Audi Brand experience
Oversaw the full lifecycle of MVP product development in dynamic visual prompt engineering for AI applications. Directed a team of machine learning and artificial intelligence experts through a collaborative approach to product ideation, user-centric research, and conceptual development. Defined digital strategies and executed go-to-market plans while managing the development of core features and end-to-end customer experiences. Designed AI model template libraries and spearheaded the initial UI/UX architecture for the MVP product presentation.
My Role
Lead UX Designer
Competitive/trend/tech research
Led UX/Concept Workshops
User Research
Type
AKQA (Agency)
Duration
6 months
Challengedesign the a future platform that customizes your Audi journey, enhancing your user experience and shifting the focus to the brand.
This platform is designed to provide users with a complete experience, from exploring and buying Audis to ownership and education. It focuses on the needs of individual users, customizing their journey from their current vehicle to the next and anticipating their needs. By shifting from a vehicle-centric approach to a brand-focused one, the platform aims to understand user needs, engage with customers in their environment, and provide relevant content and services, thereby enhancing personal care and user experience.
customer insightThe majority of future-focused ideas were enthusiastically welcomed, with owners looking forward to their near-term execution. The data from the interviews underscored that ongoing changes in consumer expectations across different sectors are escalating the demands for Audi's ownership proposition at a faster rate than initially predicted..
My rolesI led UX and concept ideation, and worked closely with strategy to conduct user research based on current customers in popular car cities.
CONCEPTUAL UX R&D
While managing ongoing projects, I implemented consistent check-ins and critiques with the teams. This ensured quality design and UX, provided feedback and kept projects on schedule.
USER RESEARCH
I helped 3Plus1 during its early startup phase by identifying areas for improvement and advocating for process changes. This included GTM strategy, marketing, branding, roadmaps, and creative processes.
DESIGN DIRECTION
I created actionable vertical strategies with product partners, leading workshops, gathering research, and guiding prioritization.
CUSTOMER
JOURNEY Personas
PRE OWNER
Reduce the stress and hassle associated with research and purchase
NEW OWNER
Onboard new owners to help them get the most out of their new car
EVERYDAY OWNER
Turn owners into advocates through seamless service and community building
SERVICE
Streamline service offerings with predictive notification based on mileage and service history
REPURCHASE
Reduce the time and hassle associated with research and purpose
Conducted desk research on current and future trends in technology and culture to provide guidance for r&D.
The majority of the next generation concepts were positively received, but owners want to see them put into action soon. Interviews revealed that Audi's ownership offerings need to keep up with new consumer expectations in other categories, which are increasing faster than expected.
The appeal of reduced shopping-process friction and time savings is high. To motivate users to sign up for a myAudi account, the website's functionality should be improved. In the near term, saved configurations and inventory alerts tied to myAudi should be prioritized to streamline the current shopping experience and enhance conversion. By establishing a relationship between shoppers and Audi pre-purchase, Audi will also be able to offer the benefits of ownership, which can encourage purchase.
PRE OWNER
NEW OWNER
The augmented reality layer is seen as a helpful and user-friendly tool for exploring new features and related content. It provides an intuitive alternative to diving deep into the MMI, especially after a complex delivery session. Compared to the manual, it offers a more accessible way to understand vehicle functions. To create a frictionless and innovative learning experience, AudiIQ static hotspot guidance should evolve to leverage the phone inside the car.
Audi’s brand image has always been associated with smart and premium technology. By integrating IoT capabilities, Audi can reinforce their position in the market and emerge as one of the leading OEMs. Exploring the possibilities and permissions to leverage the telematics data that will soon be available is recommended. With app integration, the device settings can be easily adjusted even when the user is not in the vehicle.
everyday OWNER
We prioritized automated service follow-ups that make the impact of servicing tangible for Audi owners. Many owners struggle to understand the services they paid for and whether they were essential. By making the benefits of servicing with Audi more transparent, owners are more likely to trust the servicing relationship. This delightful functionality reinforces the value of servicing with Audi and may potentially steer owners to have service performed at Audi dealerships rather than independent shops.
service
Repurchase
Enthusiasts consider it the future, while others feel it adds to their sense of prestige as an Audi owner. Even if they wouldn't use the program, many found it intriguing. Pursuing this offering was recommended, as its innovative nature enhances the overall perception of the Audi brand. Despite not being the first mover, Audi could still benefit from Cadillac's Book service's low awareness.
