The user back in control
A multi-brand website ready for the future of car sales
Finding the seamless user journey
The customer's story visualised
How does a car buyer move through the process of purchasing a new car? There’s a difference between the way we think customers use a website and how they come to their final decision in reality. User journey sessions helped us visualise the bottlenecks and opportunities
Companies are starting to realise that these days, you need to design for smartphones first. For Volkswagen, we had to cut content to make the site scannable and provide a content-rich mobile experience. After perfecting the mobile site, we turned up the experience for bigger screens.
“Great team to work with. Very dedicated to create the best result together with all the other disciplines we work with. Always keeping the end-user in mind.”
Loes de Ruiter
Product owner at Volkswagen
Satisfying the four most common user needs
Sixty percent of visitors come to a website for just one of four tasks. That’s why each Volkswagen.nl visitor is immediately offered four common tasks to proceed. We quickly tested the top task assumption in the design sprint and modified the website accordingly.
Eliminating buyer’s remorse
Storytelling rather than product pushing
The paradox of choice
We’ve made it easier to choose and decide, as well as limiting the number of choices. Cutting down on the gazillions of options makes the user feel happy with his choice once again.
Service is the new marketing
Thanks for the ride along
Creating a design system
Volkswagen.nl is component-based and built upon the principles of atomic design: it all starts with atoms that form into molecules, organisms, templates and finally pages. We created a pattern library so our designers could quickly design new templates and pages. Ultimately, there is ample freedom for the other brands in the Volkswagen portfolio to plug their own content in and come out with a totally different look.
“Working with a design system created a highly adaptable basis for websites of sister brands that would follow in the near future.”
Team Lead Visual Design