Background:
Subscription models are gaining traction among car owners who prefer flexibility over long-term commitments. Simultaneously, Audi sought to capitalize on their idle, unsold vehicles in dealerships, targeting a younger, aspirational demographic under 35, differing from their usual over-40, high-income customer base.
Thoughts:
With several vehicle manufacturers launching subscription services. Audi Select had the potential to stand out for those seeking short-term options, corporate leases, or vacation vehicles.
How can we streamline the traditional car buying process?
Role:
I conducted user interviews, participated in discovery sessions with stakeholders. Subsequently, I developed and presented both low and high-fidelity interactive prototypes. I was involved in Dallas and Austin alongside two other designers on this project for for 8 months.
Notes on Process: ✦
Audi was a billable client, so this project will feel very close to the design process in comparison to an internal design project that a traditional design process cannot suffice.
How can we streamline the traditional car buying process?
Challenge
In response to the growing demand for flexible car ownership, Audi sought to optimize the use of unsold dealership inventory. Targeting under-35 aspirational buyers, a demographic not fully captured by their existing customer base of high-income earners over 40, Audi aimed to address both vehicle accessibility and their inventory management.
Approach
In the project's initial phase, I conducted user interviews and participated in discovery sessions with stakeholders.
Subsequently, I developed and presented both low and high-fidelity interactive prototypes. Collaborating with Phil, we used our research to design the consumer platform flow and the usability testing script.
Outcome
Audi surpassed its initial goal of acquiring 25 subscribers for the Premier Collection at the pilot location within four months, two months ahead of the six-month target.
The program introduced the Core Collection at $995 monthly, which quickly generated a waiting list. Plans are underway for Audi select to expand into new markets.
Design Process
Utilizing the Dialexa design methodology, we thoroughly analyzed the conventional car-buying journey, focusing on consumer preferences. Our approach began with extensive user research, which informed the brainstorming and design of various solutions. These concepts were then validated through usability testing, leading to the creation of high-fidelity, interactive prototypes that reflected our insights.
This approach aligned with Audi Select's strategy to revolutionize car ownership. Recognizing the shift towards subscription models, especially among under-35s seeking flexible options, Audi aimed to utilize unsold dealership inventory effectively. Our design process sought to address both Audi's inventory management and the accessibility needs of this emerging demographic.
Design Principles
Don’t show if information is not relevant seller’s current situation.
Group items to make simple. For example, group all the relevant items related to listings fee.
Have Clear action item for each state. If there is no action to take, make it clear.
Understanding Pain Points and Setting Goals
In the discovery phase, we analyzed provided Audi data, traditional car buying trends, and reflected on our own purchase challenges.
Target User Base
Audi's typical customers are predominantly 70% college graduates, 60% married, 20% with children, average age of 40, median income of $100,000, with 70% male and 30% female ownership.
Audi Select's Aim
Audi envisioned Audi Select attracting users aged 25-40, not necessarily high earners, drawn to a flexible subscription model. However, usability tests revealed the pricing to be a barrier for this demographic.
User Benefit
Audi Select members start with an introductory rate, followed by a fixed monthly fee covering maintenance and insurance. They can swap vehicles up to twice a month and cancel the service at any time without additional costs.
Initial Goals
Grasp Audi select’s business, vision, and strategy. Investigate reasons behind Audi On-Demand's failure in Denmark and Germany and their criteria for success and failure.
Explore typical behaviors of potential and current customers in car purchasing, focusing on their dealership experiences, anticipations, and apprehensions.
Identify factors contributing to a satisfying car buying experience, including concierge services and process efficiency.
Pinpoint major customer frustrations in purchasing, such as sales interactions, trust issues, or wait times.
Examine interactions between sales, management, finance teams, and customers, assessing motivation and its correlation with financial incentives.
Determine customer needs and wants, identifying areas for enhancement.
Research goes here
In the discovery phase, we analyzed provided Audi data, traditional car buying trends, and reflected on our own purchase challenges.
Methods Conducted (Insert 27 and 28)
Subject-Matter and User Interviews - Conducted both informal and formal interviews with experts and users to understand their experiences, successes, and challenges in car buying.
Dealership Observations / Diary Study - Accessed and validated user feedback on their dealership experiences, enhancing our understanding of the current scenario.
Subject-Matter and User Interviews - Conducted both informal and formal interviews with experts and users to understand their experiences, successes, and challenges in car buying.
Dealership Observations / Diary Study - Accessed and validated user feedback on their dealership experiences, enhancing our understanding of the current scenario.
Subject Matter Interviews (Primary)
Our initial step involved conducting three interviews with Audi and Silvercar executives to understand their business and product objectives for Audi select. We explored critical questions, such as the reasons behind Audi on-demand's failure in Europe, adjustments for Audi select's success in the U.S., Audi's target demographics, and their metrics for success and failure.
Key Insights
Importance of concierge service and efficiency in customer interactions for Audi and Silvercar, expected to extend to Audi select.
Audi on-demand in Europe failed primarily due to the local transportation landscape and the unappealing 12-month cost commitment.
Target demographic for Audi - younger, educated college graduates entering the luxury car market. However, this was later revised due to pricing considerations.
Audi's consumer demographics include 70% college graduates, 60% married, 20% with children, median age of 40, median household income of $100,000, with 70% male and 30% female ownership.
Key Needs
Design Efficiency - Prioritizing efficiency in design, reflecting Silvercar's approach.
Customer Management - Reducing reliance on physical paperwork for registrations, cancellations, and swap requests.
Scheduler Feature - Initially planned for version 2, I developed an early design concept.
Mobile Application - Evaluating the necessity of developing a mobile app.