Bringing Audi’s ownership experience up to the brand standard
Audi of America needed a redesign of their ownership portal — a key customer touchpoint that was falling short of the premium experience Audi is known for. Tied to legacy systems from Germany and outdated content structures, the portal felt fragmented and underwhelming. I led the UX effort to research, test, and rethink what digital ownership could feel like for Audi drivers.
The original portal allowed users to manage financing, service bookings, and Audi Connect features — but wasn’t meeting expectations. Most owners only visited it during onboarding or setup, with little reason to return. The experience didn’t reflect the in-car elegance or innovation Audi drivers expected.
Limited functionality from the German platform constrained the U.S. version, making it hard to differentiate or improve. We needed to reimagine the product from a U.S. market perspective — without compromising the brand’s identity.
Audi had access to a rich dataset from a third-party analytics partner. We analyzed this data to understand which features truly mattered to users — from account overviews to connected services. This helped us prioritize essential features over “nice-to-haves,” grounding the design strategy in real usage patterns.
Even among top-tier automakers, many digital platforms offered only basic functionality and conservative design. Our research found few standout experiences — a clear opportunity for Audi to lead by bringing elegance and innovation to the ownership experience.
We developed and tested three navigation paradigms for the new portal, all designed to offer a cleaner, more intuitive overview while preserving the brand’s premium feel.
After validating the navigation model, we explored layout variations. The card-based layout emerged as the strongest solution:
The layout enabled a more modular experience, supporting scalability for future features without overwhelming the user.
We structured the content into three levels of interaction — from quick actions to deep account insights — making sure users could complete essential tasks in 2–3 clicks.
This allowed for both speed and depth, depending on user intent.
The project gave Audi of America greater creative autonomy from the German platform and delivered a long-term vision for the myAudi portal — including a full MVP and roadmap for Phase 2.
The success of the work led to a new collaboration: the redesign of the electric vehicle experience within the myAudi app, where I again served as Lead UX Designer.
