Scope: Creating an industry first social community-based car configurator for Audi, to let communities like families and friends configure the next Audi a family wants to buy together. Awarded the reddot award.
Background: More than 90% of users are visiting car manufacturer websites for one reason: seeing how expensive a certain car with specific extras would be.
Often though not one person is deciding just alone which car to buy it is a decision made by several people. This could be family members or colleagues helping to select a company car.
The Audi Car Chat makes this easily possible.
Process: Together with the agency that is developing the current car configurator for Audi, I designed this social configurator, being involved in all client meetings influencing the concept heavily.
The design is based on the existing digital style guides from Audi.
Research and Synthesis Phase
Gamification for Research
First, we defined the need for social interactions while configuring a car to get buy-in from managers at Audi.
We created several information graphics presenting how people are communicating about buying a new car.
To learn more about how people could configure a car together, we created a table card game to configure vehicles. We explained the rules of „the game: to the participants and then watched what kind of ruleset would produce the best results.