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

Home high-fidelity wireframe with possible strategies we could take to tackle all of our customer profiles.

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.