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03
An innovative site redesign, augmented reality feature and platform migration
Audiusa.com
Summary
To redesign and migrate the Audi USA site to a new platform and deliver a new engaging experience so that it can operate as a refreshing global template for all global sites. The site has to deliver a multi-device, responsive redesign and use innovative technologies to deliver an advanced rich experience of Audi's website.
UX Lead Designer , 6 months, Contract with Somo and worked with UK, US and Germany.
Role:
Brief:
Tasks:
Requirements gathering, User research, Ideation, Site migration, Discovery and vision, Strategy, Client Workshop facilitation, Information Architecture, Responsive design, Interaction design, Augmented Reality, Analytics analysis of customer behaviour and customer retention strategy.
Overview
This project involved migrating Audi USA site onto a new platform, to create a new experience full of innovative experiences. The challenge was to work as a collaborative cross- functional global team to design, validate and develop different concepts for the Explore Models page of audiusa.com.
View an early stage prototype for navigation on product pages
Approach
Product, UX and Design (PXD) worked with Audi Germany to define a process that would facilitate stakeholder and customer input at a high-level concept stage. The output would be shared with stakeholders and customers to get feedback and alignment on an approach before progressing to a developed solution. This approach ensured that customers and domain experts globally had input at a very early stage.
Client Workshops
Interactive Workshops in New York, Hamburg, Washington and Charleston. Very informative and productive workshops were held in Europe and the US with key stakeholders to plan new site stucture, navigation and hierarchies.
Content analysis
Personas
Understanding key targets customers, their behaviours and needs so we could define new streamlined customer journeys through the new website.
Insights Phase
Key steps are outlined below
This phase involved eliciting customer needs and business requirements for site migration and global site redesign. The second part involved mapping the current site structure, templates and components. Using analytics and stakeholder needs we identified what would be included in the new site.
Diverge Phase
Streamlining journeys
Work I previous did on Audi UK streamlining journeys and enhancing customer engagement touchpoints helped me to get up to speed and add value quickly.
Key steps are outlined below
Customer touchpoints
Mapping and providing recommendations for customer service touchpoints
1/1
Information Architecture
Experience Planning and Card Sorting activities took place to organise content into logical structures and hierarchies. This ensured that the new site redesign presented a streamlined customer journey. The goal was to structure products and services in an intuitive way so that it is simple and fresh but does not frustrate existing customers, a balancing act between the customer and business needs.
Responsive design
Each component was carefully analysed to ensure it responded correctly across device types.
Develop phase
Interaction design
Assessing existing journeys and prototyping to ensure key interactions and transitions worked.
Navigation
Global, Primary & Secondary
Key steps are outlined below
Patterns and behaviours
To ensure consistency these were defined early on. Prototyping and testing key transitions proved necessary - especially when we scaled down to mobile.
Elements of delight
One good example of that is the VR and AR experience. Where users can interact with a car of their choice and learn more about its features. My involvement in this piece of work was to define the AR experience that was to be added to the already build and live VR experience.
Wireframe AR experience
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Designs for AR Experience
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Validate phase
Key steps are outlined below
User testing
To mitigate going live with solutions that were preferred by the team or stakeholders -we tested different variants of components early on with actual Audi customers and prospects so as to determine the best approach. We gathered both quantitive and qualitative data to support design decisions.
UX & UI Specifications
Results and Impact
The site continues to perform well with new additional functionality being added all the time.
View Audiusa.com
A responsive digital hub for a global data intelligence provider
A solution to increase revenue and improve the overall user experience across the digital ecosystem. The intelligence platform was designed for five different business divisions in Agri-business, Finance, Transportation Pharmaceutical and Telecommunications.
Role: UX Manager, 9 month duration
Informa Intelligence, Lead UX Designer, 9 months
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