distinct personality. Ferrari screens use Ferrari's signature red-on-black. Maserati uses a cooler, more restrained palette. Leaders should immediately know which brand's data they're looking at before they read a single number.
This wasn't an aesthetic preference. It was a trust requirement — two brands, two P&Ls, two very different identities.
02
Dense data on a small screen
Dealership reports are inherently tabular — rows and columns of sales figures, gross margins, unit counts. The design challenge was making this data readable at a glance on a 6-inch screen, without sacrificing the granularity leaders rely on.
The answer: fixed row headers, horizontal scroll for wide tables, and a color-coding system that lets users spot outliers before they read a number. The data didn't get smaller — the interface got smarter.
03
Navigation that scales with scope
When the report count outgrew the original flat menu, a new navigation model was needed fast. I designed a full hamburger menu with expanding parent-child sections — grouping reports by brand (Ferrari / Maserati) and type (DMS, Fixed Ops, F&I, Boutique).
The pivot happened during usability testing when participants kept asking: "Where's the [report] for Maserati?" The architecture needed to make brand-level filtering obvious and effortless.
THE RESULT
Delivered to leadership. Used in the field.
The app was delivered to Ferrari and Maserati of New England's leadership team and received well — not just as a technical solution, but as a tool that genuinely fit how they worked. Data that lived on a desktop was now moving around the showroom floor.
→ Transformed static desktop reports into an always-available mobile experience for dealership principals
→ Designed a navigation system that absorbed scope growth without requiring a full redesign
→ Established distinct visual identities for Ferrari and Maserati within a single application
→ Delivered under a tight timeline, from paper prototype to polished UI, with iterative usability testing throughout
