Virtual Showroom Experience
Designing the future of automotive retail through immersive digital interaction.
Overview
As part of the Digital Experience team at Volvo Cars North America, I collaborated with cross-functional teams in the U.S. and Sweden to envision a new way for customers to explore vehicles online through a virtual showroom for the XC40 Pure Electric. The goal was to create an immersive, interactive 3D experience that allowed users to understand the car’s features and performance without visiting a dealership.
My Role
I led the design of the interaction model and UI system, developing a gamified vehicle exploration journey supported by Unity 3D and VR prototyping. The immersive concepts combined motion, sound, and spatial storytelling to simulate the feel of a physical showroom. I conducted usability testing with potential customers, using insights to refine navigation, engagement, and overall experience quality.
The visuals below capture early explorations, VR environment development, interface directions, and key learnings that shaped the final design.
a dual-navigation interaction model enabling users to explore the vehicle via 3D hotspots or structured menus.
content structure and UI framework combining 3D exploration, multimedia storytelling, and feature details.
complex EV features into a tiered menu system for intuitive browsing and clearer product understanding.
Built and tested a partial interactive 3D prototype to evaluate navigation patterns and usability through real-user feedback.
Recruited target-segment EV buyers to gather meaningful insights aligned with real purchasing behaviour.
Conducted remote usability studies with task-based evaluation and think-aloud observation via usertesting.com.
Identified behaviour patterns showing strong preference for freeform 3D navigation over hierarchical menus.
Learned that customers value full feature visibility, realistic immersion, and detailed information, especially on charging.
Validated that 3D exploration supports decision-making but must integrate test-drive scheduling and hybrid retail touchpoints.
Reflection
This project was a defining experience in understanding how digital experiences can meaningfully influence purchasing behaviour in the automotive industry. Working across teams in the U.S. and Sweden taught me the importance of aligning design decisions with business strategy, technical feasibility, and brand vision. User testing helped me see the gap between what designers assume and how real customers interacts, showing that immersion, clarity, and freedom of navigation are critical for trust and confidence in virtual retail.