Case study: 5 takeaways from redesigning a top tier auto website
A couple of weeks ago, we launched a new Volkswagen website for the US market. Designing the digital storefront for a global brand has...
As the nature of this work is confidential, I won't be able to share many project deliverables for the time being. However, I can provide a description of the work I've done, and share my knowledge of what I've learned from this project.
Lead UX Designer
August 2019 - present
I was part of a larger force to redesign the vw.com website which focuses on the United States market. The purpose of the redesign project is to help Volkswagen to increase its market growth in the U.S., and align the customer experience with the global brand heritage. I worked closely with the design and development teams and contributed to the following:
Created a roadmap and strategy for the project
Created a prioritization mapping and pitched it in the larger United States team as well as VW HQ in Germany
Created a collaboration framework for the development process alongside the project manager, business analyst, and developers
Conducted qualitative and quantitative user research
Conducted competitive analysis and digital audit
Redesigned the information architecture of the website
Redesigned the website to a brand new design that aligns with the global design guidelines
Created prototype for usability testing and communicating the ideas to the stakeholders
Kept an eye on the whole design process and collaborated closely with the developers to make sure the design was implemented correctly
I helped Volkswagen of America doubled its market share in the United States.
ID.4 is Volkswagen's first all-electric vehicle for the US market. I helped design the marketing page and the journey of reserving the vehicle. I helped the customers to increase their awareness about electric vehicles (EV) in the US such as educating them about the EV lifestyle.
I helped Volkswagen sold 2,000 vehicles of its ID.4 First Edition in 8 hours.
Designing the digital storefront for a global brand has come with its own set of challenges. As a leading auto company that operates in more than 150 countries, a strong customer experience design is vital and will undoubtedly provide a strong foundation as the brand continues to grow. Given the global operation of the brand with many stakeholders across the world, there will undoubtedly be constraints. One of the most difficult, yet crucial, challenges throughout this customer experience redesign was to ensure we aligned with the global brand while focusing on the U.S. incremental market growth.
I wrote the important lessons I learned from this project on a separate blog: