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Challenge
Build An Adaptable Reservation System
Volkswagen's debut electric SUV, the ID.4, wasn't just a vehicle launch. It was a test of whether they could deliver a fully digital shopping experience in a space traditionally dominated by dealership visits.
I joined the project midstream to help finalize and refine key flows in the reservation experience: trim configuration, checkout, and post-reservation onboarding. But just as we were preparing to launch, work came to a halt due to COVID-19. The team disbanded while the product was only a couple weeks away from going live—and it was up to the remote dev teams to bring the designs across the finish line.
Impact at Launch
Vehicles reservations placed within the first 8 hours
Dealerships activated through the platform
Organic search traffic increase
The 1st Edition Trim
The business decision to launch the ID.4 with a limited-run "1st Edition" trim—available to the first 2,500 customers—created a unique UX challenge: designing a system that could highlight this exclusive offer while seamlessly reverting to the full trim lineup once sold out.
It required:
- A logic model that could support timed content and transitions
- Flexible configuration UI that didn't break once the offer expired
- Dynamic pricing and inventory logic based on availability
I partnered closely with product owners and business stakeholders to deeply understand launch KPIs and constraints. Together, we aligned on shipping the special 1st Edition trim as a limited-time entry point while designing a logic model that could seamlessly scale once the offer expired. Our goal wasn't to deliver a perfect system—it was to ship a scalable, adaptable, and high-quality experience that was ready on time.
I co-led design on the following critical flows
Trim & Feature Selection Logic
Checkout Flow + Reservation Confirmation
Post-Reservation Onboarding
I collaborated daily with product owners, engineering leads, and other designers to deliver high-impact UX quickly. My role included hands-on wireframing, systems logic mapping, content hierarchy, and iterative handoff through agile sprints.
My Approach
1Trim & Feature Selection Logic
This wasn't a standard car configurator. Trim-dependent features needed to appear or disappear dynamically based on:
- Powertrain selection (RWD vs AWD)
- Inventory and dealership availability
- Launch-specific content (1st Edition)
I created logic maps and fallback rules to ensure users always saw a clean, tailored experience—even as trims became unavailable. This modular thinking ensured the configurator could scale beyond launch and support future models or EV releases.
2Checkout Flow + Reservation Confirmation
The checkout needed to be clear, minimal, and fast—especially for customers spending over $40,000 online. I focused on:
- Reducing friction with inline editable car/package/dealer fields
- Communicating urgency ("Reservation will be locked in X days")
- Providing instant confidence through a step-based tracker that showed exactly where users were in the reservation process
The confirmation screen wasn't just a receipt—it was a moment of delight, personalized with name, vehicle render, and timeline.
3Post-Reservation Onboarding Experience
After checkout, users were asked to create an account to manage their configuration and track production. I viewed this as an opportunity to set expectations and build trust by defining:
- Account value messaging ("Why create an account?")
- Onboarding steps
- Visual clarity around ETA, trim, and dealership status
This onboarding flow reduced post-checkout confusion and laid the foundation for a better dealership experience.
Results
- Successful launch with minimal UX issues, despite a remote finish
- Reduced customer confusion through dynamic option logic and confirmation steps
- Built a flexible system that continues to power vehicle customization post-launch
- Positive internal feedback on clarity and readiness of design documentation, even post-handoff
What I Learned
- Design for the handoff, not just the ideal state
Because the team disbanded just before launch, the clarity of my handoff was tested—and it held.
- Fast UX doesn't mean bad UX
When business objectives are clear, you can move fast and still design responsibly.
- Design systems don't solve design problems—people do
- Working through mid-project system updates showed me the value of close partnerships with devs and product owners over pixel-perfection.
TL;DR: I helped design and scale the UX for Volkswagen's first-ever EV pre-order experience—balancing business urgency, user clarity, and system complexity, all in the face of a global shutdown.