As more of the car-buying journey moved online, Volkswagen NZ needed its website to do more than showcase vehicles. Customers were researching, comparing and narrowing down their options before ever stepping into a dealership.
I helped redesign the digital experience around that behaviour, making it easier for customers to explore more than 800 new and used vehicles, configure their preferred car and move towards reservation and finance online.
Lead UX/UI Designer · Journey design · E-commerce · Prototyping · Delivery
The Ask
Volkswagen wanted to create a more useful end-to-end digital buying experience while rolling out its new global brand direction in New Zealand.
The challenge was to make a large and constantly changing vehicle inventory easy to navigate, while connecting research, configuration, finance and reservation into a more cohesive journey.
The Solution
Working within Volkswagen’s global design framework, I designed the core browsing and buying journeys around how customers actually researched vehicles online.
The experience made it easier to explore inventory, compare options and understand individual models before progressing into configuration, reservation and finance. I worked closely with the wider team to translate Volkswagen’s refreshed brand into a clear, responsive digital experience while maintaining consistency with the global product ecosystem.
The Result
The redesigned experience gave Volkswagen NZ a clearer digital journey across more than 831 new and used vehicles, serving around 80,000 visitors each month.
Customers could move more easily from researching and comparing vehicles to configuring, reserving and exploring finance options online, giving the website a much stronger role in the journey before customers reached a dealership.
The work also gave Volkswagen NZ a digital experience aligned with its refreshed global brand while adapting it to the needs of the local market.