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As part of a wider campaign, Volkswagen needed a way to bring owner stories onto the website in a more engaging and interactive way. The challenge was to integrate this experience without disrupting key user journeys, such as browsing vehicles, configuring cars or making enquiries.

The Brief

I worked as part of a wider team to design and shape the feature, from early ideas through to final UI. This included helping define how the feature should work, mapping out user journeys and creating wireframes to guide the experience. A big part of the work was finding the right balance between storytelling and usability. The feature needed to feel engaging, but not pull users away from what they came to the site to do. I also worked within existing platform constraints, making sure everything felt consistent with the wider site and didn’t introduce unnecessary friction.

My Approach

The final feature brought more engaging, story-led content into the website while keeping the overall experience smooth and easy to navigate. It showed how campaign content can sit alongside more conversion-focused journeys without getting in the way.

The Outcome

Loading screen with overlapping polaroid images and a button below it that says 'explore yourvolkswagen'
Landing screen with a big title that says 'Ken's Story' with a button below saying 'explore the story'. The background is of a smiley couple and their dog.
alt="An excerpt from Ken's story showing a picture of him driving and details of his ID.4"
Image gallery with the title 'There's one for you' and a subtitle that says 'Scroll to see more stories'
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