New UP!
Volkswagem
Overview
We were invited for a competition pitch made for the German car company Volkswagen to participate in the launch of a new car, the UP! The challenge was to show all its competitive advantages in a new category called urban cars. With compact design, economical, versatile, secure and superior performance.
Details
Role: Senior User experience
Company: Ogilvy & Mather agency
Client: Volkswagem
Project: New Up Launch
My role
I was the main senior UX design responsible for the role project.
We did research, studied this new category, prototyped and design the lead area.
Main tasks
1.Understand the new category of urban cars
2. Find out which users would be interested in this type of car and which features they liked the most or found most relevant
3. Design the site based on the lessons learned from customers and ensure usability
User Research
Through the immersion and user survey we understood the target audience to which the car was destined: mothers, young adventurers and young middle class adults. Also, visiting dealerships we were able to assimilate on the website some characteristics of how the sellers presented the car and its features to the customers in physical stores.
The Solution
The website shows the car’s full potential and how it fits the public needs. There, the user can see all the features in detail and show interest in the automobile. Since most Brazilian customers do not purchase vehicles online, our goal was to generate leads for the brand.
Qualified leads – potential buyers contact
At the other end of the strategy, the leads were analyzed by the Brazilian credit analysis system – SERASA, and the ones with the greatest purchase potential were directed to a dealership in order to contact them, and so, having a higher probability of closing the sale.
