Audi is a German automobile manufacturer that designs, engineers, produces, markets and distributes luxury vehicles.
RESEARCH
STRATEGY
UX/UI DESIGN
What I did
As a UX/UI designer, I collaborated with a Lead Designer to understand user pain points through detailed benchmark research and data, redesigned the website’s information architecture in line with the new Audi platform, and worked closely with a copywriter and stakeholders to define a clear strategy for migrating content to the new platform.
The Challenge
The complex architecture of Audi's website made it hard for customers to find information. Over time, this led to duplicate content and an overloaded main navigation, making it difficult for a customer to find info and for Audi to promote their strategy for electric cars. Following the direction from Audi Germany, we redesigned the existing information architecture of the website with the new Audi platform and strategised how to migrate the content.
Audi is a German automobile manufacturer that designs, engineers, produces, markets and distributes luxury vehicles.
RESEARCH
STRATEGY
UX/UI DESIGN
What I did
As a UX/UI designer, I collaborated with a Lead Designer and another UX/UI designer to understand user pain points through detailed benchmark research and data, redesigned the website’s information architecture in line with the new Audi platform, and worked closely with the content designer and stakeholders to define a clear strategy for migrating content to the new platform.
The Challenge
The complex architecture of Audi's website made it hard for customers to find information. Over time, this led to duplicate content and an overloaded main navigation, making it difficult for a customer to find info and for Audi to promote their strategy for electric cars. Following the direction from Audi Germany, we redesigned the existing information architecture of the website with the new Audi platform and strategised how to migrate the content.
Audi is a German automobile manufacturer that designs, engineers, produces, markets and distributes luxury vehicles.
RESEARCH
STRATEGY
UX/UI DESIGN
Research
After benchmark research and cross-referencing existing data, we simplified the website's IA to make it easier to navigate.
We intervened on the content to ease access to certain information important to Audi, focusing on electric cars and benefits and at the same time aligned the website to the needs of the customers.
Research
Sections
We moved from ten sections on the main navigation to five, and we re-organised the footer making it a place for quick access to assistance.
Sections
MODELS
This section is in line with the .de and .ca model pages, which have a a built in and filter by car types and other preferences.
FIND & BUY
This category on the main navigation should lead the user to action, offering the information to buy, lease a car, find used cars, offers and finance. In the future, we will include a new link ‘Shop Online’.
OWNERS
In this section, we have all the information relevant to an Audi owner, including ‘Audi connect’. (previously on the main navigation)
TECHNOLOGY
This section will contain any info on Electric cars and inititives and also to the foundation of Audi, Vorsprung durch Technik. There will also be a new link with news from external magazines or resources.
LOCATE A CENTRE
This link on the main navigation is meant to lead to an action:
locate or get in touch with Audi.
FOOTER
Three main sections: ‘Audi World’ (e.g., Careers), ‘Assistance’, a section where you can easily find all the links to help the customer in case of need, and ‘Connect’, a section with Audi contacts.
Fascination Pages
Fascination pages are an overview of a model of a car. It’s the stage before the configuration phase, where a possible customer can read about the main features of the car, and then decide to customise (configure) and buy.
We realised that on the ‘pre-migration’ website, the fascination pages didn’t have much relevant information, and the configuration phase could only be accessed from
the homepage. That created a confusing journey to buy a car.
Content organization
After desktop research, we redesigned the British fascination page using data insights from the Canadian and German Fascination page and added CTAs for car configuration and test drives at the top. Also with a copywriter, we standardised content across 67 car types, including electric, hybrid, and fuel models.
Content organization
Final Result
A fully new information architecture, and the migration of the website with a new design and content of the whole website.
What I did
As a UX/UI designer, I collaborated with a Lead Designer and another UX/UI designer to understand user pain points through detailed benchmark research and data, redesigned the website’s information architecture in line with the new Audi platform, and worked closely with the content designer and stakeholders to define a clear strategy for migrating content to the new platform.
