Build Consumer Confidence
VW Credit had created a new line of products that needed a site design and needed to be integrated in VW.com, whereas it did not exist prior to its creation. The site had to fall into a pre-established structure and had to display dynamic third party data for product specifications. The site needed to have calls to action that enabled users to engage with the product. Based on user specific criteria the site made recommendations for coverage and contact details – as well as providing this data into lead engines for internal sales reporting.
The process had to be simple, easy and establish trust with the consumer through content, product presentation and easy of interaction.
We created a few peronas for the younger demographic. They were the demographics that was the least likely to buy a protection plan, much less a plan online without knowing much about it. We kept these users in mind for the entire process and especially in the user journey work.
USER JOURNEY MAPS
Mapping the current as we as a new optimized user journey was very important for the success of this project. Clearing any negative points in the process that would build consumer trust and understanding were key.