Taigo — Showroom & CRM Communication

During my time at DDB Spain, as a UX/UI designer I participated in the adaptation of the Volkswagen Taigo digital showroom, working closely with the project’s copywriter and designing a targeted email campaign to complete the digital experience.

For the Taigo, our goal was to evolve an existing experience to reflect the model’s unique character—bold and authentic—through copy and visuals that invited engagement and conveyed its playful personality.

Design Approach and Key Contributions

Content Organization

Reorganization of content to allow users to easily discover the model’s strengths, such as its coupe-SUV design and connectivity features.

Brand & Model Personality

Design and adaptation of visuals and copy to reflect the Taigo’s distinctive, energetic character. From dynamic images and immersive colors to suggestive messaging, the showroom experience aimed to create a “Love at First Sight” moment, allowing users to immediately connect with the model’s charm and charisma.

Interactivity & Engagement

Inclusion of features like the 360° configurator to make it feel smooth, immersive, and fun. Users don’t just customize their Taigo—they experience it.

Connectivity Experience

Inclusion of interactive elements highlighting features of connectivity, supported by notifications, labels, and visual overlays. These familiar resources for a young, digitally-savvy audience helped users understand the technological advantages and reinforced the Taigo’s relevance for those who value staying connected.

Segmented Email Design

Design of a segmented email targeting users interested in the Taigo, conveying the model’s unique personality with a playful tone, appealing visuals, and calls-to-action encouraging users to experience it at the dealership. The goal was to create a stronger emotional connection than a simple promotional message.

Results & Insights

The project strengthened Volkswagen Taigo’s digital presence by creating a more intuitive, engaging, and visually modern showroom experience. UX/UI improvements, including a reorganized content flow, an enhanced vehicle configurator, and interactive elements, made navigation easier, boosted user engagement, and reinforced the emotional connection with users.

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Targeting a younger audience compared to Passat or T-Cross buyers, modern graphic elements and bold visuals were essential to connect with them. Clear, appealing messaging and consistent design reinforced brand perception and trust, while personalized communications helped fidelize potential customers, fostering long-term engagement.

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Feel free to check out the results of the Volkswagen T‑Roc project.

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