The Challenge
The complex architecture of Audi's website made it hard for customers to find information. Over time, this led to duplicate content and an overloaded main navigation, making it difficult for a customer to find info and for Audi to promote their strategy for electric cars. Following the direction from Audi Germany, we redesigned the existing information architecture of the website with the new Audi platform and strategised how to migrate the content.
Research
After benchmark research and cross-referencing existing data, we simplified the website's IA to make it easier to navigate.
We intervened on the content to ease access to certain information important to Audi, focusing on electric cars and benefits and at the same time aligned the website to the needs of the customers.
Research
Sections
We moved from ten sections on the main navigation to five, and we re-organised the footer making it a place for quick access to assistance.
Sections
MODELS
This section is in line with the .de and .ca model pages, which have a a built in and filter by car types and other preferences.
FIND & BUY
This category on the main navigation should lead the user to action, offering the information to buy, lease a car, find used cars, offers and finance. In the future, we will include a new link ‘Shop Online’.
OWNERS
In this section, we have all the information relevant to an Audi owner, including ‘Audi connect’. (previously on the main navigation)
TECHNOLOGY
This section will contain any info on Electric cars and inititives and also to the foundation of Audi, Vorsprung durch Technik. There will also be a new link with news from external magazines or resources.
LOCATE A CENTRE
This link on the main navigation is meant to lead to an action:
locate or get in touch with Audi.
FOOTER
Three main sections: ‘Audi World’ (e.g., Careers), ‘Assistance’, a section where you can easily find all the links to help the customer in case of need, and ‘Connect’, a section with Audi contacts.
Fascination Pages
Fascination pages are an overview of a model of a car. It’s the stage before the configuration phase, where a possible customer can read about the main features of the car, and then decide to customise (configure) and buy.
We realised that on the ‘pre-migration’ website, the fascination pages didn’t have much relevant information, and the configuration phase could only be accessed from
the homepage. That created a confusing journey to buy a car.
Content organization
After desktop research, we redesigned the British fascination page using data insights from the Canadian and German Fascination page and added CTAs for car configuration and test drives at the top. Also with a copywriter, we standardised content across 67 car types, including electric, hybrid, and fuel models.
Content organization
Final Result
A fully new information architecture, and the migration of the website with a new design and content of the whole website.
Research
After benchmark research and cross-referencing existing data, we simplified the website's IA to make it easier to navigate.
We intervened on the content to ease access to certain information important to Audi, focusing on electric cars and benefits and at the same time aligned the website to the needs of the customers.
Sections
We moved from ten sections on the main navigation to five, and we re-organised the footer making it a place for quick access to assistance.
MODELS
This section is in line with the .de and .ca model pages, which have a a built in and filter by car types and other preferences.
FIND & BUY
This category on the main navigation should lead the user to action, offering the information to buy, lease a car, find used cars, offers and finance. In the future, we will include a new link ‘Shop Online’.
OWNERS
In this section, we have all the information relevant to an Audi owner, including ‘Audi connect’. (previously on the main navigation)
TECHNOLOGY
This section will contain any info on Electric cars and inititives and also to the foundation of Audi, Vorsprung durch Technik. There will also be a new link with news from external magazines or resources.
LOCATE A CENTRE
This link on the main navigation is meant to lead to an action:
locate or get in touch with Audi.
FOOTER
Three main sections: ‘Audi World’ (e.g., Careers), ‘Assistance’, a section where you can easily find all the links to help the customer in case of need, and ‘Connect’, a section with Audi contacts.
Fascination Pages
Fascination pages are an overview of a model of a car. It’s the stage before the configuration phase, where a possible customer can read about the main features of the car, and then decide to customise (configure) and buy.
We realised that on the ‘pre-migration’ website, the fascination pages didn’t have much relevant information, and the configuration phase could only be accessed from
the homepage. That created a confusing journey to buy a car.
Content organization
After desktop research, we redesigned the British fascination page using data insights from the Canadian and German Fascination page and added CTAs for car configuration and test drives at the top. Also with a copywriter, we standardised content across 67 car types, including electric, hybrid, and fuel models.
Final Result
A fully new information architecture, and the migration of the website with a new design and content of the whole website.