VW

LAUNCHING THE GOLF 8

ABOUT

Client: Volkswagon

Project: Launching The Golf 8 (WPP Gloabl Pitch)

Year: 2018

Role: Senior UX Designer / Senior Service Designer

WHO ARE VOLKSWAGON?

Volkswagon, founded in 1937 is one of the largest automobile manufacturers in the world. Volkswagen translates as "people's car" in German. 

THE BRIEF

Volkswagen aimed to reduce its global network of agencies from 40 to three. In order to pick these three agencies, the upcoming launch of the new Golf 8 was used as a creative backdrop for the pitch. The question Volkswagon wanted an answer to was - how should a digital first Golf 8 launch to a committed customers base across the world?

WHAT I DID

As the Service Designer and UX Designer in a bespoke team of specialists from across the WPP network, I was given the responsibility of designing the ideal customer journey. The task was to create a customer journey map that covered the end-to-end journey for buying a new Volkswagon Golf 8.

As well as producing the customer journey map that would play a key role in the pitch, I aslo designed a number of high fidelity prototypes to demonstrate how a customer would be able to book a test drive and register with their Volkswagon owners club.

Above: Volkswagon Golf 8 Customer Journey Map

Above: High Fidelity Prototype To Demonstrate Key Customer Journey Moments

THE RESULT

WPP was appointed as Volkswagen’s lead creative partner in North America. You can read about the pitch win here.