KEY IMPACT:

Since it's launch, the tool serves over 112,000 customers across Canada on a monthly basis.

MY ROLE:

Lead product designer. I designed a car comparison tool that balanced utility for potential buyers while upselling VW products.

What was at stake: VW stakeholders wanted a tool that only compared Volkswagen vehicles against each other. However, most of VW's competitors had comparison tools that let users compare vehicles across brands. Restricting the tool to VW-only vehicles would've made the tool less useful for potential buyers and create a missed opportunity to showcase how VW vehicles outperform competitors.

Why I made this decision: I pushed to include other brands but designed the comparison experience to favour and upsell VW throughout. The first vehicle loaded in the tool is always a VW vehicle. I integrated VW-specific marketing content (like videos showcasing brake assist technology) and visual call-outs that highlighted VW advantages. I made these design decision to create an experience that would give users the utility they expected while upselling VW at every touchpoint.