Overwhelming with corporate jargon and technical lists, VW's site was fast becoming a riddle to understand and a maze to navigate.
We began the overhaul of VW.com by restarting with human insights, needs, and desires—to create a simpler, more approachable, and useful experience for car shoppers.
Focus on simplification led to the core feature: Find a Match, where people can quickly pare down choice through the things they want: by size, color, feature, or price.
Coupled directly to live inventory, the site helps car buyers understand VW’s lineup, pick the perfect car, and find it within their neighborhood in one go.
To coincide with the site's debut, we developed a friendly design language featuring touch-first UI, bold typography, inviting colorways, form-highlighting product imagery, and simplified labels.
From principles to product, these are the ideas, concepts, and experiments that led to the redesign of VW.com.
I've redesigned VW.com twice, with the first one happening two platform generations earlier. A search-driven widget centered users for immediate navigation and content discovery.
I've redesigned VW.com twice, with the first one happening two platform generations earlier. A search-driven widget centered users for immediate navigation and content discovery.
I've redesigned VW.com twice, with the first one happening two platform generations earlier. A search-driven widget centered users for immediate navigation and content discovery.
I've redesigned VW.com twice, with the first one happening two platform generations earlier. A search-driven widget centered users for immediate navigation and content discovery.
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