The document outlines the development of an iPad application for Audi A8 buyers in Japan, focusing on UX/UI design that emphasizes the discovery of German heritage and luxury. The project involved user research, design elements inspired by Audi's branding, and careful attention to transitions for a seamless experience. User testing received positive feedback, leading to the app being adopted in Audi showrooms and included with A8 purchases in Japan.
iPad Application for Audi A8 New Car Buyers in Japan
Responsibilities
UX/UI design for the Audi application for the Japanese market
Situation
As the Principal Product UX/UI Designer, I was tasked with a new project following the successful launch of the Maserati Japan app. Audi requested our team to design an app for them as well.
Task
Audi requested an app to convey the unique value and quality of one of their most luxurious automobiles to buyers in Japan.
Action
Research: I conducted interviews with several Japanese luxury car buyers. Many of these individuals were international travelers or aspired to be. They deeply appreciated the history and culture of different countries.
Upon sharing our findings with Audi, they requested that we emphasize the discovery of Germany and its heritage, similar to an international travel experience. We designed each section of the app as a mystery waiting to be uncovered. After a section was visited, an image would mark it as explored.
Sections like Racing Heritage, Manufacturing Plant, Accessories, and Founders were unveiled through pictures and narratives. After exploring the entire app, users would find images on the home page that traced their journey of discovery.
Design: I used LED lights, their unique shape, and advanced functionality as the branding element for the application. I utilized the concept of light and shadow to "spotlight" selected interior and exterior areas of the car.
Transitions: The design of the transitions played a crucial role in the overall experience of the app. These transitions were carefully crafted to mimic the bright overlays of headlights, adding a sense of realism and continuity to the application. This approach not only elevated the aesthetic appeal of the app but also created a seamless, intuitive navigation experience for the users, further immersing them in the Audi brand experience.
User testing
The user testing phase was a crucial part of the project. We conducted these tests with potential customers to measure the app's performance and usability. The feedback was overwhelmingly positive. The tactile experience of holding the iPad and navigating through the application was well-received.
Users appreciated the interactive discovery process, which was designed to mimic an international travel experience. As they navigated through the various sections of the app, they felt engaged and intrigued, enhancing their overall experience and connection with the Audi brand.
This successful user testing phase validated our design choices and confirmed the effectiveness of our user-centered design approach.
Result
Audi japan loved the iPad app and placed it in all their showrooms throughout Japan. Customers liked the experience so it was also included with every A8 purchase in Japan.
Final Designs
iPad Mobile application
Thanks!
©2024 Thomas Hallgren