Service Designer

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.
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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:
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Card Sorting: An efficient technique to discern how users envisioned content organization on Volkswagen's website.
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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
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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.
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Key Achievements
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Successful alignment of information architecture with user expectations.
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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.
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Tools & Technologies
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Information architecture tools
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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.
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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.