Volkswagen Group – Building a new eCommerce platform
During my experience at diconium, I worked together with the Volkswagen eCommerce team to build a new eCommerce white label solution that could be used by all brands within the group such as Volkswagen, Audi, SEAT, SKODA, etc.
Although I was mainly responsible for tasks that belong more to the UX & concept sphere of design such as, customer flows and wireframes, I also ended up designing some UI screens and components that were later included in the Volkswagen style guide.
CUSTOMER PROFILES
Curious browsers
They have not ordered a Volkswagen product online yet. No specific product in mind when navigating the website.
Intent: Get inspired, see what‘s new.
Thrifty shoppers
They only buy the products they need at a specific moment. they are often on a budget and make sure they don’t exceed it when they shop.
Intent: Check the best offer, understand and calculate long-term effects.
The trendy
They are focused on innovation and modern lifestyle and are often returning visitors.
Intent: Experience what‘s new, multiple kinds of acquisition: trial, rent, on-demand, etc.
High spenders
They spend more than the average customers. This group tends to make large orders once every few months or weeks and cares about status and reputation.
Intent: Get the most premium and high-quality products.
Loyals
They promote the brand and keep a constant flow of revenue. They trust Volkswagen and its products and have a better understanding of the brand’s products, pricing, and services than other customers.
Intent: Feel safe and connected to the brand.
ECOMMERCE PILLARS
Based on the customer profiles, their needs, and Volkswagen's vision for their eCommerce. We defined three main pillars to serve as a basis for all of the upcoming design and business decisions regarding Volkswagen's eCommerce:
01. Convenient
02. Frictionless
03. Personal
WIREFRAMES
Checkout process wireframes
Home high-fidelity wireframe with possible strategies we could take to tackle all of our customer profiles.
Purchase process wireflows
UI SCREENS
Once the structure of the most important pages was defined, I started working on the UI, making sure the components I was using could be easily adapted to the other brands within the Volkswagen Group.
PLP for Used Vehicles
PDP for after sales products
PDP template being used for Audi (first row) and Volkswagen (second row)
Shopping cart - Mobile
