Volkswagen Intertwined
A design system powering e-commerce for Volkswagen Group brands.
Year:
2022
Timeframe:
1.5 years
Tools:
Figma
Category:
Design Systems, UX/UI
Overview
Scaling E-commerce Across Volkswagen Group Brands
Volkswagen needed a design system that could power e-commerce platforms for multiple brands (VW, Audi, SEAT, Škoda, CUPRA) without forcing each one to start from scratch or lose their unique identity.
Problem
Each VW Group brand was building e-commerce experiences independently, duplicating effort on common patterns like product browsing, filtering, and checkout. This led to inconsistent quality, slow deployment, and wasted resources. The challenge was creating something flexible enough to respect each brand's visual identity while maintaining shared functionality and quality standards.
Solution
I designed a brand agnostic design system with reusable components and foundational patterns. The system established core UX standards and technical foundations using multibrand tokens, allowing each brand to apply their own visual language through controlled variables like colors, typography, and spacing. Teams could ship faster, maintain consistency within their brand, and benefit from shared improvements across the entire group.
Impact
Every Volkswagen Group brand adopted the system in some capacity. Teams shipped faster and significantly reduced time to market, staying ahead of the competition through quicker deployments. I designed over 30 components and patterns that powered most of each brand's e-commerce ecosystem. Quality improved through clear communication and thorough documentation, ensuring teams could implement consistently without constant designer involvement.
