Volvo Retailer Locator

Volvo Retailer Locator project for global markets

The Volvo retailer locator flow and customer experience varied from over 30 markets, in behaviour, design and conversion. This created a lack of trust amongst the retailers and users and a disjointed brand visually with lower targets.

Impact

The project launched successfully across global markets and produced great results in driving user engagement, enquiries made and calls to retailers to book their next test drive, a service or make conversations become easier.The UX/UI optimisations were designed to strengthen the omni channel experience by making it easier for users to identify the right retailer and ultimately drive more qualified foot traffic to physical points of sale.

161,873 users

Increased discovery and journey completions

10-25 %

sessions rising by 10–25% compared to previous period

10-20 %

user volume increasing by approximately 10–20%

NPS +25-30

increased engagement and adoption of the new Retailer Locator

+48%

14168, best markets 🇩🇪 🇬🇧 🇸🇪

+7 %

5329, best markets 🇺🇸 🇬🇧

+39 %

1971, best markets 🇩🇪 🇬🇧 🇯🇵

+27 %

4232, best markets 🇩🇪 🇧🇷 🇵🇱

Discovery and kick off

Cross cluster service mapping to understand all the interaction points, missed opportunities, loss of data points and build consensus with the teams on the high value and build requirements.

Features, priorities, descoping

The team focused on creating the best in class solutions for users, including analysing and mapping high value features VS high effort features VS time x cost.

I led lean business canvas solution workshops to identify the key user needs, the company goals and ideal scenarios.

The difficulties faced including technical architecture origin or dependancy on various teams. we worked together to prioritise critical features and descope others.

The foundation for upcoming development increments further streamlined the opportunities for lead generation with Retailer Locator as an entry point which was key.

Wireframing, prototyping, user testing

Multiple teams were building similar features independently, creating fragmented solutions and limiting our visibility into usage—especially important as the team manage the Google Maps invoice. Without shared insights, we couldn’t optimise performance or control costs. By consolidating these efforts into a single, unified solution, we can improve cost efficiency, streamline development and maintenance across teams, and ensure alignment with a cohesive design system while still allowing the flexibility needed for team specific features.

We ran multiple rounds of rapid design and prototyping to validate the new flows and identify which concepts delivered the strongest engagement and usability.

Usertesting.com: unmoderated user journey testing with participants from 🇺🇸 🇩🇪 🇬🇧 🇸🇪 LaunchDarkly: A/B testing on card variants with metrics – on volvo.com

This key flow design and component tested well with 100% flow completion rate and some iteration improvements on the pill UI affordance. 7 unbiased participants and 7 internal participants that worked closely with Volvo retailers in Sweden.

I created responsive designs across all key breakpoints to ensure a consistent experience on every device.

Restrictions include: design system language on pill motion interaction and colour variations. These are noted for backlog phase 2 stage.

Hi fidelity | engineering handover | live components

New components were created in order to fulfil a complete user experience across the Volvo .com sites. The first dark mode version was also designed in time for the project launch, all high fidelity screens compliant with A11y standards for web.

We worked with a localisation tool to create solutions for global languages including right to left format.

Global rollout & measured impact

Delivered in 1.5 months across 52 markets including Europe, Asia Pacific, the US, Latin America and the Middle East.

First month reported results: 161,873 users; sessions increased 10–25%; user volume increased 10–20%; NPS +25–30. Pre owned clicks +48% (14,168), service scheduling +7% (5,329), test drive bookings +39% (1,971), and quote clicks +27% (4,232). Strongest markets varied by action.

Usability testing achieved 100% flow completion among 7 independent participants and 7 internal participants close to Volvo’s Swedish retailers. This is a test result, not a claim about all live site users.