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.
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.
What attracts me most about an EV is the long-term savings, but I need to know it actually fits my daily routine.
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
- 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.
- 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.
- 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.
- 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.
Outcomes
- Team of 11 — UI/UX, Marketing, PPM
- 360º campaign with a €405k budget
- AI Agent + calculator for lead generation