VOLKSWAGEN

Digitalising Car Buying Experience

Creative agency pitch visualising a new car-buying experience for customers, from booking initial test drive to allowing customer explore finance payment options. Creative outputs were art direction for promotional video, UI design for online experience, and liaising with creative team and business strategists.

OBJECTIVE

Streamline and evolve digitalisation of current 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/specifications on their mobile.
Purchase: 9% purchased a car on their mobile.
6 out of 10 of car buying researchers are undecided and open to different model and vehicle options. However, by the time they actually make it to a dealership, they often already know the vehicle they want to test drive.

RE-IMAGING UX

Online experiences showcased were an online educational website for car sales people to adapt and learn the new digitalised car-buying experience. The idea was to optimise the experiences for car-buying consumers and to help car sales people understand their customer better before interacting.

On the consumer side, a mobile web experience was visualised guiding the user to book their test drive at their nearest VW dealership.

ROLE

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

TEAM

Creative Digital Director
Service Design
Business Strategist
Engineers

Visual design for key screens in consumer experience.

PAIN POINTS
Customer isn't able to book and schedule a test drive online.
Customer cannot test drive a car without a car salesman in the vehicle.
Customer faces pressure by car salesman to buy on the day of visit to dealership.
Customer feels pressure with choosing a finance plan on the spot.

Visual design for online training website for car sales workers, to upskill their car-buying strategy alongside the new UX for car-buying consumers launched.

PAIN POINTS
Car dealer has a lack of information and intention of new customer who comes into the dealership.
Car dealer aren't able to close the sale or tailor their sales technique nor why customers don't end up purchasing.

vw_visual_digital_ming-e_yip_design_project

vw_visual_concept_ming-e_yip_design_project

Art directing user case study video to showcase new consumer experience for car-buying customers. Working together providing graphic elements to motion designer to create promotional video.

Overall conceptual solution is allowing customer to choose their car online and book their test drive with the chosen dealership. The dealership received information about the customer upfront and is able to understand customer's intent from their profile and provide them with tailored information they need.

The dealership can prep the car and the customer is able to test drive smoothly, and given a car being purchasd they are able to manage their financial options without being in the dealership. Customers have the opportunity to purchase the car online and ensure their decision is the right one for them.