Early Design Decisions
Before Volvo launched its new C30 model in the U.S., the automaker featured a “build your perfect C30 model” on its website.
The tool enabled US buyers to select the features they most wanted to see on the new model. The auto maker widely made the tool a fun, easy-to-navigate experience, described my some as downright addictive. The site received ten thousand hits in the first three months. (Imagine that number in today’s socially connective world!)
Lessons
- The feedback showed that Americans preferred a sportier, two-door Volvo.
- Europeans leaned more for safety-first options such as blind-spot notifications and antiglare rearview mirrors.
- “We thought we knew what we needed to do, but we needed some proof. The C30 is a different car,” said Art Battaglia, then product manager of Volvo’s North American cars.
This is a post as part of my blog series about Earning Customer Loyalty in a Digital World. Along with sharing what I know, I’ll be reaching out to experts for their tips on making the most of digital platforms. Whether you are a solo contributor, small to medium-size business owner or play a role on a Corporate Team (or some combination), I’ll be writing with you in mind. LinkedIn, Instagram, Facebook, Facebook Marketplace, Twitter, etc.—there’s lots to learn!
And, readers, please let me hear from you — Many of you are thought leaders and experts in your own field. Please share your knowledge and call me out when I have something wrong. That way, we can be on this learning journey together!