VolkswagenGroup
Thatnewcarandvan
websitesmell

Consumer Brands eCommerce

Volkswagen Financial Services (VWFS) provides finance, vehicle servicing and insurance products to customers across the entire Volkswagen Group in the UK. The group includes some of the most popular automotive brands including Volkswagen, Audi and Bentley to name but a few.

In 2018, VWFS asked us to develop their new to market car and van rental services offer to promote its growing UK retail network and to create a more seamless and intuitive booking experience.

We produced a UX prototype, which laid the foundation for a usability study across a number of VWFS customer segments. The study revealed a core requirement of the new Rent-a-Car offer should include a triage component to support non-technical consumers in deciding which vehicle is best for them. Since then, McCann have re-developed the new Rent-a-Car website, rolled out a further consumer website for Audi on Demand and support both sites.

Results

VWFS Rent-a-Car saw a 50% uplift in traffic driven to the retail network in the first two months after the websites launch. And the new streamlined visitor journey has shown a significant reduction in time to complete a booking. The project was so successful that the same strategic and UX approach was used to consolidate investment and accelerate delivery of the Audi-on-Demand website.

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