Audi AG is a German automobile manufacturer that designs, engineers, produces, markets and distributes luxury vehicles. Audi's slogan is Vorsprung durch Technik, which is translated as 'Progress through Technology'.
As a UX designer, I was asked to redesign the new Audi website, desktop and mobile, rethink the architecture information and strategise the migration and redesign of the content to a new platform.
Due to the complexity of the architecture of the existing Audi website, customers found it difficult to get the information they were interested in, and at the same time, Audi was promoting a comprehensive strategy for electric cars. In the long term, that resulted in a duplication of content and an increasing number of links on the main navigation, making it difficult for a customer to find information and for Audi to communicate and promote certain aspects of their business.
Our initial step was desktop research to analyse and understand how our competition promoted their electric cars. We identified and compared common features and journeys and examined data from Audi websites in different countries. From this, we developed the first steps in the architecture to highlight Audi’s innovation and technology in electric cars. We simplified the information flow, making the most relevant topics more visible to align with the business strategy.
Next, we redesigned the content of the model car pages, which provide an overview of each car model before the configuration phase. This stage allows potential customers to read about key features, customize their car, and decide whether to buy or arrange a test drive.
We then redesigned the campaigns for the launch of new car models, and every section of the website, incorporating new imagery and rich media to support new and existing customers in their transition to electric vehicles.
A new experience on the website and mobile, highlighting the transition to electric vehicles.
