Volkswagen
Volkswagen is an automotive icon navigating a market where digital research increasingly precedes physical dealership visits. This project identified customer behaviors to ensure a seamless transition across all stages of vehicle ownership.
Company
Volkswagen
Size
Enterprise
Industry
Automotive
Role
Product Designer
Contribution
Service design, journey mapping, archetype development
The customer journey involves over 900 touchpoints. The challenge was to identify friction points and business opportunities within this vast ecosystem for diverse user groups with distinct motivations.
I led a service design initiative to map the "Kundresan" (Customer Journey) across five core stages.
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Archetype Definition: Defined four key personas (e.g., The Family, The Commuter).
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Behavioral Mapping: Analyzed digital behaviors, discovering high mobile dominance (89%) among first-time buyers.
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Frictionless Flow: Developed recommendations for digital assistance that mirrors the dealership experience.