Audi x HSRW

·

2023

Audi on Board

Role

UX Designer & Team Coordinator

Timeline

6 months

Team

Team Coordinator & UX Designer (Me) 1 UX Researcher 1 Business Developer

Skills

Leadership Design Thinking User Interviews UI Design

Overview

As part of the Innovation and Design Thinking module on my Master's course at the Hochschule Rhein-Waal, we were presented with a challenge from Audi:
To improve the sales experience to a new customer-centric level.

I led my team through the process and made key contributions to the User Interface.

As part of the Innovation and Design Thinking module on my Master's course at the Hochschule Rhein-Waal, we were presented with a challenge from Audi:
To improve the sales experience to a new customer-centric level.

I led my team through the process and made key contributions to the User Interface.

Solution

A simple customizable questionnaire that provides vehicle suggestions according to their answers.

A simple customizable questionnaire that provides vehicle suggestions according to their answers.

Outcomes

  • A tailored experience for first-time buyers

  • Simplified technical jargon for everyone

  • I presented a convincing pitch to the Audi team

What first time car buyers told us

Clear pricing matters

Buyers want to know exactly what they’re paying for, no surprises

Keep it simple

Technical details can be confusing; plain language makes decisions easier

Freedom matters the most

Owning a car is about independence, flexibility, and lifestyle

Problem Statement

How can we help first-time buyers feel confident despite their distrust of dealerships?

First Ideas

Initially, we explored a range of ideas across different touchpoints and technologies.

Initially, we explored a range of ideas across different touchpoints and technologies.

Initial Wireframe Explorations

Initial Wireframe Explorations

Defining ideas

Rather than including every feature, we created a simple questionnaire. We then provided vehicle suggestions according to the customer's answers.

Rather than including every feature, we created a simple questionnaire. We then provided vehicle suggestions according to the customer's answers.

Next Steps

Simple, transparent offers and pricing lead to nearly ten times "word-of-mouth" conversion than the industry average (Guam et al, 2022).

AI Solution Proposal

With the advantages of Generative AI, it is not far-fetched to image more comprehensive solutions. Therefore, I designed a conversational interface rather than a smart questionnaire. This solution brings an agent that can understand context, user needs and naturally guide the interaction.

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