top of page



Like many other car manufacturers, Volkswagen had identified electric cars as a growing segment. The company was developing a new MEB platform for electric cars. 

Concept cars that were being prepared for production were from their 'I.D.' series. Three cars were planned for release in the early 2020s: The 'I.D', a Golf-sized vehicle expected to be their first mass-market EV, a crossover all-electric 'I.D. Crozz' and the 'I.D. Buzz', an electric minibus.


Volkswagen wished to raise the profile of electric cars on their website, but needed the information architecture and navigation to work alongside their selection of petrol, diesel and hybrid vehicles.

My role

Two techniques were used to establish how users expected to find content on electric vehicles on Volkswagen's website. These were used to design the information architecture and the navigation.


An agency identified potential users who were willing to participate in the research and I collaborated with a UX designer to devise the tests:


  • card sorting

  • tree testing


Following analysis of the results, I prepared copywriting briefs and selected and prepared images for the CMS.

Content strategy, copywriting

Client: Investors in people

Agency: Ogilvy

Industry: Professional services

Project goal: Brand enhancement

bottom of page