Automotive Subscription
Automotive Subscription & Car Leasing Platform
Shifting car ownership to a subscription-based model
Client/Company
India’s Largest Automobile Manufacturer
Role
UX & Design Lead
Duration
12 months
Problem
Car ownership in the Indian market is deeply ingrained, with limited awareness and trust in subscription-based access models. The business needed to introduce a new consumption model that educated users, reduced perceived risk, and aligned with complex legal, operational, and dealer ecosystems.
Context & Constraints
The initiative required designing a digital-first subscription experience that could coexist with existing ownership-based systems. The platform had to support complex configurations around vehicles, tenure, pricing, and contracts, while remaining aligned with offline dealer processes and regulatory requirements.
Process
Research & Framing
Collaborated with business consultants and internal stakeholders to understand market readiness, adoption barriers, and behavioural resistance to subscription-based vehicle access.
Experience Design
Designed user journeys that mirrored familiar car purchase flows to reduce cognitive friction. Embedded legal, operational, and technical constraints directly into UX decisions to ensure feasibility and clarity.
Execution & Validation
Created medium-fidelity prototypes and iterated through user and stakeholder feedback cycles. Aligned UX delivery with product and engineering sprints to support phased rollout and validation.
Outcome & Impact
Delivered an end-to-end subscription platform prototype that validated the feasibility of flexible car access and provided a clear experience roadmap for future development and market introduction.
Highlights
Subscription-based alternative to vehicle ownership
Complex pricing, tenure, and configuration logic
Alignment between digital journeys and dealer workflows
Education-led UX to reduce adoption barriers
