The Data Driven Truck

Merkle Sweden

Medal Won

🥈 SILVER – Best Use of Design and UX/UI

Campaign Overview

Volvo Trucks faced a significant challenge: their website had become cumbersome, making it difficult for users to access vital content and for the brand to align user needs with business goals. To address this, Volvo launched The Data Driven Truck, a data-powered initiative to optimize its global digital presence.

This initiative combined a user-centered design approach with continuous data-driven iterations, streamlining the website architecture to deliver seamless user experiences and maximize business outcomes.

Creative Concept

The campaign embraced Volvo’s core values while leveraging existing resources:

Generous Space: Simplified design layouts to ensure clarity and reduce cognitive load.
Iterative Testing: Used A/B testing to validate design hypotheses without wasting resources on singular, untested solutions.
Focus on UX/UI Essentials: Refined existing modules instead of pushing for a full redesign, aligning with sustainability goals.
Data at the Core: Positioned data insights as the driving force behind every design decision, ensuring the final product addressed real user needs.

Execution Strategy

Hypothesis-Led Design: Developed and tested hypotheses through wireframe iterations to align user needs with business objectives.
Iterative Development: Adopted an agile methodology, allowing for real-time feedback and optimization.
Localized Customization: Focused on crucial markets to pilot activities, ensuring the scalability of successful elements across global, market, and local sites.

Impact and Results

The initiative delivered exceptional results in under a year:

720% increase in users successfully finding local dealerships.
215% growth in time spent on product pages.
450% surge in contact form submissions globally.
239% rise in conversions using the truck builder tool, a critical lead-generation feature.

These outcomes validated the power of constant testing, data-driven decision-making, and iterative improvements in creating meaningful digital experiences.

Why It Worked

By prioritizing existing strengths and refining rather than overhauling, The Data Driven Truck combined Volvo’s brand values with innovative digital practices. Its focus on user-centric, data-backed solutions successfully streamlined user journeys and boosted key business metrics, setting a new benchmark for digital excellence in the transportation sector.