Project Overview
Research
Audi’s current website layout is very minimalistic to align with their brand image, but as a result it’s not very intuitive or user friendly. In particular, the way that car options and images are portrayed makes it difficult for users to efficiently explore models or build vehicles
Redesigning the layout would help improve usability and create a more intuitive digital experience for Audi customers.
I conducted a competitive analysis on carvana.com identifying effective features like an AI chatbot, short video highlights, and a 3D interactive model contributing to an overall improved experience.
Additionally, I completed a contextual inquiry observing and instructing a user to navigate and explore the cars offered on the Audi website.
Synthesis & Ideation
Incorporating insights from my research, this user persona seeks to utilize the car builder on the website to discover car models and styles.
Using a effort-impact matrix, I selected 3 main ideas: guided purchasing process, favoriting, and a car comparator feature.
PAIN POINTS:
Isn’t familiar with cars or the automotive industry
Doesn’t have time to research or shop in-person
Background: Caroline is a financial analyst who works a 9-5 job with a 30-minute commute. She currently lives alone in an apartment with two dogs.
Goal: Replace her old car from college for one that is modern, chic, and more professional to build her career persona
Looking for a new car that’s budget-friendly
Doesn’t want to get scammed by a car dealership
Wants a seamless experience with no issues
WANTS:
Users of car dealership websites often browse to save time and survey potential options
A reputation for scams or price upticks may push individuals to browse cars online
Individuals have different car needs based on lifestyle
INSIGHTS:
Career-Oriented Caroline, 27
Design System
Incorporating insights from my research, this user persona seeks to utilize the car builder on the website to discover car models and styles.
Logo
Colors
A49F91
7C8A80
C0C6C8
7D8284
677184
000000
Buttons
Button
Button
Typography
Header 1
Audi Type Extended Bold 50pt
Header 2
Audi Type Extended 40pt
Title
Audi Type Wide Bold 35pt
Subtitle
Audi Type Wide Normal 30pt
Description
Audi Type Normal 20pt
R
r
r
Audi Rings 45pt
Weight: 400
Weight: 350
Weight: 300
A web design personal project re-designing the online car build and shopping pages
ROLE
Web Designer
TIMELINE
Spring 2025,
1 week
TEAM
N/A
SKILLS
Figma
Prototyping
Audi*
*This project is not affiliated with Audi.
Specs
670 HP
Power
with launch control
300 mi
EPA estimated range with 20” wheels
105 kWh
Battery size
18 min
to charge from 10% to 80%
3.3 sec
from 0 to 60 mph with launch control
320 kW
DC max charging power
2025 S e-tron GT
$125,000
Starting at
Models
Audi Sport
What is e-tron®
SUV Models
Electric Models
Inside Audi
Subscribe to model updates
Explore
Offers
Find a dealer
New inventory
Pre-owned inventory
Certified pre-owned
Compare Vehicles
Shop
Contact dealer
Trade-in value
Leasing
Financing
Military select program
Buy
myAudi
About myAudi
Audi Financial Services
Audi collection store
Accessories
Audi connect
Roadside Assistance
In-Use Verification Program
Audi Care
Own
Contact Us
Help
About Audi
Careers
Newsroom
Emissions Modification Lookup
Accessibility
Recalls
INDUSTRY GUIDANCE FOR EMERGENCY RESPONDERS
Support
Specs
Gallery
Features
Technology
Compare
Build & Price
Models
Own
Shop
Web Design
Models
Audi Sport
What is e-tron®
SUV Models
Electric Models
Inside Audi
Subscribe to model updates
Explore
Offers
Find a dealer
New inventory
Pre-owned inventory
Certified pre-owned
Compare Vehicles
Shop
Contact dealer
Trade-in value
Leasing
Financing
Military select program
Buy
myAudi
About myAudi
Audi Financial Services
Audi collection store
Accessories
Audi connect
Roadside Assistance
In-Use Verification Program
Audi Care
Own
Contact Us
Help
About Audi
Careers
Newsroom
Emissions Modification Lookup
Accessibility
Recalls
INDUSTRY GUIDANCE FOR EMERGENCY RESPONDERS
Support
COLORS
Exterior
Mythos black metallic
$595
$595
Ascari Blue metallic
Kemora Gray metallic
$595
$595
Progressive red metallic
Interior
Fine Nappa, Seats: Arras Red, Dashboard: Black, Carpet: Black, Headliner: Black
$4300
Fine Nappa, Seats: Black, Dashboard: Black, Carpet: Black, Headliner: Black
$4300
Fine Nappa, Interior Trim Colors Seat: Black-Black-Steel Gray, Dashboard: Black-Black, Carpet: Black, Headliner: Black
$4300
Leatherette/Dinamica, Seats: Black, Dashboard: Black, Carpet: Black, Headliner: Black
$0
Fine Nappa, perforated leather seats with honeycomb stitching
Leatherette/Dinamica interior
$0
20” Multispoke-S design wheels
$2000
21” wheel package
WHEELS
ENGINE
$125,500
20” Multispoke-S design wheels
Adaptive air suspension
e-torque vectoring plus
Bang & Olufsen® sound system with 3D sound
14-way power adjustable, heated, sport seats plus, front
3.3 second acceleration from 0-60 mph
Premium Plus quattro®
$135,800
Prestige quattro®
Show Details
Show Details
$146,400
Audi exclusive edition quattro®
PACKAGES
Fine Nappa leather seats, perforated, with honeycomb stitching
Heated, perforated, and leather wrapped steering wheel
Leather covered dash, doors, and center console
Sport seats pro, front, with pneumatic adjustment for leg & side bolsters
Ventilation and massage function for front seats
$4300
Full leather interior
$1900
All-wheel steering
Red brake calipers
Sport direct steering
S sport package
FINAL BUILD
Finish Build
Drag to Rotate
Exterior Color
Interior Color
Wheels
Engine
Package
Kemora Gray metallic
$595
Fine Nappa, Seats: Arras Red, Dashboard: Black, Carpet: Black, Headliner: Black
$4300
$0
20” Multispoke-S design wheels
$125,500
Premium Plus quattro®
$1900
S sport package
Mid-Fidelity Screens
After creating lo-fidelity screens, I decided to focus on replicating the home page, car description page, and car builder pages to improve user experience.
