Aston Martin: A deep, detailed configurator for buyers and enthusiasts

The Aston Martin configurator works seamlessly across devices, allowing users to explore a wide range of detailed specifications and upgrades with intuitive ease given the extent of the customisations.

It offers a subset of features that go beyond the practical. Users can view their customised car in a variety of virtual environments to capture screenshots, adding an element of fun and shareability to the process. The tool also offers built-in saving and sharing options, generating a personalised code and a custom PDF brochure for each build. These features not only serve potential buyers in a practical way, but also engage brand enthusiasts, allowing them to explore and interact with new models and configuration options.

The tool itself feels somewhat dated in design and flow, but offers a relatively comprehensive feature set. It does not offer a price at any point in the journey.

A key flaw in the experience is that the configurator is launched as a separate site (from a link on the main site), which may cause navigation confusion for users and disrupt an otherwise cohesive path to purchase.