Impact
• 227% increase in car configurations
• 675% increase in myAudi interactions
• 2,763% increase in financing page visits
• Directly trackable sales hit an all-time high
• 675% increase in myAudi interactions
• 2,763% increase in financing page visits
• Directly trackable sales hit an all-time high
Roles
• Creative Direction: Brian Thompson
• Style Guide: Audi / Brian Thompson
• UX Design: Agency / Brian Thompson
• UX Writing: Brian Thompson
• Style Guide: Audi / Brian Thompson
• UX Design: Agency / Brian Thompson
• UX Writing: Brian Thompson
PURPOSE
• Allow people to configure, save and order a hyper-custom Audi
• Recreate experiencing our cars in real life using artistry and technology
• Create an emotional connection with Audi vehicles
• Increase myAudi sign-up, education, and engagement over the owner lifecycle
• Reimagine what an automotive site can, and should be — engineered
• Increase vehicle configurations and trackable sales
• Recreate experiencing our cars in real life using artistry and technology
• Create an emotional connection with Audi vehicles
• Increase myAudi sign-up, education, and engagement over the owner lifecycle
• Reimagine what an automotive site can, and should be — engineered
• Increase vehicle configurations and trackable sales
TAKEAWAY
• People built their ideal Audi and explored key features with unprecedented realism and scale — and ordered it
• People searched live new and pre-owned inventory to find any car quickly, get specific vehicle questions answered accurately, and locate a dealer to order
• People embraced myAudi to unify and manage everything they want to know about their Audi, from maintenance schedules to utilizing innovations
• People searched live new and pre-owned inventory to find any car quickly, get specific vehicle questions answered accurately, and locate a dealer to order
• People embraced myAudi to unify and manage everything they want to know about their Audi, from maintenance schedules to utilizing innovations
SUPPORT
• Highly customizable vehicle configurator
• 50,000+ image library and growing
• Integrated Google search navigation
• Evolving and increasing component kit
• Integrated experiences across surfaces
• Expansive, proprietary copy library
• 50,000+ image library and growing
• Integrated Google search navigation
• Evolving and increasing component kit
• Integrated experiences across surfaces
• Expansive, proprietary copy library
UX design and writing for desktop and mobile
Component Continuity
Using building blocks from the existing Audi guidelines, I created an array of flexible components to create distinct page designs for individual models, technical specifications, finance options, inventory levels, as well as brand campaigns, and seasonal promotions.
This kept all the designs super consistent and extremely efficient, even with ongoing content additions, updates, and revisions.
Process Flow
Working from the user persona, we created a task flow to find their ideal Audi vehicle, personalize the features, and begin the purchase process.
• Created a process flow to assist and guide people
• Hyper-customization feature selection capabilities
• Automatically saved vehicles created
• Locate dealer inventory for the vehicle they built
• Provide a better understanding of purchase options
• Invited people to begin the purchase process
• Created a process flow to assist and guide people
• Hyper-customization feature selection capabilities
• Automatically saved vehicles created
• Locate dealer inventory for the vehicle they built
• Provide a better understanding of purchase options
• Invited people to begin the purchase process
Identifying opportunities and Launching them
Landscape
Throughout the process, I was able to identify opportunities to celebrate amazing success stories throughout the Audi brand evolution to today.
solutions
• Researched historical innovations
• Presented a compelling business case
• Launched the Defining Moments section
• Celebrated Innovation, Motorsport, Ultra, and TFSI stories
• Presented a compelling business case
• Launched the Defining Moments section
• Celebrated Innovation, Motorsport, Ultra, and TFSI stories
Impact
• +24% time per session increase
• +37% click-through to key models
• +37% click-through to key models
Process and presentation
Detailed documentation
Watch the case film
Conclusions
• Cultivated allyship among cross-functional peers and stakeholders: product managers, project managers, data scientists, product designers, researchers, engineers, CxOs, human resources, finance, communications, and marketing
• Influencing product strategy with cross-functional partners, CxOs, and partners
• Guided and defined an evolving design system within a complex organization
• Influencing product strategy with cross-functional partners, CxOs, and partners
• Guided and defined an evolving design system within a complex organization
• Built a team by hiring, developing, and retaining high-performing employees
Impact
• 227% increase in car configurations
• 675% increase in myAudi interactions
• 2,763% increase in financing page visits
• Directly trackable sales hit an all-time high
• 675% increase in myAudi interactions
• 2,763% increase in financing page visits
• Directly trackable sales hit an all-time high
