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Published on May 19, 2015
Adam Sant, Experience Design Director at Deutsch LA, presents the first inventory-led automaker website that matches shoppers to real cars nearby at the 2014 UX Awards in San Francisco. The New VW.com earned Gold Prize for Best Brand Experience.
“Most car sites—including our old vw.com—are glorified car brochures. Car configurators don’t help you find your dream car. They let you build a digital car that may or may not exist, then send you to dealerships with fingers crossed. It’s out of touch for shoppers who are used to e-commerce sites like Amazon and Zappos. So what makes the new vw.com so innovative? We took cues from an unlikely source: online dating sites. The new vw.com uses matchmaking functionality to help shoppers find their dream car based on whatever they’re looking for—a particular model, features, color, or even price. Then it pairs them with new or used Volkswagen cars in their area. Each car even has its own profile page with images, features, specs, and payment estimator.”