Help us simplify buying cars online
Help content | Volvo
Background
Volvo knew that buying cars online offered unique challenges. How help content can make buying cars online easier?
The project
Volvo asked Wordland Design to revamp their help and support content by creating a new Support Hub. They wanted support content to be shown through a customer’s online buying experience to make decisions easier.
Additionally, our design system had to be easily used internally so Volvo's support staff could easily access information and better answer customer questions.
My role
I led the content design strategy and wireframed the new support hub concepts in Figma.
Support hub goals
Customers should say it...
"quickly answered my question."
"is organized in a way that make sense to me."
"made me feel understood and appreciated."
Volvo team members should say it...
"quickly answered the customer's question."
"is organized in a way that make sense to me."
"is easy to use."
Challenges
While we were hired by the Head of Web UX, the internal project manager for the support hub redesign was rejecting of outside help.
Needs for success:
Provide clear examples of gaps and clunky customer experience currently live on volvocars.com.
Get really creative about how to show support content on every page within buying process while keeping the backend organization of content easy and accessible for Volvo staff.
Content audit
I began by auditing Volvo's current customer experience for accessing support content throughout both their US and UK websites.
I asked a common customer question about determining "which Volvo SUV model is best for me?", and I followed the journey of answering that question throughout the site, including engaging in a chat session with a Volvo representative.
The results were scattered and only partially informative.
Conception
I researched 40+ websites known for their support pages and took ideas of what I felt worked from each. I developed a modular system to organize and surface content.
Modularizing content would allow Volvo teams to creatively tag support material (articles, FAQs, manuals), and specific sections of support articles, so information could be highlighted seamlessly. By anticipating what customer questions would be, Volvo could answer those questions on product pages by pulling in specific modules answering those questions.
Working with Volvo's UX Research and Content Teams, I determined popular customer support questions and high-level categories that those questions fit into.
I created wireframes of these concepts and redesigned what a new support hub homepage could look like.
I created an example support article showing the new, modular way Volvo could build support content. It illustrated how modules could be dynamically sprinkled throughout a customer's online buying journey.
In addition, I noticed a user experience gap within the shopping experience and created wireframes for a new shopping landing page that was built in a way that answered popular customer questions to guide them into their online buying experience.
Deliverables
I created over 30 wireframes showing how modular support content could be applied to different areas of volvocars.com, including chat.
Example wireframes shown include:
Support hub homepage
Modular support article answering a common customer question
Example of support hub article on homepage
Outcome
The Head of Web UX was pleased with the modular content thought process, and he asked me to extend this approach to include support content throughout the online checkout flow pages.
The internal support hub project manager, despite being skeptical on the outset, was thrilled with the outcome once I presented my ideas. He gave Wordland glowing kudos for my work.