Strategy | UX Design | Team Management | Prototyping
Audi on Demand (Pitch)
Year: 2019
Client: Audi
Role: UX Strategist, UX Designer, Team Management
Challenge: The challenge was to design an app concept for Audi that provided a personalized, seamless, and premium experience for exploring, customizing, and purchasing Audi vehicles. The solution needed to reflect Audi’s cutting-edge technology, luxury brand identity, and sustainability goals, all while meeting the tight deadlines of a competitive pitch environment.
Situation:
Audi sought an innovative app concept that could serve as a personalized digital showroom for customers to explore their vehicles, configure options, and even complete the purchase process. The goal was to demonstrate how the app could elevate Audi’s brand by blending personalization, luxury, and cutting-edge technology, while creating a frictionless user experience. As part of a competitive pitch, the concept needed to stand out and showcase Audi’s vision for the future of car buying.
Task:
As the Lead UX Designer, I was responsible for:
Strategy: Developing a clear vision for the app that aligned with Audi’s values of innovation and luxury while addressing the needs of tech-savvy customers.
UX Design: Designing a seamless and intuitive user journey for the app that allowed users to discover, customize, and purchase vehicles.
Team Management: Supervising a team of designers and developers to ensure consistency and quality across all deliverables.
Prototyping: Delivering a polished, interactive prototype that demonstrated the app’s functionality and user experience during the pitch presentation.
Action:
Strategy:
Conducted in-depth research into Audi’s brand, target audience, and automotive industry trends to define the app’s purpose and value proposition.
Established the app’s core goals: allowing users to explore Audi’s catalog, personalize their vehicles, calculate trade-in values, and complete purchases online.
Collaborated with stakeholders to craft a compelling narrative for the pitch that tied the app to Audi’s brand mission of innovation, luxury, and sustainability.
UX Design:
Designed a visually stunning and user-friendly interface that reflected Audi’s premium brand identity.
Created user journeys for key app features, such as vehicle exploration, real-time customization (color, trim, packages), and integration with trade-in and financing options.
Focused on a streamlined checkout experience that made purchasing or reserving an Audi vehicle as intuitive as possible.
Team Management:
Led a multidisciplinary team of designers and developers, ensuring all designs and prototypes adhered to the pitch’s vision and Audi’s brand standards.
Conducted daily stand-ups and design critiques to align efforts and maintain progress under the tight timeline.
Collaborated with the branding and strategy teams to ensure the app concept aligned seamlessly with Audi’s marketing and business goals.
Prototyping:
Built a high-fidelity interactive prototype of the app, showcasing advanced features such as 3D vehicle visualization, gesture-based navigation, and AR-enhanced customization options.
Ensured the prototype communicated the app’s value clearly and effectively during the pitch presentation.
Result:
The pitch successfully secured Smart as a client, with the concept praised for its innovation, user-centric design, and alignment with Smart’s values.
The app concept became a foundation for future digital initiatives, showcasing Smart’s commitment to urban mobility and sustainability.
The project demonstrated our team’s ability to deliver high-quality, forward-thinking solutions under pressure, further solidifying the agency’s reputation for excellence in UX design.