whiteGREY
Volvo Cars Australia & APEC Online Purchase Journey
About
Agency: whiteGREY
Team: Experience Design team at whiteGREY
My Role: Junior UX Designer
Year: 2023
I assisted with developing an ideal state version of an online purchase journey that the client was interested in exploring.
My role involved researching competitor systems, developing concepts for the flow and providing support on design developments on Figma.
The Problem:
Volvo Cars Australia and other APEC customers were facing extremely long wait times between the time they were interested in a vehicle and when the vehicle would be available, with wait times up to 12 months. This created a great deal of frustration for customers and a sense of disconnect with the brand which posed a risk to the overall Volvo Cars Australia customer experience.
The Aim:
How might we develop a seamless customer experience, that keeps the customer top of mind and feeling in control of their journey?
01. Research
As the online portal had the potential to be a centralised space for customers to begin maintaining their relationship with Volvo, this was an important feature to explore. I took note of any associated EDM designs as well.
Competitor processes. Part of the online purchase journey development was considering the usage of an online customer portal. I was tasked with researching competitor user flows, and taking note of their online portals.
02. Concepting
Volvo ID Concept. Using Figma, I developed concepts for potential Volvo ID registration / login windows, and a user flow for within the account portal.
Various designs and user flows were explored, which were ultimately shared with the client as part of the broader online purchase journey development.
03. Broader Context
Under the guidance of the Experience Design Lead, I was also tasked with building out the payment pages, using components from the asset library. The development of these orders flows was not only a response to the particular issue of wait times faced by customers, but also as part of a larger CX audit of Volvo Cars APEC conducted earlier by whiteGREY.
User Flows. The Volvo ID Registration / Login pages, as well as the Volvo ID Portal, were key features of both the Ideal State User Flow and MVP State User Flow. These flows considered the online order journey, enquiry journey and any secondary flows that would be triggered by either journey.
Testimonials
Volvo APEC came to whiteGREY to consult on the digital experience of selling cars online. Nitara assisted myself and the design team in forming a landscape review, workshopping UX journey maps and co-designed and prototyped parts of the purchase flow. Nitara was a valued contributor to the project and great to work with.
— Scott Nolan, Experience & Design Lead @ AKQA