A Digital Product Designer with experience in
UX Design, UI Design, and Web Design
Automotive
Type
Web Agency
Lenght
About 6 years
Role
Product Design
UX/UI Design
Content Design
Front-end development
Platform
CMS
Responsive websites
Landing pages
Web applications
New Dealerweb Volkswagen
During my 6 years in Pallino, I worked with important clients in automotive, all belonging to the Volkswagen Group: Volkswagen, Audi, SEAT, Skoda, Ducati, and Das WeltAuto (Italia).
For more insights into specific projects, read the details below.
In 2021, I led the redesign efforts for the websites and content management systems of Volkswagen dealerships. This initiative was prompted by the brand's shift in corporate identity, necessitating alignment between the online presence of the dealerships and the new aesthetic and guidelines of the main brand.
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While concurrently engaged in the development of the brand's primary website, we encountered significant challenges with the dealership's digital presence. The new websites were beyond mere replication of visuals and user experience. Recognising the need for a redesign of the content management system (CMS), we aimed to empower both our team of content designers, responsible for frequent updates with new offers and cars, and the less tech-savvy dealerships to independently manage their content, including team information, promotions, offers, and used cars.
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Effectively, the brand tasked us with developing a new product that granted dealerships autonomy while enabling immediate updates after the main Volkswagen website.
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This project held particular significance for me as it granted extensive user research opportunities, including user interviews and testing with two distinct user groups. On one hand, we engaged with dealerships, not particularly tech-savvy, and on the other, with our editors, who were CMS experts. The challenge was to create a user-friendly and functional solution for both groups, prompting rigorous testing before, during, and after product release.
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The collaborative nature of the project extended across various teams, involving stakeholders, project managers, other UX designers, and numerous developer teams. Therefore, the project was executed using agile methodologies.
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The outcomes were fulfilling. Despite the inherent complexities, we successfully released the product alongside the main website. Subsequent observations revealed increased content updates by dealerships, timely alignment with main offers and new cars, leading to improvements in both costs and efforts. Furthermore, the product gained widespread adoption, with all Italian dealerships now using it.
New Das WeltAuto
In 2020, I was the lead designer for the redesign of the Das WeltAuto website tailored for the Italian market. This particular project holds a distinctive place in my professional journey as it marked my inaugural experience as lead designer, contributing to its significance in my career. Fuelled by a passion for enhancing existing products, I delved into this assignment with great enthusiasm.
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One of the most compelling aspects of this project was the extensive user testing conducted on the pre-existing website. This phase presented a unique opportunity to closely examine user interactions, identifying elements that were functioning optimally and areas that required refinement. The user testing process allowed me to gain invaluable insights into user preferences, pain points, and the overall user experience.
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After analysing the user testing feedback, I began the process of improving the website. The user journey underwent substantial enhancements to ensure a seamless and intuitive navigation experience. The content design received a thoughtful overhaul, with a keen focus on aligning it with user expectations and preferences. Simultaneously, I worked on refining the overall usability of the website, addressing any usability hurdles identified during the testing phase.
The transformation extended to the aesthetics as well, where I worked to elevate the look and feel of the website, creating a visually appealing and cohesive digital presence for Das WeltAuto in the Italian market.
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This project not only sharpened my design skills but also provided an immersive experience in leading a project from start to finish. It underlined the importance of user-centric design methodologies and the impact of a well-crafted UX on the success of a digital product.
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I am also pleased that we achieved an increase in user satisfaction, as evidenced by post-launch user feedback and surveys.
Product Design Volkswagen and Audi
Throughout the 6 years in Pallino I designed, developed and managed many different digital products, including websites, landing pages, complex web applications, and contact forms.
What I consider especially important has been working on the launch of several digital campaigns with on-site events, new car introductions, or new promotions. Overall, working on these campaigns increased website traffic and boosted lead generation, providing me with invaluable insights into how effectively guiding visitors through the conversion funnel.
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This experience has not only enhanced my skills as a Product Designer, but also straightened my ability to orchestrate impactful digital campaigns.
UX & Content Design Dealerweb
Overseeing the enhancement of UX and content for the Volkswagen Group Dealerships, I integrated design thinking principles into my role. My approach embraced a user-centric approach, ensuring that the content was not only informative but also aligned with the needs and preferences of the users.
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At the forefront of this work was a strategic structuring of the user journey, a task undertaken with precision and planning. The aim was to create an intuitive and engaging information architecture, allowing users to navigate seamlessly through the content. This structure wasn't merely visual, but it represented a commitment to continuously enhance overall usability over time.
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A key aspect of the design involved cultivating clarity and readability. The content was crafted to be clear, concise, and easily digestible. This was complemented by a thoughtful integration of visual design elements, adhering to the brands' corporate identity, ensuring a harmonious blend of content and visuals that contributed to a cohesive user interface.
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Consistency was a guiding principle in this journey. The tone, style, and formatting of the content were carefully maintained across different sections and platforms, contributing to a unified brand voice, continuously adding new components to the design system.
Accessibility considerations were also made, with adherence to standards ensuring that the content was accessible to a diverse audience.
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This was not a solo endeavour, but it necessitated collaboration with various stakeholders, product managers, designers, content editors and developers. Effective communication and collaboration were integral to aligning content with broader goals.
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As design is an iterative process, ongoing refinements were made based on user feedback and evolving project requirements. Regular testing and user feedback sessions were integrated into the workflow to ensure continuous improvements in effectiveness.
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The responsive design was a natural extension of content design considerations, ensuring that the content seamlessly adapted to various devices and screen sizes.
Analytics tools and AB testing methods were employed to track user engagement and behaviour, contributing to the optimisation of content for better performance.