Volkswagen has developed from a pure car manufacturer to a provider of modern mobility services and intelligent devices that make the everyday life of the customers easier and more pleasant. In line with this, the VW Group has given itself a new, forward-looking brand design in 2019, together with a strong attitude: human, open, inviting, transparent, responsible and authentic. In addition to the spectacular new logo, the digital media were also completely rebuilt as central touch points to customers, in order to be able to tell lively and authentic stories from the customer's perspective.
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I have supported Proximity as a UX strategist in the analysis phase to implement the new brand design for Volkswagen Commercial Vehicles. For this purpose I conducted a qualitative and quantitative content audit based on defined target groups and their jobs to be done. In workshops, the (new) content was then prioritized and defined together with the specialist departments using the existing and new module catalogue.
- UX Strategy with Jobs to be done method
- Workshops with the specialist departments
- Concept and new information architecture