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Case study

Reducing booking abandonment through contextualized dealer interactions

My role
Lead Product Designer (UX/UI & Strategy). End-to-end journey optimization for 120+ global markets
team
Agency-side, Agile Product Team (3 engineers, QA, PO)
disciplines
UX Strategy, Information Architecture, Stakeholder Management, Data-Driven Design
Impact
21% reduction in booking abandonment & 14% increase in lead generation.

A static contact model was leaking intent between browsing a car and booking a visit. We rebuilt dealer interaction as a continuation of browsing — context-sensitive, journey-based, and light enough to commit to.

Select your car
for a test drive.

AutomatikDieselElektroBenzinFilters

T-Cross

New Polo

Taigo

What variant are you interested in?

AnyLifeStyleR-Line

Up!

ID.3

ID.4

T-Roc

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Select your car for a test drive.

Feature or process highlight (scrollytelling)

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Step 1 of 3

The challenge

A fragmented user journey where vague entry points led to high abandonment during the transition from "browsing" to "booking."

Design approach

Moving from a "one-size-fits-all" contact method to a context-sensitive, journey-based information architecture.

The process

Discovery

Identifying friction in the "feature app" steps (dealer → car → model → calendar).

Step 1 of 2

Impact

21%

reduction in booking abandonment

14%

increase in lead generation

Things I’d do differently today

  • ...

Write when the structure is the problem.

Markets, constraints, and systems that no longer explain themselves.