Volkswagen
vw.com
Producer
2013 - 2015
While at Deutsch LA, I was a producer on a 2-year, award winning website redesign project for vw.com. Taking inspiration from dating apps, we reinvented the way that people could shop for a car online, with every car in the US that is available for purchase having its own profile page with unique specs and images for that model and trim.
​
With this design approach, the website required over 10 million 3D asset renders to cover hero shots, interior and exterior 360s, and car trim details for 9 models and over 100 various trims. I lead efforts to manage the production of all 10 million 3D assets, owning the relationship with our 3D production partner, 3D artists, shepherding art direction, asset management, and ultimately owning the website integration and QA process.
Web Design
I was the 3D asset producer on a massive website design with over 10 million 3D renders, with all UX, research, design, and development done completely in-house. After 66 photoshop files, 139 wireframes, and 1343k lines of code, we launched a new approach to shopping for cars online, resulting in a 114% increase in Click-to-Call dealer actions on mobile. I worked directly with 3D render artists, developers, and a 3D production company to integrate the millions of images required for this new radical digital shopping experience. I was responsible for integrating all 3D assets into the QA environments and production.
3D Art Direction
With over 10 million images needed for the website, it was impossible to review every single one. I managed the partnership with Mackevision, a 3D production company, to coordinate batched reviews with our Creative Director and the product team in which we provided feedback on the 3D environmental lighting, product accuracy, quality of renders, and desired angles. This feedback was then applied and would render in real time as users browsed the website. I worked closely with the creative director, becoming his second voice to guard the quality of the images and push things forward.
3D Asset Production
When we first built the inventory of 3D assets, there wasn't an asset portal to actually access them. To solve for this, I built and maintained the primary user interface tool used both internally at Deutsch LA and by our clients to access online assets from the VW Media Server, increasing efficiency for QA and production and reducing the average time to pull 3D assets by 90%. I also led creative solutions for out of scope client requests, utilizing a multidisciplinary team to determine alternate image sources such as leveraging our existing 3D renders in order to stay within budget, while still increasing image output by 7x and fulfilling project deliverables.