Audi

From 2017 to 2024, my teams and I shaped how Audi met its customers online: design strategy, launch campaigns, configurators, eCommerce and, eventually, the design system that tied them together.

Early in our time as Audi USA’s digital agency of record, I wrote the design strategy: the objectives and ways of working that would move Audi towards a more customer-centred culture, written to sit alongside the wider Audi strategy and to be used rather than filed. I then worked with our Chief Strategy Officer on a future customer vision for the CMO of Audi of America, which framed briefs from eCommerce to vehicle configurators.

The thread through all of it was systems. I designed responsive templates and components so that campaign pages could be built quickly for launches such as the new A8 without drifting off-brand. That grew into a design language that modernised Audi’s interfaces across products, set new standards for usability and was adopted internationally, where such initiatives had traditionally come from Audi Germany. We launched it externally as a showcase of Audi’s design, with a campaign I created.

None of it would have held without the organisation changing around it: from legacy ways of working to user-centred design, product thinking and a scaled agile framework.