Audi

Audi · more than a decade

Twelve years, from assignment to responsibility

Twelve years of recurring work for Audi, commissioned by the agency Strategie & Vision for Audi trade marketing. Individual assignments grew into responsibility for the division's digital work: developing, running and designing projects, from information architecture through to the interface. Sometimes on site for months, sometimes at a distance.

Audi develops ideas, concepts and design guidelines for its showrooms: spatial layout, fittings, furniture, along with the partners dealers source materials from. The standard is unambiguous; the route to it is not.

Because a dealer fits out a showroom to specification when he understands it and believes in it, not because it sits in a manual. So our job was persuasion, not documentation: visualising and explaining content instead of sending out rulebooks. The briefs came from trade marketing or brand communications, and we worked with a whole range of other departments.

The largest of them

The showroom staging portal

For this one I moved on site at Audi. A multimedia management platform that lets dealers control the digital content on their showroom screens themselves, conceived through the metaphor of a TV listings magazine.

My role. Product design responsibility for the portal. I developed the UX concept, supported by one freelance designer, and represented and presented the project together with the management of trade marketing.

On site with the partners. More than a year on a works pass in Ingolstadt, inside trade marketing. Built in close coordination with the IT and software providers, among them Scala on the digital signage side, and with the departments involved.

Planning assistant
Helped dealers choose between architecture types such as terminal or hangar before building started.

Mobile terminal
A temporary structure. We supplied the media content and the communication for everyone who requested and ran it.

Virtual showroom
The space as an outline, explained through animation and interaction: why cars are positioned as they are, which role sits where and why.

Commissioned by
Trade marketing and brand communications, delivered together with many other departments.

Access

Twelve years, from assignment to responsibility

The showroom staging portal

SIP | SchauraumInszenierungsPortal

Mobiles Audi Terminal