User goal
Multi-brand Checkout Redesign
A scalable e-commerce framework designed to feel unified at its core and on-brand at every customer touchpoint.
Project notes
Business goal
Create one flexible checkout foundation for six Volkswagen Group brands, reducing development effort while preserving each brand’s distinct identity.
The challenge
Design one seamless, scalable checkout structure for six brands while supporting cars, merchandise and payment links without losing each brand’s distinct identity.
Overview
To create a seamless and scalable checkout experience across all Volkswagen Group brands, we started with a detailed competitor analysis, examining best practices from industry leaders to identify opportunities for improvement.
Using these insights, we developed wireframes and a user-centric structure that balanced usability and functionality. After multiple design reviews with the Product Owner and discussions with developers about technical feasibility, we refined the flow to align with real-world constraints.
The final high-fidelity designs were created within Porsche Holding’s Unity UX Design System, ensuring brand consistency while optimizing design resources. To validate the experience, we conducted usability testing on Userbrain and used the feedback to refine the design further.
The result is a flexible yet unified checkout process across Škoda, SEAT, CUPRA, Audi, Volkswagen, and Volkswagen Business—balancing efficiency, scalability, and user experience.
