Volvo snippets - Proof Of Concept

THE CHALLENGE

To create an exciting and memorable waiting experience that enables Volvo customers to get primed and prepared for their car.

THE OUTCOME

A series of educational content that is informative and inspirational to the user. We want user to feel proud of their purchase and be prepared for this new age of car ownership

COMPANY

Volvo Cars corporation

TEAM

Onboarding Team - Volvo Cars app

ROLE

Concept strategy and definition, UX design, UX research, Usability testing

The experience today

Customers currently receive just delivery info and order details in the app. This leaves them feeling disconnected from their new premium car, dulling their excitement. Long wait times may make them forget key features and functions that initially thrilled them. Additionally, this leads to information overload for retailers during the car onboarding process.

Today, the experience lacks excitement, a product introduction, or an experience to look forward to

Lack of central content ownership

Customers typically find out about car and app features from retailers. They search for solutions to problems but often overlook the user manual, instead relying on Google. As a result, they may not fully grasp the car's features or use it to its full potential. The content is not centrally created, thus may not be consistent in terms and language, which impacts its quality and our premium brand image.

HMW we create an educational experience that is inspirational yet actionable to our users during the waiting phase?

The Solution - Volvo Snippets POC

Volvo Snippets offers helpful information for customers waiting for their car. We focus on important topics to help customers understand their car's value, especially as cars become more digital. Our content strategy targets complex and valuable topics, such as electrification and safety features. We aim to assist customers during their wait and until they are fully onboarded. We began with content on electrification and will introduce more topics later.

Background research

I was curious to see how other car and non-car brands address the same issue, as well as understand the needs of our customers to define the type of experience we might want to create, as well as to gauge the need for such an experience.

Using the education and guidance framework

The education and guidance framework clearly clarified the type of content experience we want our users to have, as well as the overall expected impact of that content on them as individuals. This structured approach ensures that the content not only engages them but also effectively meets their needs and expectations.

Concept testing

I ran user tests without a moderator to check usability and user behavior. A key finding was that users prefer to get straight to the point and tend to swipe quickly. Some changes were difficult because it was just a proof of concept, so we made small adjustments like linking to the manual and clarifying any confusing text by removing any ambiguity to reduce questions.