Volkswagen
I worked on this project as the UX designer along with Trent Herbert, Krez Cukljek and UX researcher Laura Barncard
The problem we were trying to solve was very broad. “How can we increase the online sales of Volkswagen?”
FINDING THE RIGHT PROBLEM
To find the right problem, we went to dealerships and talked with clients. What was their experience online? How they booked the test drive? Why they didn’t book it online? Have they compared different models online? Etc.
HEURISTICS EXPERT REVIEW
We set a bunch of tasks that users usually do on website. For example; Booking a test drive , Configuring a car, Comparing cars, etc.
Then I printed all touch points for each task and mapped them out on a wall and started pointing out the sections that were not based on heuristic rules and best practices.
USABILITY TESTING
We asked City Groups testing centre to find us 10 people who have recently purchased VW or are thinking to purchase one.
During one to one interview that was conducted by our UX researcher Laura Barncard, we asked them to do the same tasks that I’d done heuristics reviews on.
I was present behind the glass window to help with conceptual findings.
FINDINGS AND PITCH DECK
It is time to start putting all findings in a pitch deck. The structure of pitch deck is very important to deliver the key message in short time.
So we decided to follow this structure:
Who we are?
Who are our clients?
What was our approach to VW project?
What methodologies have we used to tackle that?
What are the key findings?
UX expert review for each task?
Conceptual findings from user testing?
Quick win recommendation?
Long term recommendation?
What is the next step?