Brand digital ecosystem
for a global sales network
We designed and built the corporate mobile app for a Barcelona-born premium automotive brand to connect, train and activate its global network of sales advisors: 15,000+ registered users across more than 20 markets, iOS and Android.
Client
Confidential
Year
2022 – Present
Services
Strategy, UX/UI, iOS & Android App, Backoffice, AI
Platforms
iOS · Android · Web (Backoffice)
01 — The Challenge
Real engagement in a multinational sales network
A premium automotive brand headquartered in Barcelona needed to transform the relationship between the brand and its global network of sales advisors. A training platform (LMS) already existed, but it was not generating community, belonging or sustained engagement: sales staff used it sporadically to complete modules and certifications, but it was not part of their daily routine.
The challenge was to build from scratch a mobile app that would act as the privileged communication channel between the brand and its advisors across more than 20 markets simultaneously. The app had to go beyond training: it needed to inspire, connect emotionally with the brand's values and turn the sales advisor into a convinced ambassador for the product they sell.
Technically, the project presented significant complexity: federated authentication with the existing LMS, a multi-level audience system to segment content by market, country, role and combinations thereof, iOS and Android support, a web backoffice for global and market administrators, and all of this with a user experience that had to compete with the consumer apps the advisor uses in their personal life.
02 — Our Solution
A brand digital ecosystem for the sales network
We designed and built a native app for iOS and Android that combines training, gamification, community and artificial intelligence in a single experience. At the heart of the system is an audience engine that determines what content, rankings, features and notifications each user sees based on their market, their role and their combinations.
The app integrates with the existing corporate LMS: authentication is delegated to the central training system, which returns the user's data and their audiences. This ensures every advisor sees exactly what is relevant to their profile, with no additional manual configuration.
Corporate social feed
Audience-segmented photo and video posts with likes, comments, hashtags, reels and automatic translation via Google Translate API.
Gamification & Rankings
Points system for activities, quizzes and challenges. Rankings filterable by market, role and combinations. Competitions between dealerships and countries.
Integrated AI assistant
Generative AI agent that indexes all technical documentation, sales arguments and training materials. The advisor asks in natural language and gets contextualised answers instantly.
Tribe Rooms (forum)
Discord-style discussion rooms segmented by market, with private messaging between users, configurable moderation and push notifications.
Quizzes & Surveys
Question engine with multiple formats (text, image, audio, slider, open response), timer, scoring and reusable question banks.
Multi-level backoffice
Administration panel with two levels: global HQ and market administrators. Audience management, content, scheduled notifications and reports.
03 — Process
Iterative build, continuous delivery
Discovery & Architecture
Analysis of the existing LMS, definition of the audience model, integration architecture and feature roadmap by business priority.
UX/UI & Design System
Design system aligned with the brand identity, flows for all features and a navigable prototype validated with real advisors.
Development & Launch
2-week sprints with App Store and Google Play releases. Feed, authentication, audiences, gamification and backoffice in the initial MVP.
Continuous Evolution
New features in regular sprints: Tribe Rooms, AI assistant, automatic subtitles, content sharing and 2025–2028 strategy.
04 — The Product in Detail
A product that grows with the network
The audience engine: the soul of the system
The entire system revolves around an audience engine that determines what each user sees. Audiences can be market-based (Spain, Germany, France...), role-based (advisor, specialist, trainer...) or combinations of both. Once automatically assigned from the LMS at login, the user never has to configure anything: the app knows exactly what to show them.
This allows HQ to publish a global campaign while market administrators customise it locally, without interference and without an advisor in one country seeing content intended for another.
Market audiences
Spain, Germany, France, Belgium FR/NL, Switzerland IT, +20 markets. Each market with its own language and administrator.
Role audiences
CUPRA Master, Specialist, Trainer, Sales Manager... each role with access to differentiated content and rankings.
Combined audiences
Market+role combinations (e.g. "Sales Manager IT") for very precise segmentation. Configurable from the backoffice.
Automatic synchronisation
Audiences are assigned at login via the LMS API. No manual configuration. If the role changes in the LMS, the app reflects it instantly.
Sales advisor
"What are the key selling points when a customer compares our model against German competition?"
AI Assistant
Based on the latest official sales guide, here are the 5 differentiating points for your market...
All the brand's intelligence, in the advisor's pocket.
The generative AI assistant indexes the entire brand knowledge base: technical spec sheets, sales arguments, product guides, training materials and FAQs. The advisor asks in natural language — in their own language — and gets contextualised answers instantly, without having to search through folders or wait for a colleague.
For HQ, the feature delivers an additional benefit: visibility into the network's most frequent questions, identifying training gaps and areas where the sales argument needs reinforcement. Every query is also a data point.
Training that hooks. Competition that motivates.
The gamification system turns every interaction into an opportunity to earn points: completing a quiz, finishing an event activity, inviting a new colleague, answering a survey. Those points feed rankings that advisors check compulsively.
Rankings are filterable by audience, allowing a Spanish advisor to see their position in the Spanish ranking, in their role ranking or in the global ranking. Healthy competition between markets and dealerships acts as a natural engagement lever with no additional financial incentives.
Points system
Points for quizzes, activities, surveys and invitations. Configurable by action type from the backoffice.
Multi-level rankings
Filterable by market, role and combinations. Search for specific users within the ranking.
Challenges and events
Events with date-unlocked activities. Reading instructions, checkpoint and integrated quiz.
Profile and statistics
Personal panel with score history, achievements and individual and global performance statistics.
Spain — Best Practices
3 new messages · 2 min ago
Product Updates — Global
12 new messages · 15 min ago
Trainers — Resources
No new messages · yesterday
New room...
The space where the network shares, learns and recognises each other.
Tribe Rooms is the platform's forum module, inspired by the mechanics of Discord and Telegram but adapted to a corporate context. Advisors access rooms segmented by market and audience, where they can share success stories, debate product topics and connect with colleagues from other dealerships.
Each room can be moderated: a validator approves messages before they are published. Private chats between users are completely confidential, even from administrators. Rooms are sorted by the date of the last message and the unread message counter creates the impulse to return to the app.
05 — Tech Stack
Technologies used
Stack designed to scale to thousands of users across multiple markets, with continuous delivery sprints to the App Store and Google Play.
Mobile Apps
- React Native (iOS & Android)
- TypeScript
- Push notifications (APNs / FCM)
- Google Translate API
Backend & Data
- Node.js
- PostgreSQL
- JWT (federated auth)
- REST API
Infra & AI
- AWS (ECS, RDS, S3, SES)
- LLM (generative AI)
- RAG (knowledge base)
- Whisper AI (subtitles)
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