CONTEXT
Audi is a large premium German auto manufacturer and a subsidiary of the Volkswagen Group. From 2017-2019 I worked at their San Francisco-based Innovation & Research lab, which was dedicated to identifying emerging market needs and prototyping digital-first products and services. For this project, our small and cross-functional team was focused on delivering a proof of concept which could then be integrated into the broader Audi digital ecosystem.
PROJECT SUMMARY
After conducting an extensive study on after-market sales (aka the used car market) in our 3 largest markets, an opportunity was identified for build a greater sense of trust and transparency into the process of buying and selling used cars by empowering our customers with industry-leading access to vehicle data and maintenance history. Our goal was to create a digital certificate which presents relevant vehicle performance data in a simple and transparent manner, therefore rewarding the value of vehicles which have been maintained in premium condition.
MY ROLES
- Product design lead
- Co-development of product vision
- UX research lead
CORE TEAM
- Product owner
- Data scientist
- 3 developers
This project recap and demo reel recorded in our San Francisco innovation office. That's me with the hat!
FINDING THE MARKET NEED
A quantitative study of over 3,000 respondents across 3 key markets was conducted in order to identify and validate key opportunities where our product could enhance the customer experience of aftermarket sales. (survey results are private)
KEY CUSTOMER GOALS
Buyers of used cars (especially premium vehicles) are looking gather trustworthy and meaningful information about the condition of the vehicle they are interested in. Craigslist has set a pretty low bar for this and CarFax tends to lack important details.
Sellers of used cars are looking to facilitate a quick, seamless, and headache-free transaction, while securing a fair selling price.
BUSINESS INCENTIVE
Premium German car brands generally suffer from relatively low aftermarket sales prices compared to their initial MSRP. Audi aimed to increase the resale value of their vehicles by providing an industry-leading certificate of maintenance & condition.
PROJECT OUTCOMES
The results of this work have been directly incorporated into www.digitaltwin.audi and its future development. Due to confidentiality with Audi however, the competitive analysis, customer journey mapping, prototyping, qualitative research, and research outcomes are not available to share.
