Sapient Nitro · Ferrari · 2014
Ferrari event platform — mobile & web
Overview
As Experience Designer at Sapient Nitro, I worked on a small but mighty team with a Lead UX designer, Jr Designer and Visual designer to tackle Ferrari's customer-facing event pages and create a custom tablet app for use at Ferrari events.
The Problem
Event pages that didn't match the Ferrari standard
Ferrari's existing event pages were generic and didn't reflect the brand's premium positioning. Staff at events had no dedicated digital tool — they were using ad-hoc solutions that created inconsistent customer experiences. The opportunity was to bring the same craft and attention to detail Ferrari applied to their cars to their digital event experience.
Process — Event Pages
Sitemap & information architecture
Mapped the full event content structure — understanding how Ferrari organized their events, what information customers needed, and how the pages needed to flex across different event types.
Sitemap — event platform IA
Wireframes & modular template system
Designed wireframes for the event page experience, then developed a modular template system — allowing different event types to be assembled from reusable content blocks while maintaining visual consistency.
Wireframes — event page structure and layout
Modular template system — conditional content blocks for different event types
Before & after
The redesigned event pages elevated the digital experience to match Ferrari's brand standards — cleaner layouts, stronger visual hierarchy, and a more premium feel throughout.
Before — original Ferrari event page
After — redesigned event experience
Process — Tablet App
A dedicated tool for Ferrari events
For the test drive event experience, my team and I designed a custom tablet app for use by Ferrari staff on the ground — allowing them to manage customer sign-ups, track appointments, and provide a premium in-person experience. I made prototypes to help staff conduct guerrilla testing directly at Ferrari events to validate the design under real conditions.
Test drive event wireframes — tablet app for Ferrari staff
Tested page — event registration and management
Tablet experience with calendar — appointment scheduling at events
Outcome
The redesigned event pages and tablet app launched and were used across Ferrari's event program. Staff reported success with the tablet experience at events, and the modular template system enabled future event pages to be built quickly without starting from scratch.