T-Roc — Showroom & CRM Communication

During my time at DDB Spain, as a UX/UI designer I participated in the adaptation of the Volkswagen T-Roc digital showroom, working closely with the project’s copywriter and designing a targeted email campaign to complete the digital experience.

For the T-Roc, the challenge was to create a fresher, more approachable visual and textual tone capable of connecting with a young, digital audience. My work focused on designing visually appealing and modern interfaces, using colors, typography, and graphics that complemented the dynamic tone of the copy and images, reinforcing the energetic and distinctive personality of the model.

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Design Approach and Key Contributions

Content Flow Experience

Reorganization and prioritization of the digital showroom’s information to allow users to navigate all sections intuitively, facilitating vehicle exploration and understanding of its key features. Ensured that both the adapted showroom and CRM emails displayed and functioned correctly on all devices, providing a consistent and engaging experience across touchpoints.

New Visual & Textual Tone Identity

Adaptation of copy and visual elements to balance the brand’s solidity with a modern and approachable feel. The copy was designed to generate interest and connection, both in the digital showroom and CRM emails.

Interactivity & Engagement

Inclusion of the showroom configurator optimization (color, wheels, extras, etc.) to make it more fluid and enjoyable, ensuring vehicle customization was engaging and kept users involved throughout the entire experience.

Dynamic Visual Storytelling

Incorporation of images, 360° views, and interactive videos to showcase technical details and reinforce the T‑Roc’s distinctive character.

CRM Email Design

Design of an email targeting users who showed interest in the T‑Roc showroom, ensuring the message was relevant and personalized. The design maintained the showroom’s tone and style, combining clarity and visual appeal, encouraging users to explore the vehicle and its configurator while strengthening the connection with potential customers.

Results & Insights

The project strengthened Volkswagen T-Roc’s digital presence by creating a more intuitive, engaging, and interactive showroom experience. UX/UI improvements, including a reorganized content flow, an enhanced vehicle configurator, and 360° interactive views, made navigation easier, boosted user engagement, and reinforced the emotional connection with users.

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Clear, visually appealing messaging and interactive elements reinforced brand perception and trust, while personalized emails and consistent design encouraged user interaction and helped fidelize potential customers, fostering long-term engagement with the brand.

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Feel free to check out the results of the Volkswagen Taigo project.

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