Audi USA
Designing the future of automotive digital experiences.
Audi
2018
Digital Design, UX
Associate UX Strategy & Design Director
UX Research, Interaction Design, Visual Design, Prototyping
10 months
Increase in digital engagement
More dealer appointments
Reduction in support queries
Who We Designed For
Premium car buyers researching purchases across digital and physical channels
Digital-First Researchers
Buyers who start online and want seamless continuity when visiting dealerships
Configuration Enthusiasts
Car buyers who spend hours customizing every detail before purchasing
Dealership Sales Teams
Staff using digital tools to enhance in-person consultations
The Challenge
Create a unified digital experience that bridges the gap between Audi's physical showrooms and online presence. Customers increasingly research online but make decisions in person—we needed to create seamless continuity between these touchpoints.
The Approach
We focused on bringing the tactile, premium feel of Audi vehicles into the digital space through micro-interactions, haptic feedback patterns, and attention to every detail. The configurator experience mirrors the precision of Audi engineering, with transitions and animations that feel mechanical and satisfying.
The Outcome
The redesigned digital experience increased engagement by 40% and significantly improved the customer journey from online research to showroom visit. Conversion from configuration to dealer appointment improved by 28%, and the experience has been adopted across global markets.