Volvo EX90 Product Description Page
English master copy for the global website
With the launch of their new 7-seater SUV, Volvo Cars needed to create a product description page to educate their target audience. It’s packed with unique active safety technologies, electrification capabilities, core computing and Scandinavian design. The challenge was to explain the benefits of these features to an audience with low knowledge (or interest) in cars.
Technical Updates
Technical Updates
When I joined the project, parts of the page were already live. It was my job to add copy for new features and update existing features for greater accuracy. The insights team had also received user feedback that we needed to take into consideration. The challenge was to do this in a way that felt cohesive with the existing copy.
Interior design
Interior design
Volvo Cars wanted to highlight to the premium quality of its products to increase customers’ willingness to pay. The challenge was to write about interior features in a way that honours the brand’s Scandinavian heritage.
Technical features
Technical features
The car has many new complex safety features that the audience would have never heard of. It was my job to write about them in a way that was easy to understand and relate to.
Behind the scenes
Research
Writing a product description page for a car that doesn’t technically exist involves a lot of internal research and sifting through documents that may or may not be up-to-date.
Interviews
Where research documentation was lacking, interviews with engineers, designers and other experts was often necessary.
Stakeholder management
Liaising with stakeholders and seeking feedback was necessary in order to ensure accuracy and legal compliancy.