Designing a digital subscription experience that makes mobility as simple as streaming.
Clyde needed to transform a traditionally complex vehicle purchase journey into a seamless digital subscription experience.
Buying or leasing a car involves long term commitments, unfamiliar terminology, hidden costs, and complicated financial decisions. At the same time, vehicle subscriptions were still a relatively new concept, requiring people to understand an entirely different model of mobility.
The challenge was to create an experience that makes subscription easier to understand than ownership, while helping people compare options, build trust, and confidently choose the mobility solution that best fits their lives.
My Contribution
As Lead UX Architect, I led the experience strategy and information architecture for Clyde's digital subscription platform.
Starting with research and service design, I defined the end to end customer journey, experience architecture, user flows, and interaction principles that transformed a traditionally fragmented sales process into one coherent digital experience.
Beyond the strategic foundation, I established the design principles and experience direction, working closely with the multidisciplinary team to create an intuitive platform that combines transparency, simplicity, and confidence throughout the subscription journey.
Design Principles
Reduce ownership complexity through subscription simplicity
Build trust through transparent pricing
Support confident financial decisions
Guide instead of overwhelm
Design around customer goals instead of products
Mobile first across every touchpoint
Create a seamless end to end experience
Key Design Decisions
Rather than replicating a traditional vehicle configurator, the experience was redesigned around people's mobility needs.
The subscription journey emphasised transparent monthly pricing, predictable costs, and simple comparisons between ownership, leasing, and subscription models. Mental accounting principles helped customers understand the financial implications of each option, while progressive disclosure reduced cognitive effort during complex decisions.
Every interaction was designed to replace uncertainty with confidence, making a completely new mobility model feel intuitive, trustworthy, and easy to adopt.
Outcome
The project introduced a new digital sales experience that reimagined how people discover, compare, and subscribe to vehicles online.
Instead of navigating a traditional dealership journey, customers could complete the entire subscription process through one coherent digital experience that combines discovery, comparison, configuration, and checkout within a single platform.
Impact
The redesigned experience contributed to higher conversion while strengthening Clyde's position as one of Switzerland's leading digital mobility subscription services.
The project also established a distinctive digital brand experience and received a Silver Award at Best of Swiss Web in the Creativity category, recognising its innovative approach to rethinking digital mobility.
