Audiusa.com

Client

Audi of America

Role

UX Design lead

Deliverables

Site redesign, brand strategy

Overview

My role as the UX Design Lead, I led the transformation of the Audi of America shopping experience, overseeing a team of UX & UI designers, engineers, and project managers. Working closely with product owners and Audi stakeholder teams, I directed the strategic user experience vision and provided guidance to the design team within an agile development process.

Result

I was accountable for the UX initiative that revitalized Audi of America's product pages and shopping tools, leading to a notable all-time high increase in customer visits to Audi dealerships. This effort encompassed enhancements in visual aesthetics and usability design, coupled with strategic improvements to Audi ownership portal tools.

Challenges & opportunity

Reimagine the digital automotive experience.

Leading an industry-first for a full auto manufacturer's website, our responsive design guarantees smooth functionality across diverse devices, screens, and browsers.

In parallel, the Progressive Retail initiative seamlessly blends Audi's retail and digital domains, closing the gap between customer expectations and traditional dealership practices. The redesign of the Audi website and online shopping tools introduces a strategic toolset, elevating the overall Audi dealership experience.

Design process

Design leadership

I led the development of the initial roadmap and crafted UX designs for all shopping tools on the site. Providing feedback to both design and development teams, I ensured alignment with key stakeholders' goals. My daily collaboration with cross-functional teams, including content strategists, ensured the evolving user experience met dynamic strategic needs.

User research

Conducting thorough customer research to gain deeper insights into the shopping tools utilized before customers visit an Audi dealership. Additionally, engaging with Audi sales and tech experts to identify tools necessary for enhancing the dealership experience with prospective buyers.

Usability test

I conducted usability tests, validating core use cases using low/high fidelity interactive prototypes to assess the usability of shopping tools. The goal was to collect feedback and refine the user experience before presenting to development teams for production.

Design evaluation

The site redesign earned praise from Audi Germany and Volkswagen Group, becoming a global asset for all VW partner brands. Design enhancements led to remarkable increases in user engagement touch points and dealership visits (all-time high), resulting in improved retention rates.