Volvo Cars
Care by Volvo | XC40 Recharge Pre-Order
In 2019, I joined Volvo’s product design teams in California and Sweden to help shape the digital customer experience for two major initiatives: the launch of Volvo’s first EV, the XC40 Recharge, and the growth of their subscription service, Care by Volvo. This work supported a broader shift in Volvo’s business strategy to sell directly to customers, with goals of improving the buying experience while increasing revenue, loyalty, and margins in the U.S. and Europe.
At the time, Volvo had no digital consumer products on the market—yet within two years, Care by Volvo was generating over $2 million in monthly revenue across six countries. As a strategic UX designer, I helped translate business goals and customer insights into digital experiences that made buying or subscribing to a car online simple, transparent, and scalable. The projects below highlight some of the process and a few of my contributions.
Showcasing what's included
with Care by Volvo while offering
add-on's during checkout
After identifying confusion around what’s included in Volvo’s subscription service, I led the design of a more transparent, customizable checkout experience to improve clarity and increase perceived value. As the designer on the project, I partnered with the Care by Volvo PM who oversaw the checkout experience to integrate subscription details deeper into the purchase flow—framing it as a 2020 roadmap feature tied to customer acquisition and upsell opportunities.
The redesigned experience empowered customers to understand and personalize their subscription while unlocking new revenue potential for the business. I adapted Google Material's backdrop pattern to meet our content and responsive design needs, ensuring both a familiar user experience and scalable implementation for engineering.
Precise, transparent pricing—when it matters, because it matters.
While working with the UX researcher for Care by Volvo, I helped idenitify and transform early customer feedback into a concept that drove subscription growth. We found that by making pricing more transparent—showing the true, all-in monthly cost up front—we could reduce anxiety and reinforce one of the service’s core benefits of value and simplicity.
A key insight from our research highlighted how fear of hidden costs undermined excitement during the car-buying process. I led the design strategy to surface estimated pricing (including taxes and fees) earlier in the checkout flow, giving customers more clarity and control. To support this, I partnered with Volvo’s tax specialists to build a pricing system with over 85% accuracy, enabling the feature to ship as part of the 2020 roadmap.
The XC40 Recharge—Volvo's first mass-market EV and first attempt at online vehicle preorders.
As Volvo prepared to launch its first fully electric vehicle—the XC40 Recharge—I led UX design for the digital pre-order experience that converted early excitement into committed orders. This moment was both a milestone for the brand and a critical opportunity to prove that buying a car online could be simple, fast, and trustworthy. My goal was to remove friction and design the most direct path for customers to place a deposit and confirm their order.
Embedded within the marketing site, the experience balanced brand storytelling with clear transactional flow. By aligning business goals with user needs, we laid the foundation for Volvo’s future digital sales efforts and recycled a lot of the digital infastructure for processing online orders we had created for Care by Volvo making the delivery quick and efficient.
