Bringing the People’s Car to life for Canadian car buyers
The Challenge
Volkswagen was rolling out a new global website framework designed to create a consistent digital brand experience across markets.
For Volkswagen Canada, the challenge was to translate this global vision into a locally relevant experience while accommodating Canadian customer needs, bilingual content and market-specific requirements.
The mandate was also time-sensitive. We needed to rapidly assemble a multidisciplinary team, establish the delivery approach and launch the new Volkswagen.ca within six months.
Key Findings & Insights
Making the global experience relevant to Canadian car buyers
The transition to the new approach presented an opportunity to rethink how Volkswagen connected with Canadian customers online.
Our review of the existing website highlighted opportunities to simplify navigation, streamline content and create clearer pathways for customers exploring Volkswagen vehicles.
Rather than simply transferring existing content into new templates, we could make the experience more intuitive, helping Canadian buyers move more easily from discovering a vehicle to exploring its features and taking the next step in their purchase journey.
The key was finding the right balance between Volkswagen’s global brand vision and the information, experiences and functionality that mattered in the Canadian market.
The Solution
Bringing the People’s Car to life in Canada
We translated Volkswagen’s global design framework into a digital experience tailored to the Canadian market.
Working within the global design system, we adapted templates, content structures and interaction patterns to create a consistent brand experience that reflected local customer and business needs.
Simplifying the customer journey
We conducted focused content audits and reviewed the website’s information architecture, navigation and page structures.
This helped us streamline content, clarify how information was organized and create more intuitive pathways for customers to discover vehicles, explore features and access relevant shopping information in both English and French.
Building the team and accelerating delivery
We rapidly assembled a multidisciplinary team and established the workflows needed to move from planning to implementation.
Working across strategy, UX, design, content and development, we prioritized the essential experiences for launch while planning additional features and enhancements for future releases.
Outcomes
- Launched the next-generation Volkswagen.ca MVP within six months.
- Brought Volkswagen’s global digital experience to the Canadian market.
- Streamlined content and navigation to create clearer customer journeys.
- Delivered a bilingual digital experience supporting English and French.
- Established a multidisciplinary team and a roadmap for continued platform evolution.
My Role
I led the strategy and experience design workstream for Volkswagen Canada’s implementation.
My responsibilities included translating the global design framework into Canadian market requirements, guiding information architecture and UX decisions, overseeing content and navigation planning, and helping establish the team and delivery approach required for launch.
