TheArsenale Perspectives / Brand Experiences
Digital product design
Design a useful experience around a clear action.
What it means
Digital product design defines the problem a digital service solves, the user journey and the behaviour of the product over time. It brings together audience needs, business priorities and practical constraints. The result may be a platform, tool or campaign experience; its purpose should be clear before features are added.
Why a CMO invests in it
A CMO gains a way to make a brand promise useful through participation or service. A focused product can create repeatable value beyond an advertising impression. The essential decision is which audience action matters and how the experience supports it from the first visit to completion.
TheArsenale portfolio
Renault — Reinvent Twingo
Creative Concept, Community Campaign
View the full project ↗The documented case
For the Twingo’s anniversary, Renault and TheArsenale invited the public to reinvent the city car using generative AI. Participants imagined their own versions and shared them under #ReinventTwingo.
The campaign connected a familiar automotive icon with a new creative tool. TheArsenale helped develop the concept around a digital-to-real idea: use the community’s submissions as the starting point for a physical show car.
The marketing lesson
Reinvent Twingo offers a campaign-scale example of a digital participation model: use AI to imagine the car, share a creation and contribute to an idea intended to become a physical show car. TheArsenale helped develop the concept. This analysis concerns that experience model; it does not claim that the agency built the generative AI tools or a separate software product. The lesson is to design around a meaningful contribution before designing a feature list.
What useful outcome can a person achieve here that makes the digital experience worth building?
What the work produces
Problem statement; user journeys; prioritised feature scope; prototype; interface system; testing and iteration plan.
The exact scope is defined for each brief; this is a practical guide to the discipline.
What to measure
Measure whether people achieve the intended task, where they abandon it and whether they find a reason to return. Track relevant downstream actions separately from initial sign-ups or clicks.
These are suggested evaluation criteria, not reported results for the case above.