Audi — Pioneering the Market with Electrifying UX for EVs
For the launch of Audi's e-tron® electric vehicle, the studio led UX for the official website and an in-dealership application. The launch established the e-tron® as a market leader in the US electric vehicle segment, with an immersive parallax experience and a fuel-saving calculator that turned browsing into practical benefit.
Role: Design
Overview
As Audi launched their innovative electric vehicle, the e-tron®, the studio served as the User Experience design partner, playing a key role in shaping their online presence. The studio led the UX for their official website and an in-dealership application, adopting a user-centric approach. The design featured a parallax layout and a fuel-saving calculator application that enriched user interaction by providing practical benefits. The website was brought to life with videos and animations, delivering an immersive and interactive experience.
Product & launch
The UX work supported the launch of a genuinely new kind of Audi — the A3 Sportback e-tron plug-in hybrid, engineered to make electrified driving feel like no compromise at all.
- German launch price
- From €37,000
- Li-ion battery
- 8.8 kWh
- All-electric range
- ~31 mi
- Combined system output
- 204 hp
- Frankfurt Motor Show launch: the Audi A3 Sportback e-tron premiered at the Frankfurt (IAA) Motor Show, with pricing from €37,000 for the German market.[^1]
- Battery and charging: an 8.8 kWh lithium-ion pack rechargeable in under 2.5 hours on a 16A wall box, delivering roughly 31 miles (50 km) of all-electric range.[^2]
- Performance: 0–100 km/h (62 mph) in about 7.4–7.6 seconds, with a combined system output of 150 kW (204 hp).[^3]
- Powertrain: a 1.4-liter TFSI gasoline engine (150 hp) paired with an electric motor (110 kW/150 hp) for around 204 hp and 330 Nm of combined torque.[^4]
- US market launch: the A3 e-tron debuted in North America at the Los Angeles Auto Show and reached US showrooms in early 2015.[^5]
Role
In collaboration with a team predominantly driven by engineering excellence, the studio assumed comprehensive responsibility for the project's Experience Design. The role involved close cooperation with stakeholders from an additional agency team, ensuring seamless integration of creative and strategic insights into the overall design framework. As the UX design partner, the studio was responsible for all aspects of the User Experience for this major automotive brand.
Design System
A key aspect of the project was integrating into Audi's comprehensive existing design system. Audi is renowned worldwide for its high design standards, and they have developed a very robust design system. The work built on their existing system, utilizing established design components while also extending it with new components. This approach empowered the team to work consistently, with standardization across different platforms and touchpoints. It also facilitated easy communication between engineering counterparts and the design team.
Results
The culmination of collaborative efforts resulted in a highly successful product launch for Audi's e-tron®, establishing it as a market leader in the electric vehicle segment in the United States. Innovative design work, executed meticulously, was pivotal in this success. Working in close collaboration with a complex network of engineers and agency partners, the studio navigated the intricacies of the project and delivered design solutions that were both innovative and aligned with the brand's vision and market expectations.
The seamless integration of user-centric design principles, sophisticated aesthetics, and interactive elements created a compelling online presence for the e-tron®, enhancing user engagement and reinforcing the brand's market position. The launch's success underscored the importance of interdisciplinary collaboration and strategic design thinking in developing a product that resonates with the target audience and stands out in a competitive market landscape.