Nissan wanted to create a continuously present, omni-channel concierge service that transcended the traditional filtering, configuration and research experience, through the use of AI. We created N.I.N.A – The Nissan Intelligent Assistant. This project was a proof of concept MVP for the global development team.
I was involved as an IC Product Designer across all parts of this project.
Scope of work
Strategy, Research, Product Design, UX, UI
Year
2025
Unlock your Dream Drive. Curated for You, Driven by You.
The app decoded the unspoken desires of HNW and UHNW individuals, moving beyond mere aesthetics to understand their driving philosophy and lifestyle. Through intuitive conversation, insightful content, and personalised recommendations, it empowers clients to craft their perfect electric vehicle, experience and service wherever they are.
Journey Mapping: Nissan AI Concierge
To kick off the project, we ran a journey mapping exercise to understand the end-to-end experience of a driver interacting with the Nissan AI Concierge — from first activation through to ongoing daily use. The goal was to surface the key moments that shaped trust, delight, and friction across the journey: how drivers discovered and set up the assistant, how they learned its capabilities, and how it earned a place in their everyday routine behind the wheel.
Working through each stage — Awareness, Onboarding, First Use, Habitual Use, and Advocacy — we identified the touchpoints, emotional highs and lows, and opportunities where AI could add genuine value rather than friction. The output became a shared reference point for the team, informing feature prioritisation, conversational flow design, and alignment around what a seamless, intelligent in-car experience should feel like.
Building the design system
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