Volvo Experience and Identity Guideline 

UX principles

User experience is simply how people feel when they use a digital and physical product or service.

UX principles

User-centered design is of utmost importance to our business. These are the main principles that always must be followed by everyone at the Volvo Group. 


Volvo main UX principles


Design for your users

Always start with the user needs, not your own needs. Make sure you fully understand them. Verify that the needs are met throughout the design process by creating low fidelity prototypes. Let potential users, colleagues and others test them. Again and again.

Different types of projects:

  • Design of new services.
  • Improvement of existing services.
  • Addition of new features to existing services.


Business needs and value

All UX design solutions for Volvo Group needs to consider return of investment. When designing digital services take into consideration both satisfied and happy end-users, and defined business goals.


  • Do not spend time on fancy details if they do not add value.
  • Focus on the essence and simplicity of the solution.
  • Ease of use gives the brand increased market value.


Design consistency

Consistency is the key principle of UX design. A consistent user experience – throughout the entire user journey – is the signum of a premium brand. It helps build value, credibility and trust.

Examples of what needs to provide a consistent experience:

  • Sounds
  • Icons
  • Fonts
  • Colors
  • User interaction patterns


Technology handshake

Technology keeps changing and so does business. Always verify, as early as possible, that the technology you want to use supports the design goals, user journey and visions of Volvo.
This will save time and money and speed up time to market.


  • Define possibilities and limitations of the technology before getting started.
  • Check continuously with developers to make sure your design decisions are supported by the technology and possible to build.


Validate and anchor

To maintain consistency and validate that the right design decisions are made, evaluate and analyze in detail every decision first. In the beginning, throughout, and at the end of every development process. Make sure to anchor the decisions continuously with key stakeholders. 

Key stakeholders include:

  • Brand departments
  • Technology and product owners
  • Business


Context and dependencies

In every UX project, map the context and dependencies. That means, for
example, how services will be carried out and how changes ripples through
in to other departments.


  • Ensure when, where and how the service, application or solution will be used.
  • If there are dependencies with other solutions, align decisions with people in charge of those solutions.

View Volvo Experience and Identity Guideline