Afeela is Sony and Honda's joint electric vehicle brand, entering a market where personalization is no longer optional — it's expected. The challenge was designing the complete digital experience for how a customer discovers, configures, prices, and purchases a personalized EV. This meant building the configurator UX, a 3D visualization system that renders wraps and options in real time, the checkout and pricing flow, a companion mobile app, and the post-purchase experience including delivery tracking and social sharing.