Audi

Transforming design for an automotive titan

In short

My work with Audi has been wide ranging, from design strategy and launch campaigns to customer experience mapping and the implementation of a global design system.

Measuring in years

I look back of the large body of work on the Audi brand fondly. In total it has spanned over 8 years and whilst there is broad continuity, it’s hard not to also see how my perspective has changed in that time and how it is reflected in my work. I’ve provided here snapshots of key bits of work that are noteworthy, there’s a lot I haven’t included but this gives a flavour.

The Audi Design System

Through a wide ranging programme of work involving large combined teams that moved Audi from legacy ways of working to embedded user centred design and product thinking, and a scaled agile framework, over time we worked to build the digital maturity necessary for a design system to deliver real value.

I provided design leadership for team reponsible for authoring an entire design language that modernised the Audi UI across products, built new standards for usability and aesthetic, and ultimately transformed the design organisation, with our system being adopted internationally across markets, where traditionally intiatives have always been led by Audi Germany.

The culmination of our work was the launch of the design system externally as a showcase of Audi design prowess and an embodiment of their brand promise of Vorsprung Durch Technik. I created this launch campaign as a celebration of the outcome our partnership with Audi delivered

Design Strategy

Early on in our tenure as Digital Agency of Record for Audi USA I created a design strategy that governed the objectives and ways of working that would allow Audi to move toward an ever more customer centric approach and culture. Designed to compliment the wider Audi strategy and positioning, my aim was for this to be both strategically sound but also practical and implementable.

The design strategy deck I wrote at the start of our DaoR relationship. Moody. Dark. Full of thoughts.

Component based campaign pages

I designed a system of responsive page templates and components to enable campaign pages to be created quickly and easily, striking the balance between flexibility and consistency so they could match the tone and creative for launch campaigns now and in the future.

A wide ranging design brief

I worked across the full range of design briefs tat came under our remit, including working closely who our Chief Strategy Officer to create a clear articulation of the future customer vision for the AoA CMO through to a wide range of design briefs from eCommerce to vehicle configurators.

Launch Campaigns

Working as part of a multi agency through-the-line team, we aimed to maximise the impact of new model launches through digital. We led ideation and incepting for launches including the new Audi A8 across the awareness and consideration journey.

Impact

In addition to driving specific metrics across a range of work streams, my work for the Audi brand across markets, alongside capable and passionate teams, helped to maintain their positioning as a progressive premium brand, and moved them forward to become ever more user centred, digitally mature and effective.