Helping thousands find answers faster | Work

Helping thousands find answers faster.

Stellantis Performance Academy needed a better way for the vast dealer network it caters for to access knowledge.

Thousands of employees across multiple brands rely on technical documents, training materials and internal guidance to support customers and maintain vehicles. But as the volume of content grows, finding the right information quickly becomes increasingly difficult.

Stellantis introduced an AI-powered content hub designed to index and surface information instantly across documents, videos and training resources. The challenge was to turn a powerful platform into something people would actually understand, adopt and use.

We were brought in to shape the identity, user experience and launch strategy for the platform that became known as Scout.

The new platform had the potential to transform how the network accessed knowledge, but several challenges needed to be solved first.

The system would serve thousands of users across dealerships, customer service teams, technicians and aftersales departments, each with different needs and levels of technical confidence.

For the platform to succeed it had to feel intuitive, trustworthy and easy to use. It also needed to sit comfortably within the Stellantis brand ecosystem while still having its own recognisable identity.

Perhaps most importantly, launching the platform would require driving engagement across an entire dealer network. Simply switching the system on would not be enough. People needed to understand what it was, why it mattered and how it could help them in their day-to-day work.

When new digital tools are introduced internally, the technology is rarely the biggest barrier. Adoption is.

People need to quickly understand what a platform does, how it helps them and why they should change their habits.

By framing the platform around a simple idea — “Just ask Scout” — we could position it as an intelligent guide that helps users find what they need instantly.

This narrative informed everything from the visual identity to the interface design and the network-wide launch strategy.

Our work evolved in several stages as the project grew from branding to platform design and finally a full rollout campaign.

Creating the Scout identity

We began by developing a visual identity that felt native to the Stellantis ecosystem while representing discovery and guidance.

The final logo was built around a compass-inspired form constructed from Stellantis-style dots, creating a symbol that subtly suggested navigation, knowledge and AI-powered insight.

This visual language became the foundation for the platform and its communications.

Designing the user experience

We then created the visual design for the platform interface and login journey.

This included:

• Homepage and search interface
• Login and onboarding screens
• Results pages and AI-generated summaries
• Iconography and UI elements
• Support and troubleshooting journeys

The interface was designed to reinforce the core concept of search-led discovery, allowing users to simply ask Scout for the information they need.

Developing the platform language

To help users quickly grasp the system, we developed simple messaging around the idea of Scout as a knowledgeable assistant.

Phrases like “Looking for something? Just ask Scout” were used consistently across the interface and communications, helping frame the tool as the easiest way to access Stellantis knowledge.

Launch strategy

Once the platform design was complete, the challenge shifted to rollout.

With thousands of potential users across the network, we created a phased launch strategy designed to build engagement and gather feedback before full deployment.

The rollout began with a carefully selected group of dealerships representing different sizes and structures. This pilot phase allowed the team to observe how the platform was used in real environments and refine the experience before wider release.

Multi-channel launch campaign

To support the rollout, we developed a comprehensive communications campaign spanning both digital and physical touchpoints.

This included:

• Personalised email campaigns tailored by job role and dealership size
• A series of teaser, reminder and thank-you direct mail postcards
• Web banners and email signature assets
• PowerPoint presentation templates for internal teams
• Editable Adobe Express templates enabling the Stellantis Performance Academy team to quickly create and publish campaign assets across LinkedIn, intranet and internal channels
• Merchandise designed to keep Scout front of mind

The campaign messaging reinforced the platform’s core benefit: making knowledge easier to find. For example, teaser materials used playful prompts such as “Know it all”, “Wise guy, eh?” and “Quick smart” alongside the call to action “Just ask Scout”.

These small touches helped make the platform memorable and approachable.

Supporting network adoption

To help drive engagement within the dealer network, we also developed a series of practical toolkits for different audiences.

These included:

• Early adopter toolkit to encourage champions within dealerships
• Manager toolkit to support internal rollout
• Zone manager toolkit to help regional teams drive engagement

By equipping key influencers with the right materials and messaging, the platform could spread organically throughout the network.

The results were exceptional. Campaign open rates reached as high as 92%, with 11% click-through rates and 14% click-to-open rates, outperforming typical internal communications benchmarks and showing strong intent to act.

Since launch, 64% of users have logged in, exceeding the original 60% target, while the supporting webinar generated 150+ registrations and more than 80 on-demand views.

Early adopters quickly became advocates, helping build momentum for wider adoption across the network. It’s a powerful example of how behavioural science, personalisation and clear, human communications can turn a complex internal platform into something people genuinely engage with.

“Some fantastic numbers there and we are absolutely ecstatic with the impact that this has had.”

Andy Martin
Head of Digital Learning
Stellantis Performance Academy