VOLKSWAGEN

Digitalising Car Buying Experience

A creative agency pitch visualising a new car-buying experience — from booking an initial test drive to exploring finance and payment options. Outputs included art direction for a promotional video, UI design for the online experience, and close collaboration with the creative team and business strategists.

OBJECTIVE

Streamline and evolve the digitalisation of the car-buying experience for retail customers.

BACKGROUND

95% of vehicle buyers use digital (Google) as a source of information.
Awareness: 57% browsed for car inspiration on their mobile
Consideration: 59% researched and compared prices and specifications on mobile.
Purchase: 9% purchased a car on mobile.
6 in 10 car-buying researchers are undecided and open to different models and vehicles — but by the time they reach a dealership, they often already know which vehicle they want to test drive.

RE-IMAGING UX

The online experiences showcased included an educational website for sales people to learn and adapt to the new digitalised car-buying journey. The idea was to optimise the experience for car-buying consumers, and to help sales people understand their customers better before interacting with them.

On the consumer side, a mobile web experience was visualised to guide users through booking a test drive at their nearest VW dealership.

ROLE

Visual Designer + Art Director // Responsive Web Design • Storyboarding • UI • Interaction Design • Logo Design / Two-week freelance contract.

TEAM

Creative Digital Director
Service Design
Business Strategist
Engineers

Visual design for key screens in the consumer experience.

PAIN POINTS
Customers can't book or schedule a test drive online.
Customers can't test drive a car without a salesperson in the vehicle.
Customers face pressure from sales staff to buy on the day of their dealership visit.
Customers feel pressured to choose a finance plan on the spot.

Visual design for an online training platform to help sales staff upskill their car-buying strategy, launched alongside the new consumer UX.

PAIN POINTS
Dealers lack information about a new customer's intent before they arrive at the dealership.
Dealers struggle to close sales or tailor their technique, with little insight into why customers don't end up purchasing.

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vw_visual_concept_ming-e_yip_design_project

Art directed a case study video to showcase the new consumer experience for car-buying customers, working closely with a motion designer and providing graphic elements for the promotional video.

The overall concept allows customers to choose their car online and book a test drive with their chosen dealership. The dealership receives information about the customer upfront, understanding their intent through their profile and providing the tailored information they need.

The dealership can prep the car in advance for a smooth test drive, and once a purchase decision is made, customers can manage their financing options remotely, without needing to be at the dealership. This gives customers the opportunity to purchase their car online and feel confident it's the right decision for them.