Volvo

Overview

I joined Volvo to lead their Recharge effort—moving the organization to an EV-first strategy. The work included overhauling the online shopping portal, the dealer inventory system, the commercial and fleet management app, and the Volvo Cars Mobile App.

Problem

Volvo had slipped in the rankings for their online experience—both web and mobile. Research showed users were confused about when and how they could purchase a vehicle, what offers and incentives were available, and how to find the right fit. The Covid-19 pandemic made things worse: scarce, unevenly distributed inventory compounded an already frustrating process and hurt the bottom line.

Key problems identified:

• Users couldn't easily navigate the website or understand the shopping process
• Filtering and shopping tools didn't match current features and offerings
• The design system didn't clearly differentiate EV, PHEV, and ICE vehicles
• Dealer locator wasn't integrated into the main shopping experience
• Multiple purchasing paths (Purchase, Lease, Care by Volvo, Build to Order) created confusion
• Mobile app didn't highlight EV-specific features like battery status
• No unified commercial/fleet purchasing solution

Goals

• Build a navigation that doesn't hide behind a hamburger menu
• Classify and group vehicles by their user-centric type (EV, PHEV, ICE) instead of arbitrary industry terms
• Fix the mobile app experience and make it clear what happens after purchase
• Get users excited about ownership and bring value during long wait times
• Make the experience of shopping for and learning about Volvo vehicles engaging and exciting
• Reduce user frustration throughout the buying journey and order management

Process

We started with prior research that outlined user frustrations throughout the buying journey. As pandemic wait times stretched longer, satisfaction continued to slide—after users had already navigated a frustrating ordering experience.

We built an entirely new navigation that prioritized search, order management, and shopping for vehicles by type. We brought in contextual dropdowns that were consistent across mobile and web views, and built in location and notification tools that were smart and session-aware.

Working with internal SMEs, we determined what filters and information grouping looked like, and built the conditional logic to categorize and organize them into systems that would make sense for consumers. We then added a comparison tool and a new shop-by-type feature that allowed users to compare features, shop models by use case, and save vehicles to their account and the mobile app.

We built an all-new specifications module for the app and mobile use cases that expands well onto desktop for deeper research. Using accordions, we organized features by priority of shopper preference and built out a system that would allow us to include videos, sliders, diagrams, charts, tables, and more without complicating the view.

Solution

New Navigation System

We created an entirely new navigation that prioritized search, order management, and shopping by vehicle type. The locked position keeps key actions accessible while scrolling—a direct response to user feedback about losing context during research.

Simplified Filtering & Facets

We built a set of filters and facets to simplify the ordering process for all buyers across Purchase, Lease, Care by Volvo, and Build to Order. We worked with internal SMEs to determine what filters and information grouping looked like, and built the conditional logic to categorize and organize them.

Integrated Purchasing Process

Rather than having to go to your local dealer and restart your search, users could now click a button and complete their purchase—all while still using the unified UI to view features and packages. We integrated retailer (dealer) inventory directly into the site.

Product Detail Page Design System

We built an all-new design system for product detail pages using preferred layouts from the mobile app, commercial shopping experience, and highest-performing dealer sites. Electrification metrics, like range, took center stage as we minimized ICE-oriented metrics and features.

Improved Fleet & Commercial Product

The ordering app for fleet and commercial purchases was rebuilt from top to bottom to reduce user frustration on availability, wait times, and actions to take.

Result

Volvo is experiencing improved ratings from J.D. Power and additional research firms for their mobile and web performance for both user satisfaction and quantitative ease of use. The commercial sales program saw a 17% decrease in customer service requests quarter over quarter. Dealers anecdotally reported higher satisfaction with the pre-purchase qualification experience and buyer sentiment upon arrival to complete their vehicle purchase. The internal team has leveraged the design system to further update the mobile app based on our research and new features are currently in development.