BACKGROUND
Have you heard? Volkswagen® is bringing back their classic minibus, but fit for 2023. As soon as I first saw this vehicle concept, it got me excited to think - how could VW ramp up excitement and sales with a virtual pre-order "party"?
getting the
party started
a virtual launch party
for the new Volkswagen®
all-electric bus.
ID.BUZZ
PRE-PARTY
Role
UX, UI, Product Design, Research, Branding
Duration
Mar-Apr 2022
Product
Responsive website for mobile and desktop
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UNDERSTANDING THE USER
This website is intended for car enthusiasts who are eager to learn more about Volkswagen’s® upcoming ID. Buzz all-electric minibus, and potentially join the waitlist for purchase.
Nostalgia and fun are major factors in the marketing of this vehicle, so playing upon these emotions is important to this pre-order campaign.
DEFINING THE PROBLEM
At the time of this project, Volkswagen's® website for the vehicle struggled at building the excitement and anticipation warranted by this amazing new concept.
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The goal? Build an exciting website that motivates customers to take action and get on the pre-order waitlist for their very own custom ID. Buzz.
USER PAIN POINTS
They can't wait. (literally)
Users were already so anxious to get their hands on the vehicle that they'd actually exhibit frustration at Volkswagen for taking so long to get it into production.
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They want it custom.
Users exhibited the most anticipation for the ability to see what their actual vehicle would look like, what it could do, and how to make it their own.
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Price value
Before pre-ordering the vehicle, users wanted to make sure the vehicle wasn't all fluff - and was actually worth the price tag.
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KEY CHALLENGES
How might we help users feel they are progressing towards receiving their very own ID. Buzz, without making any false promises or misleading the user?
How might we allow users to visualize and customize their ID. Buzz in the most fun way possible, while still maintaining trust?
How might we prioritize boasting the value of the vehicle and having price transparency throughout the pre-order process?
RESEARCH STUDY DETAILS
Research Methods:
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Primary/Secondary source study
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I read articles online, watched experts' opinions on YouTube, read the forums on Reddit, and read comments from the public regarding the pre-release of the ID. Buzz.
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Through this method, I discovered common pain points for the target user base.
Identifying the major pages required to make this party go was the focus of the wireframing phase. Shown here are the overview page, "ID. Customizer", and an example mobile website page.
EARLY DESIGN
DESIGNING THE UI
The branding of the ID. Buzz Pre-Party was all about appearing . . . well . . . like a party.
Bright colors that play off the colors of the vehicles, retro flair, and poppy words were used to make this website balance playfulness and trustworthiness.
FINAL DESIGN
Visualize in real-time what your customized ID. Buzz will look like, all while getting a clear run-down of what is included, and the price.
Full speed ahead! A satisfying sequence plays after customers successfully preorder their very own ID. Buzz.
A playful splash page builds anticipation and excitement. It's like being first in the VIP line to enter the party . . .
CONCLUSION + LESSONS LEARNED
Through the creation of the ID. Buzz Virtual Pre-Party, I have learned a lot about how to create a captivating site for marketing and presale of a vehicle. I also learned about how car companies use UX design to build trust and solve problems for their customers.
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In the future I could foresee Volkswagen® creating a website like this to change the way preordering is done. Out with the old boring preorder process . . . a car this fun deserves a party!
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