Driving Engagement: A Case Study on how we revolutionized Volkswagen's inventory management, reduced bounce rates, and boosted sales through "VolksKlick'
VolksKlick, an inventory tool designed for Volkswagen, was created to give users a seamless online car-buying experience by allowing them to check the inventory for their desired car.
The users
Volkswagen costumers
First-time car buyers
Tools used
Figma, Adobe XD
My role
Conducting competitor analysis, user research, high-fidelity mockups, and prototypes while working with business analysts and developers.
The Goal
To create a user-friendly tool for a seamless car buying experience, and allow users to check inventory
The Problem
Volkswagen's website was seeing less buyers because of the complexity in navigation which resulted in a higher bounce rate and a low conversion rate.
The Solution
I along with a team of developers and business analysts brainstormed some ideas and came up with "VolksKlick" which means buy with a click. This tool enabled users to check the inventory without having to go into too much detail.
The Impact
The targeted conversion rate with VolksKlick was 45% but we were able to generate 32% leads and a 40% increase in buyer conversion (tracked using Google Analytics)
The Design Process
Requirement gathering ➡️ Defining the problem ➡️ Creating wireframes & user flows ➡️ High fidelity mockups
User journey map
People are confused when trying to decide which car to buy. They jump off to other websites to do research,
which results in a high bounce rate and low conversion rate. Buying decisions go through certain stages:
Wireframes
Mockups
After the placement of elements was finalized in the wireframes, I converted the wireframes into high-fidelity mockups, web and mobile version.
Usability Testing
The usability test for this tool was conducted using Usertesting.com where at first the testing environment was set up. The users were given a brief of the tool and what to expect from it. This product was tested with 2 users of the same age group.
It was conducted in a phased manner with the below steps:
Conducting Usability Test before launching the tool resulted in
32%
Leads generation
48%
Buyer Conversions
11%
Drop in bounce offs
My learnings in this project
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Leading an end-to-end design process
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Collaborating with different teams
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Involvement of users right from the beginning
See my other case studies
Serefin's Health Concierge
Standard Chartered Bank
