In 2016 I was the Lead Product Designer on a team tasked with envisioning the future of Audi's site and services. Our task was to identify and map evolving user needs across Audi's consumer journey and then concept, prototype and demonstrate how a digital experience could solve these unmet user needs.

In 2016 I was the Lead Product Designer on a team tasked with envisioning the future of Audi's site and services. Our task was to identify and map evolving user needs across Audi's consumer journey and then concept, prototype and demonstrate how a digital experience could solve these unmet user needs.

Design Challenges

Design Challenges

01 — Mapping an end-to-end car buying journey

01 -  Mapping an end-to-end journey

02 — Rethinking owned shopping experiences

02 -  Rethinking owned shopping

03 — Evolving service transparency

03 -  Evolving service transparency

Our project began through three weeks of qualitative research assessing and mapping the end to end customer journey. Our findings were unsurprising but great to hear first hand. Consumers were increasingly comfortable buying their car entirely online. They were put off by overmarketing on Audi's owned channels. They expressed increased interest in transparency around true leasing costs and resell value.

Our project began through three weeks of qualitative research assessing and mapping the end to end customer journey. Our findings were unsurprising but great to hear first hand. Consumers were increasingly comfortable buying their car entirely online. They were put off by overmarketing on Audi's owned channels. They expressed increased interest in transparency around true leasing costs and resell value.

Data showed that over 50% of car comparison and research was completed outside of owned channels. When users came to the Audi site, they weren't looking for marketing; they were looking to make a transaction. We cut through the marketing material normally associated with car buying and dropped users straight into a customizable product page. Allowing users to focus more on buying their dream car and less on the latest finance offer.

Data showed that over 50% of car comparison and research was completed outside of owned channels. When users came to the Audi site, they weren't looking for marketing; they were looking to make a transaction. We cut through the marketing material normally associated with car buying and dropped users straight into a customizable product page. Allowing users to focus more on buying their dream car and less on the latest finance offer.

Transparency and trust were identified as major barriers and concerns whilst purchasing a car. Financial information often felt masked, and the true cost of the car was difficult to track. We spent time prototyping better connections between the dealership and the user by providing vital purchase information in an app. Ultimately inspiring confidence in any purchase made.

Transparency and trust were identified as major barriers and concerns whilst purchasing a car. Financial information often felt masked, and the true cost of the car was difficult to track. We spent time prototyping better connections between the dealership and the user by providing vital purchase information in an app. Ultimately inspiring confidence in any purchase made.