Modernising Audis online presence to increase digital aquisition and retain customers online.
I worked with another designer on this project and worked hand-in-hand with Audi stakeholders and the development team at IBM.
At the dawn of the pandemic, Audi were looking to shift their sights and to modernise the business, opting to focus more on digital acquisition and retaining their customers online. The concern from Audi was that their online offering didn't accurately reflect the premium nature of the cars and other competitors were doing things a lot better. The client required a complete re-design and refresh of Audi.co.uk which appropriately reflected the best-in-class product offering Audi has.
Vorsprung durch technik
Translates to 'progress through technology'. When it came to the website redesign, these words became our source of truth. It was important to portray Audi as pioneers and market leaders in automobile technology, using sharp edges and bold imagery to convey a sense of modernity and reliable German engineering.
Reducing the noise
The old UI was very dated and was obvious there wasn't much design involved. Pages were cluttered with useless information and the imagery didn't appropriately portray Audi as the premium brand they are. A big part of the redesign was removing the clutter, placing a focus on negative space with text that worked with the brand imagery.
We also decided on 2 colours: black and white, as background for all pages on the site depending on the content type.
The stars of the show
When it comes to Audi, the stars of the show are undoubtedly the cars - the approach to the new UI worked to highlight the cars themselves, utilising an imagery-first approach, allowing the vehicles to do most of the talking.
A consistent design language
Using Figma, we were able to create a component library to ensure design across the site remained consistent. We worked with IBM developers in the design and build of the components.
In Conclusion
The redesign of Audi.co.uk was a huge success and set the bar for future Audi digital designs. We rolled out the new UI to key areas on the site that were deemed most in need of a refresh. These included:
Online service booking tool
Finance Calculator
Book a test drive
All-new Electric & Hybrid section
Used cars section
Owners area
Post-launch analytics proved that consumers were enjoying the new Audi experience. The Finance Calculator which saw a complete UX and UI overhaul saw a 62% increase in completions alone proving that the revised UI and UX was being received positively.