59% increase in lead generation programme
At Audi UK I worked on audi.co.uk to improve the channel's business performance.
I led the design of a new models section for the Audi UK website - a key part of a programme which improved lead generation by 59% in 2020.
I worked closely with Audi UK, IBM and content art directors to deliver on 172 cars in the UK market.
I managed and delivered on new and complex business requirements like financing, new pricing regulations and fixed-price servicing during the design process.
Loading speeds were dramatically improved through carefully crafted content design processes which I oversaw.
I observed and reported on user testing, delivering solutions for the issues spotted to ensure the final product was as optimised as possible before entering market.
I pitched a new art direction for the Audi UK website due to some negative feedback we received from a testing partner.
The new model landing page I designed to fit into the existing Audi UK website experience. The capabilities and content were based on empathy mapping and business requirements.
Content became richer, CTAs became clearer and load time was dramatically improved. 172 cars were delivered and lead generation increased across the entire range.
I also optimised the existing model discovery page by introducing filters, pricing and sub ranges. Better helping users find the right model for them which later showed in the click through rate analytics.
In BERT testing the existing look and feel of the Audi UK received some negative feedback. I explored how we could bring it further inline with other Audi brand stimulus that performed better in testing.
A quick empathy map I drew with product owners at Audi UK to identify some high level pain points, tasks, feelings etc.
Early stage sketches and collaboration with BBH, Audi UK and IBM to help assess the value and scope of the release candidate I'd suggested.
I observed user testing and reported on it, identifying potential issues in my designs and then providing solutions pre-release to help ensure performance in market.
During the design process BMW were adjudicated by the ASA. This made us revaluate how prices were presented in relation to imagery. This helped the user better understand the cost and helped Audi UK avoid any compliance challenges in the future.
Fan engagement features, from strategy to sales
Customer pain point analysis & remedies