Models
Own
Shop
Explore Vehicles
Car 1
Car 2
Car 3
Car 4
Car 5
Type 1 Car 1
$100,000
Tag
Tag
Button
Type 1 Car 2
$100,000
Button
Tag
Tag
Shopping Tools
Description
Description
Description
Tool 1
Tool 2
Tool 2
Lorem Ipsum
Models
Own
Shop
Car Name
Car
Description
Colors
Rotate
Button
Key Features
Feature 1
Description
Feature 2
Description
Feature 3
Description
Feature 4
Description
Models
Audi Sport
What is e-tron®
SUV Models
Electric Models
Inside Audi
Subscribe to model updates
Explore
Offers
Find a dealer
New inventory
Pre-owned inventory
Certified pre-owned
Compare Vehicles
Shop
Contact dealer
Trade-in value
Leasing
Financing
Military select program
Buy
myAudi
About myAudi
Audi Financial Services
Audi collection store
Accessories
Audi connect
Roadside Assistance
In-Use Verification Program
Audi Care
Own
Contact Us
Help
About Audi
Careers
Newsroom
Emissions Modification Lookup
Accessibility
Recalls
INDUSTRY GUIDANCE FOR EMERGENCY RESPONDERS
Support
Button
Specs
Models
Audi Sport
What is e-tron®
SUV Models
Electric Models
Inside Audi
Subscribe to model updates
Explore
Offers
Find a dealer
New inventory
Pre-owned inventory
Certified pre-owned
Compare Vehicles
Shop
Contact dealer
Trade-in value
Leasing
Financing
Military select program
Buy
myAudi
About myAudi
Audi Financial Services
Audi collection store
Accessories
Audi connect
Roadside Assistance
In-Use Verification Program
Audi Care
Own
Contact Us
Help
About Audi
Careers
Newsroom
Emissions Modification Lookup
Accessibility
Recalls
INDUSTRY GUIDANCE FOR EMERGENCY RESPONDERS
Support
COLORS
Exterior
Interior
WHEELS
ENGINE
Price
Price
PACKAGES
Price
Price
FINAL BUILD
Finish Build
Drag to Rotate
Exterior Color
Interior Color
Wheels
Engine
Package
Models
Own
Shop
Explore Vehicles
Shopping Tools
Lorem Ipsum
Models
Own
Shop
Explore More
Models
Own
Shop
car
build
features
specs
shopping tools
tabs
Models
Own
Shop
COLORS
TOTAL PRICE
CAR MODEL
WHEELS
TRIMLINE AND ENGINE
ADDITIONAL OPTIONS
Models
Own
Shop
TOTAL PRICE
CAR MODEL
MATCHES
Models
Own
Shop
saves
saved inventory
saved builds
car comparator
Low-Fidelity Screens
HOME PAGE
CAR MODELS
SPECIFICS
BUILD PAGE
CAR MATCH
SAVED CARS
Models
Own
Shop
Explore Vehicles
Sedan
SUV
Sportback
Electric
Hybrid
More
Audi e-tron® GT
Audi A3
Audi A4
Audi A6
Audi A8
2025 Audi e-tron® GT
from
$125,000
Electric
New
Build Now
Learn More
2025 Audi RS e-tron® GT performance
from
$167,000
Electric
New
Build Now
Learn More
Shopping Tools
Build
Customize your car, your way
Deals
Discover the latest savings and offers
Locations
Find your nearest dealership today
Models
Audi Sport
What is e-tron®
SUV Models
Electric Models
Inside Audi
Subscribe to model updates
Explore
Offers
Find a dealer
New inventory
Pre-owned inventory
Certified pre-owned
Compare Vehicles
Shop
Contact dealer
Trade-in value
Leasing
Financing
Military select program
Buy
myAudi
About myAudi
Audi Financial Services
Audi collection store
Accessories
Audi connect
Roadside Assistance
In-Use Verification Program
Audi Care
Own
Contact Us
Help
About Audi
Careers
Newsroom
Emissions Modification Lookup
Accessibility
Recalls
INDUSTRY GUIDANCE FOR EMERGENCY RESPONDERS
Support
Models
Own
Shop
Specs
670 HP
Power
with launch control
300 mi
EPA estimated range with 20” wheels
105 kWh
Battery size
18 min
to charge from 10% to 80%
3.3 sec
