AudiUSA.com

Agency: AKQA / Client: Audi USA

In 2012, AKQA envisioned a redefined digital automotive experience for Audi. We proposed a comprehensive redesign of AudiUSA.com, morphing it into an elegant, intuitive platform that offered a cinematic car configuration, responsive design, integrated search navigation, and crucial services like dealer inventory location.

Outcome:

The redesign had a remarkable impact, increasing car configurations by 227%, myAudi interactions by 675%, and finance quotes generated by a whopping 2,763%. Each of these metrics significantly contributed to Audi's all-time sales records.

My Role:

The project was a collective effort by a team of over 60 individuals. As the Senior Director of the design team, my responsibility centered around the car configuration system. This encompassed UI/UX design and art direction for the CGI development.

Website design — Final design of the website, showcasing the integration of intuitive navigation, fully responsive and cinematic car configuration.

The process of CGI development and motion study for the Car Configurator was a closely coordinated effort with a professional photographer, aiming to produce elegant, photorealistic CG graphics. The process followed these steps: (1) defining optimal angles for both interior and exterior shots, (2) applying shading techniques to enhance image quality, and (3) incorporating strategic lighting to further elevate image quality.