Rethinking service design for the ultimate luxury sports car

Ferrari is unmatched as a symbol of the luxury high performance sports car. Ammunition was invited by Ferrari to help them discover and define ways in which smartphones could create an even deeper sense of connection and value between Ferrari automobiles and their owners. This was the first project of its kind for the venerable brand.


Through a series of experience design workshops with Ferrari executives held in the San Francisco Bay Area and Ferrari’s Maranello headquarters, the Ammunition team identified nearly a dozen areas where Ferrari could be of greater service to its drivers by designing relevant smartphone experiences.

Service Design

By uncovering customer needs and intersecting them with business, brand and technology requirements, we determined that facilitating vehicle readiness, maintenance and service were among the most important concerns for Ferrari and its drivers. From this, we developed a comprehensive design brief for the program including audience findings, service architecture, technology framework and approaches to user interface that translated the elegance of Ferrari’s design language into a relevant and valuable user experience.