from 0 to 60 mph with launch control
320 kW
DC max charging power
2025 S e-tron GT
$125,000
Starting at
Models
Audi Sport
What is e-tron®
SUV Models
Electric Models
Inside Audi
Subscribe to model updates
Explore
Offers
Find a dealer
New inventory
Pre-owned inventory
Certified pre-owned
Compare Vehicles
Shop
Contact dealer
Trade-in value
Leasing
Financing
Military select program
Buy
myAudi
About myAudi
Audi Financial Services
Audi collection store
Accessories
Audi connect
Roadside Assistance
In-Use Verification Program
Audi Care
Own
Contact Us
Help
About Audi
Careers
Newsroom
Emissions Modification Lookup
Accessibility
Recalls
INDUSTRY GUIDANCE FOR EMERGENCY RESPONDERS
Support
2025 S e-tron GT
Built for you.
Select a color
Drag to Rotate
Build
Key Features
Electric
Charging made simple.
EV Charging
E-Torque
E-Torque ensures stability
Discover e-torque
Exterior
Performance-enhancing features
Exterior features
Speed
2-speed transmission
Learn more
Specs
Gallery
Features
Technology
Compare
Build & Price
Models
Audi Sport
What is e-tron®
SUV Models
Electric Models
Inside Audi
Subscribe to model updates
Explore
Offers
Find a dealer
New inventory
Pre-owned inventory
Certified pre-owned
Compare Vehicles
Shop
Contact dealer
Trade-in value
Leasing
Financing
Military select program
Buy
myAudi
About myAudi
Audi Financial Services
Audi collection store
Accessories
Audi connect
Roadside Assistance
In-Use Verification Program
Audi Care
Own
Contact Us
Help
About Audi
Careers
Newsroom
Emissions Modification Lookup
Accessibility
Recalls
INDUSTRY GUIDANCE FOR EMERGENCY RESPONDERS
Support
COLORS
Exterior
Mythos black metallic
$595
$595
Ascari Blue metallic
Kemora Gray metallic
$595
$595
Progressive red metallic
Interior
Fine Nappa, Seats: Arras Red, Dashboard: Black, Carpet: Black, Headliner: Black
$4300
Fine Nappa, Seats: Black, Dashboard: Black, Carpet: Black, Headliner: Black
$4300
Fine Nappa, Interior Trim Colors Seat: Black-Black-Steel Gray, Dashboard: Black-Black, Carpet: Black, Headliner: Black
$4300
Leatherette/Dinamica, Seats: Black, Dashboard: Black, Carpet: Black, Headliner: Black
$0
Fine Nappa, perforated leather seats with honeycomb stitching
Leatherette/Dinamica interior
$0
20” Multispoke-S design wheels
$2000
21” wheel package
WHEELS
ENGINE
$125,500
20” Multispoke-S design wheels
Adaptive air suspension
e-torque vectoring plus
Bang & Olufsen® sound system with 3D sound
14-way power adjustable, heated, sport seats plus, front
3.3 second acceleration from 0-60 mph
Premium Plus quattro®
$135,800
Prestige quattro®
Show Details
Show Details
$146,400
Audi exclusive edition quattro®
PACKAGES
Fine Nappa leather seats, perforated, with honeycomb stitching
Heated, perforated, and leather wrapped steering wheel
Leather covered dash, doors, and center console
Sport seats pro, front, with pneumatic adjustment for leg & side bolsters
Ventilation and massage function for front seats
$4300
Full leather interior
$1900
All-wheel steering
Red brake calipers
Sport direct steering
S sport package
FINAL BUILD
Finish Build
Drag to Rotate
Exterior Color
Interior Color
Wheels
Engine
Package
Kemora Gray metallic
$595
Fine Nappa, Seats: Arras Red, Dashboard: Black, Carpet: Black, Headliner: Black
$4300
$0
20” Multispoke-S design wheels
$125,500
Premium Plus quattro®
$1900
S sport package
High-Fidelity Screens