Information Architecture Specialist

The Challenge

Volkswagen had set ambitious 2030 targets to increase the share of all-electric cars to 70% in Europe, with a parallel goal of 50% in the US and China. This transformation involved a comprehensive overhaul of the brand, emphasizing climate-friendly e-mobility, immersive digital customer experiences, innovative business models, and autonomous driving.

The Approach

To bolster the brand's shift towards electric vehicles (EVs), a digitization initiative was launched to elevate the prominence of EVs on Volkswagen's website and encourage a transition to electric driving. My role was dedicated to optimizing the site's information architecture. Leveraging two key methodologies, we aimed to align the website's content structure with user expectations:

Research

Collaborating with a UX designer, we initiated:

Card Sorting: An efficient technique to discern how users envisioned content organization on Volkswagen's website.
Tree Testing: A method to validate and refine the information architecture and navigation based on user interactions.

The Solution

After rigorous analysis of the research outcomes, I formulated comprehensive copywriting briefs and curated suitable imagery for integration into the content management system.

Role: Content Strategist

Client: Volkswagen

Agency: Tribal Worldwide

Impact

The revamped information architecture provided an intuitive and user-centric platform for Volkswagen's digital transformation, facilitating easier access to electric vehicle content and information.

Key Achievements

Successful alignment of information architecture with user expectations.
Implementation of optimized content structure for electric vehicle promotion.

Key Takeaways

This project underscored the significance of user-oriented information architecture in driving digital transformation within the automotive industry, particularly in the context of electric mobility.

Tools & Technologies

Information architecture tools
Content management system

Team Collaboration

Collaboration was essential, involving an agency's assistance in identifying potential users for research participation and a close partnership with a UX designer.

Conclusion

By enhancing Volkswagen's website's information architecture, this project contributed significantly to the brand's ambitious transition towards electric mobility, ensuring a seamless user experience and effective communication of their EV vision.