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Campaign · UI Design

CUPRA Raval Electric Rebellion

Digital campaign and platform for the CUPRA Raval launch — a real client project focused on generating leads for the brand's urban EV.

Client
CUPRA · EDIT.
Role
UI Designer
Year
2025
Category
Campaign · UI Design
Overview
Mobile landing — scroll walkthrough

The project

Real client project developed at EDIT. school with CUPRA as the client, by a multidisciplinary team of 11 (UI/UX Design, Marketing and PPM). The brief: create a 360º campaign and a digital experience to increase leads for the new CUPRA Raval, the brand's urban EV.

The challenge

Electric vehicles often present users with technical and abstract information that can feel difficult to interpret. As part of the UX/UI team, our challenge was to create a digital experience that made concepts such as charging, autonomy and energy consumption feel more intuitive and approachable. My contribution focused on translating those interactions into a visually engaging interface aligned with CUPRA's bold and futuristic identity.

User comments

"
I have no charging infrastructure at home and feel lost with all the options. I park on the street, so I don't know how to charge.
Survey respondent
n=65 · March 2025
"
What attracts me most about an EV is the long-term savings, but I need to know it actually fits my daily routine.
Online research insight
Autonews · Expresso

The solution

An immersive landing page aligned with Raval's rebellious identity (graffiti, electric purple, Montserrat type), supported by a range calculator, a charging-station map and an AI Agent — Ravaleno — that turns technical data into practical answers to reduce uncertainty and drive conversion.

The process

  1. 01Research

    Understanding EV adoption barriers

    Research focused on understanding the main barriers and perceptions surrounding EV adoption among urban users. Through desk research and survey analysis, we identified recurring concerns related to charging, autonomy and decision-making confidence.

    What holds users back?Survey · 65 respondents · March 2025
    74%

    Range anxiety

    Identified range anxiety as their biggest concern.

    58%

    Everyday dependence

    Depend on their car for everyday transportation.

    38%

    Charging access

    Consider charging infrastructure a key decision factor.

    The wider context

    38%

    Research online before buying

    86%

    Still prefer visiting a dealership

    10k+

    Public charging stations in Portugal

    Sources: Autonews · Expresso

    Benchmark · Tesla, BMW & Porsche

    Competitors focus on frictionless speed or immersive exploration. The opportunity: combine emotional connection with clear, practical EV guidance.

  2. 02Define

    Translating insights into experience

    Research revealed that users were less concerned with electric vehicles themselves and more concerned with understanding how EV ownership would realistically fit into their daily routines. The experience therefore needed to reduce uncertainty, simplify technical information and support confident decision-making through practical and intuitive interactions.

    From uncertainty to confidence

    “Does this EV fit my everyday life?”

    Users struggle to quickly understand whether a new EV fits their lifestyle.

    Range anxiety
    Charging uncertainty
    Translate complexity into clarity

    Practical guidance

    Turn technical information into real-world usage.

    Clear information

    Make range and charging easier to understand.

    Personalized support

    Answer questions in the context of each user's routine.

    Confident decision-making

  3. 03Ideate

    Shaping a contextual EV experience

    Based on research insights, the experience was designed to simplify EV adoption and help users understand how the CUPRA Raval fits into their daily urban lifestyle. The concept focused on turning technical information into practical and personalized guidance through three core features: • Range Calculator to estimate real-world usage • Charging Map to explore nearby charging stations • AI Assistant to provide contextual support and recommendations A user flow was created to guide users from discovery to decision in a simple and confidence-driven journey.

    Three features, one connected experience

    Range Calculator

    Estimate real-world usage.

    Charging Map

    Explore nearby charging stations.

    AI Assistant

    Get contextual support and recommendations.

    User flow

    Discovery → exploration → choice

    1. 01

      Start

    2. 02

      Landing Page

    3. 03

      Highlights

    4. 04

      Range Calculator

    5. 05

      Do I need to charge x times per month?

      Decision
    6. 06

      Charging Map

      Explore nearby charging stations and dealers

    7. 07

      AI Assistant

    User uses AI Assistant

    1. Personalized Discovery

    2. Monthly Usage Calculation

    3. Charging Map

    User doesn't use AI Assistant

    1. Car Configurator

      Version suggestion and car setup

    2. Pre-Sale or Test Drive

    3. Dealer Notification

    Ravaleno · the role of AI

    Technical data

    Range, charging network, consumption, vehicle specs and dealer information.

    Human decisions

    “Can I live with this range?”
    “Where can I charge?”
    “Shall I book a test drive?”

    Contextualizes · Understands · Adapts

  4. 04Design

    UI Kit + Hi-Fi

    My role: UI Design. Built the design system (Montserrat typography, purple/green/black palette, icons, graffiti, Raval logo animation, button and component library) and designed the final desktop and mobile landing page.

Project at a glance

  • Team of 11 — UI/UX, Marketing, PPM
  • 360º campaign with a €405k budget
  • AI Agent + calculator for lead generation
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