Vinfast USA

As the team leader, I oversaw the complete website design for VinFast Auto USA. Our main objective was to enhance lead generation through email CRM, streamline the reservation process for customers, and enable them to easily configure their vehicles based on their preferences. We aimed to provide a seamless customer experience throughout the order fulfillment process, as well as for account management and customer relationship management at VinFast Auto.

We created a minimalist and visually appealing website, reflecting VinFast's sophistication and innovation. Highlighting the key features and unique selling points of the vehicles, we ensured full responsiveness for all devices. Our design team delivered a website that meets the needs of VinFast Auto and their customers impeccably.

My Role

Associate UX Director

Lead Core UX Processes

Research/Wireframes

Project planning/roadmapping

Led a team of 4 in designing the car configurator, account section, and CX purchase journey.

Type

AKQA (Agency)

Duration

9 months

Challenge

Design an interactive car configurator with a clear and transparent cost structure, and a comprehensive customer experience that prioritizes account management and purchasing. Keep customers engaged and informed throughout the process.

We aimed to create a seamless and intuitive car configurator interface that provides customers an engaging and transparent experience. The interface should be user-friendly, allowing customers to manage their accounts and make purchases with ease quickly. We prioritized transparency in cost structures and payments to ensure customers remain informed throughout their journey. With a tight deadline, we aim to launch the project at CES in just a few months.

My roles

I led a team of four, guiding UX strategy and design to ensure core processes for car configuration and account CX.

DESIGN DIRECTION

I was responsible for overseeing the creation of a responsive web-based car configurator and the account CX flows. I also initiated new projects to improve information architecture, user education, and design systems.

CROSS-FUNCTIONAL DESIGN SPRINTS

Collaborated closely with stakeholders and developers to create a high-end, branded luxury experience for potential customers. Conducted frequent sprint check-ins to ensure tasks were completed and minimize scope creep.

STABILIZED TEAM

Amidst organizational instability, I provided stability to the team and successfully reconstructed a culture that was both collaborative and productive while also fostering kindness. Our team consisted of individuals spread across different countries, and we were able to leverage this seemingly disadvantageous situation to our advantage.

The development of the VinFast USA website was a complex project that involved the creation of various components, including the account section and dynamic dashboard. A significant challenge was to ensure that these features provided a seamless user experience and effectively guided customers through the purchase process, from vehicle reservation to ownership. Careful consideration was given to the design and implementation of these components to optimize their functionality and enhance the overall user experience.

100+ pages in 9 months

COre flows

CAR CONFIGURATOR

I collaborated with VinFast stakeholders and ZeroLight developers to work on the core UX of the VinFast auto car configurator. Our goal was to create an engaging 3D car configurator that allowed customers to customize their car's appearance and taught them about the vehicle's different features. This platform enabled users to change paint, wheels, and interior upholstery, among other things.We ensured that we approached it with a mobile-first mindset.

ACCOUNT DASHBOARD

We tailored the dashboard to cater to the unique needs of each user throughout their car ownership journey. Whether they're configuring, reserving, or owning a vehicle, we consider every detail to provide a personalized experience. Our account section is designed to be flexible and adaptable to meet the changing needs of our customers. With transparent information on the status of their vehicle, including delivery dates and the option to choose from specific add-ons and packages, users can rest assured that their account is tailored to their specific needs.

RESERVATION & TEST DRIVE

We wanted to provide a simple process for customers to reserve and test drive vehicles and detailed information and expert guidance to help them make an informed decision. We also prioritize customer safety and offer flexible financing options. We aimed to provide customers with a helpful, fair, and safe experience.