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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:


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



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.


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.

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