Bentley Motors

Luxury car manufacturing application

Role

Sr. Design Strategist / Consultant, AWS WWCO ProServe, Gen AI Specialty Practice

Client

Bentley Motors Limited – Volkswagon Group

Scope

To create a custom-engineered automotive manufacturing solution, meticulously designed to optimize efficiency and precision in plant operations.

Customizing luxury

Bentley Motors, a stalwart in the custom luxury car manufacturing sector, historically relied on surprisingly low-tech processes dominated by conversations and spreadsheets. Recognizing the need for a technological upgrade, they engaged AWS Proserve, where I served as the chief design strategist responsible for imagining their digital interface. My approach to interface design is akin to storytelling, aiming for a seamless, intuitive flow that feels natural to the user. After conducting thorough current state journey mappings and an in-depth discovery phase, the outcome delighted the customer. In response to popular demand, I also integrated a dark mode option, enhancing the visual experience and user satisfaction.

A three quarter view of stacked screens demonstrating the capability to dig through the layers of information.

Creating a detailed journey map that meticulously outlines the process, highlights critical pain points, and identifies strategic opportunities for enhancement.

Within each stage of the process, you have the capability to delve into increasingly detailed and meaningful layers of information. This in-depth exploration helps to pinpoint precisely where problems are occurring within the process, facilitating a more targeted and effective resolution.

Upon zooming in on a stage, all elements passing through are revealed with date stamps, providing a detailed view that enhances traceability and understanding of the process timeline.

A frontal shot of the Bentley screens in dark mode demonstrating detailed car information once an individual entry is accessed from the history log.

Seeing into the future

Another section that underwent extensive refinement was the reporting feature. This feature skillfully consolidated data from multiple Excel documents into a clear and concise schedule. Cars are systematically scheduled from week to week, targeting specific production goals. Occasionally, some targets are not met due to feature restrictions, resulting in a deficit of orders held back. Subsequently, adjustments are made to these deficit numbers, efficiently reintegrating them into the schedule once restrictions are lifted, ensuring smooth continuity in production planning.

Each column displayed corresponds to a week, numbered 1 through 52, and includes its target number, actual number, and, if applicable, any orders not scheduled due to feature restrictions.

A frontal view of stacked screens demonstrating the reporting features of the new system. It shows a selected range of dates along with all of the orders within those dates.

Each column expands to reveal the orders placed within that week, showing their distribution across regions and clearly identifying any restrictions that are preventing the orders from being scheduled.

A frontal view of an iPhone with the main screen in dark mode.

A transformative experience

During my time at Bentley Motors, I led the transition from traditional to digital processes in luxury car manufacturing. Starting with spreadsheets and direct communication, we developed an advanced system that integrated data from various sources and introduced dynamic scheduling. The reporting tool we created displayed weekly production targets, actual outputs, and highlighted constraints, while interactive dashboards allowed for in-depth analysis by region and identified bottlenecks. This project enhanced decision-making and redefined Bentley’s production process, demonstrating my ability to transform complex data into actionable insights through user-centric design.

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