Client case: digital transformation success in the motorsport industry

Demand

In early 2022, a well-known and respected company in the motorsport industry faced a critical challenge: its legacy digital platform had become obsolete, limiting its ability to attract leads, engage customers and support future growth. 

The business saw this not merely as a technical upgrade, but as an opportunity to create a more personalized, engaging and high-performing digital experience. The goal was to boost e-commerce leads and support sales growth while laying the groundwork for continued innovation across markets. 

Recognizing the scale and strategic importance of the initiative, the company brought in we+ to support its digital transformation - aligning strategy, technology and execution across a multi-year program involving multiple partners. 

Design

we+ collaborated closely with the client and its existing implementation partners to define a transformation strategy that balanced ambition with feasibility, global scale and long-term maintainability.

Rather than focusing on cosmetic improvements, the design focused on rebuilding the platform for flexibility, personalization and scalability:

• Seamless upgrade to AEM Cloud
  The plan centered on transitioning from an outdated Adobe Experience Manager version to AEM Cloud while preserving existing integrations and ensuring continuity. 

• Platform revamp with modern UX principles
  we+ helped shape a full redesign to deliver a user experience aligned with modern expectations, optimizing navigation, content structure, and responsiveness across devices. 

• Cutting-edge 3D configurator
  A real-time 3D product configurator was included to enrich the digital experience - enabling customers to visualize products interactively on both desktop and mobile. 

• Personalization foundations
  The solution was built to support increasingly personalized journeys - from content to recommendations - based on user behavior and preferences. 

• Efficient content management
  A key design goal was to support content editors across European markets with streamlined workflows and rapid update capabilities. 

This holistic design ensured that both user experience and backend flexibility would serve long-term business objectives.

Deliver

we+ played a central role in steering and implementing the transformation program from April 2022 onward, working in close partnership with key implementation partners such as EPAM and INDG, and actively involving business stakeholders throughout.

A senior we+ consultant acted as Program Manager, reinforcing the internal team and ensuring alignment across stakeholders, technical teams and business units. 

Core delivery activities included:

• Rebuilding the platform on Adobe Experience Manager Cloud, modernizing the technical foundation for global scale. 

• Developing new page templates and reusable components to enable rapid, consistent experiences across markets. 

• Coordinating cross-team collaboration between internal teams and multiple external partners to maintain momentum and strategic alignment. 

• Adjusting key elements of analytics and tooling when external recommendations shifted mid-program - a process made smoother by early alignment on best practices and long-term goals. 

Over approximately 18 months, this collaborative approach kept the program on track while preserving flexibility to adapt to new insights and requirements.

Drive

On September 27, 2023, the revamped European website was successfully launched across nearly 40 countries, meeting diverse legislative requirements and delivering a localized experience in 20+ languages. 

Key outcomes include:

• A modern, scalable digital platform that supports regional variation and localized engagement. 

• A real-time 3D configurator that enhances product discovery and user engagement. 

• Improved content management workflows that empower regional teams and reduce time to value. 

• Adaptability to changes in analytics tooling mid-project - with minimal schedule impact. 

Although the initial MVP is now live, the journey continues: ongoing work includes migrating additional websites, expanding personalized capabilities, and refining insights with the right tools. 

According to the we+ team, this success underscores the value of collaboration and strategic planning - proving that even complex, multi-partner programs can deliver predictable, scalable outcomes when aligned around shared business goals. 

Have a look at the revamped European website.