Product Design
Audi Q5 e-tron 2025 release
Premium kiosk experience: +15% showroom dwell time, +5 min average usage, growth in test-drive requests. End-to-end project ownership: from UX architecture to CMS, dynamic hotspots, iterations based on real tests.
The Challenge and Objectives
The Problem
The dealership needed a digital solution to enhance the launch of the new Audi Q6 e-tron in an autonomous, engaging, and accessible way. High-traffic showroom environments required an intuitive interface for every user, capable of communicating technical details, customizations, and premium features without depending on constant sales staff presence. The main challenge was to design an experience that balanced visual immersion, ease of use, and commercial conversion, while maintaining strong consistency with Audi's brand identity.
Increase Engagement
Create an interactive experience that increases showroom dwell time and customer involvement.
Facilitate Exploration
Facilitate autonomous exploration of interiors, exteriors, and vehicle customizations via hotspots and high-quality visual content.
Increase Test Drives
Increase test-drive requests through strategic CTAs and simplified flows.
Ensure Accessibility
Ensure accessibility and usability for both tech-savvy and non-tech-savvy users, minimizing the learning curve.
Ensure Scalability
Ensure content scalability and updateability via an integrated CMS system.
Maintain Brand Consistency
Maintain full consistency with Audi's visual language and brand.
User Flow
The user flow was designed to guide the customer through an intuitive and engaging exploration, from vehicle discovery to test drive requests, always maintaining a premium experience in line with the Audi brand.
Process and Visual Solution
Design and development of a high-fidelity web app for touchscreen kiosks with hierarchical information architecture, interactive hotspots with dynamic visual feedback, sections dedicated to vehicle interiors/exteriors, immersive descriptive popups, and an optimized test-drive booking module. The solution integrates a CMS for autonomous content management, micro-interactive animations, official Audi teaser videos, and a minimal yet impactful design system reflecting the brand's premium aesthetic. The interface was iterated through two main testing cycles with adjustments to layout, CTAs, and visual assets to maximize engagement and conversion.
Design Insights
Design Process
Initial brief, effort analysis, user flow and information architecture ideation, low-fidelity wireframes and sketches, high-fidelity prototypes, two iteration cycles with showroom testing, hotspot layout optimization, visual reviews and micro-animations, official teaser inclusion, CMS content finalization with "live" trials.
Strategic Choices
Minimal and highly visual choices to favor immersion and reduce cognitive friction. "Grow" effect animations and dynamic feedback to guide interaction. Official Audi palette for brand consistency. Focus on impactful content, lettering aligned with Audi standards, and responsive design optimized for vertical formats.
Visual Identity and Design System
Audi palette #010103/#FFFFFF, Onest font (Bold, Semibold, Regular), custom Audi iconography with distinctive circular elements, pulsing hotspot micro-animations, balance between visuals and text, responsive layout optimized for vertical kiosks.
Conclusions & Key Takeaways
Key findings
Animated visual elements, teaser videos, and test-drive CTAs proved crucial in increasing kiosk dwell time. Simplifying hotspots and reducing information load significantly improved UX and conversions.
Key Takeaways
Full project ownership approach, concrete improvement in engagement metrics (+15% stay, 5 min average usage), design centered on Audi consistency and universal accessibility, UX iterated for maximum usability and direct commercial impact.
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