Ownership Resources
How might we create an experience that gives enough information in order for the customer to make a decision and once that decision is made how do we nurture them through the buying journey.
What lead up to creating a resources area within the VW.com experience?
Context
The initiative was commenced as Volkswagen wanted to create one epicenter for all of the owner focused content. We wanted Volkswagen to be the umbrella to essential house customer and vehicle information, not link to other web spheres.
So we hit the ground running by taking an audit of all the sites that existed, how they were mainitend and how much traffic they were getting.
We also made a plan to sunset the stand alone websites. (NEED NEW TEXT).
Existing Ecosystems
Service focused sites
8
Accessory focused sites
3
Educational focused sites
3
Results
Text to come.
Participants of the usability testing didn't run into any significant usability issues. But they almost unanimously preferred a map-first approach. Participants mentioned the desire to be able to come out of the subway, open the app and quickly identify the nearest location. The map-first approach would help them tap into one of their main reasons for joining Spacious: access to the entire network and the ability to freely move around the city. Space photography was helpful, but not a primary driving force in their decision maki
So we hit the ground running by creating a future-state map to create a vision for the user experience to be made. We identified what sites existed and who maintained them.
Loyalty based sites
2
Sample of Ecosystem Audit
Sample of Future-State Mapping
What content was relative to the customer?
Problem
Sure we had lots and lots of content and all types, videos, articles, manuals, tips and tricks, etc. But now that we identified the sites that held this and the content within, what mattered?
How might we discover…
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How might we…
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Statement slide
So we asked our members what they thought
User testing content
Using user testing.com we asked them a customer segment to identify what mattered to them.
Testing example
User testing results examples
And we released a survey
We also ran a survey, in which our members were invited to rank various space attributes in order of importance to them.
Survey results examples
Where should educational content live?
Navigation
When we think of ownership content how do we make accessible to the users in a thoughtful way. It not only needs a home but should be available at the right time so decisions can be made.
The journey for content
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Navigate
Exploration
Evaluation
Conversion
Onboarding
Retention
Advocacy
Global navigation
Global navigation secondary
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Wireframes
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Title
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Wireframe slide examples
So we asked our members what they thought
User testing wireframes
We gathered insights around preferences while also looking to identify any usability issues.
Testing example
Statement slide
Text
Visual designs
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