An analytics audit provided by Sophos gave the ‘models’ app on the Audi platform an engagement score of 28 (industry standard being 48).  Additional analytics analysis illustrated a high bounce rate meaning few users were moving towards lead generation points such as ‘Book a test drive’ and ‘Configure your Audi’ from the app.

Whilst I have experience conducting user research myself; on this project customer insights were provided to me by the product and research team. I took their findings and distilled them into an empathy map as an input for the design process.

As the lead end-to-end designer on the project; I worked very closely with the Audi product, marketing, compliance and engineering teams to understand a variety of opportunities and constraints inc. data sources, commercial insights, content models, legacy code/design, production costs, content volume and time.
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My outputs were scamps, wires, high-fidelity prototypes plus user-testing, build QA and overseeing content production in UAT.

The new app was launched early March 2020. Initial performance indicators suggest a big improvement.

Success is being measured by key analytics such as time on page, scroll behaviour, onward actions, load time etc. I agreed these with the business and product team before design.

Whilst we wait for analytics to inform any design optimisation; work has begun on future releases of the app. I have worked closely with the research and product team to start to flesh out new features as well as trying to find customer needs myself.
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I have switched into lower fidelity mediums again to share potential solutions for  future enhancements with the wider team. I am always careful to version control designs to help engineers and product owners.