A Web Portal That Ties Customers to Their Vehicles
In compliance with the project's confidentiality under an NDA, specific details of the work undertaken cannot be disclosed. However, this case study will focus on the methodologies & approaches utilized during the project duration. To know more, please connect with me.
Overview
MyAudi online portal is an internet-based platform designed for Audi owners to access a range of features and functionalities in one centralized hub. After rebranding Audi North America to better appeal to the North American audience, it was crucial to rethink every customer interaction and avoid relying on legacy integrations from Audi Germany.
The Ask
Audi North America approached Somo Global with a request to modernize and improve the digital experience for Audi owners. With the current global platform, Audi North America customers were facing a disjointed digital experience. They had to navigate through multiple platforms to find services, information, and features they needed about their vehicle.
The Redesign Goal
Improve website navigation, accessibility, and responsiveness to provide visitors with an intuitive browsing experience across all devices.
Increase engagement by optimizing the layout, Incorporating interactive elements, compelling visuals, and engaging content.
Design a scalable and adaptable website architecture that can accommodate future updates and expansions.
Align with the new brand’s value and visual identity, and create a cohesive experience for customers.
Understanding the
User & Business Needs
To kick things off, we gathered all the research and data provided by the client who heavily invests in researching their users and competitors. Our first step was to gain a general understanding of the market, new trends, and customer needs in the automotive service industry. (Some data is blurred or not shown due to NDA.)
Capture leads and funnel them into the wider Audi ecosystem.
Increase customer loyalty, build brand value, and reignite interest in Audi USA and Canada.
Deliver more features of value so that users return to myAudi on a more frequent basis and are not just visiting for AFS purposes.
Develop a strategic roadmap which scopes out both
short-term advantages and long-term success.
Create a personalized platform that builds a stronger bond over time.
Access car information and profile information with ease.
Link customer Audi Financial Services account to myAudi account and manage everything about the customer vehicle in one place.
Create opportunity to provide feedback on the customer experience with the portal.
Create content that speaks personally to user's needs.
Uncovering Usability Issues
To uncover existing user pain points, My team and I undertook several tasks to understand the landscape of the current Portal by running a UX Audit and a Heuristic Evaluation.
Translating Insights to MVP
After conducting lists and card sorting sessions with stakeholders, PMs, and the AG internal team, we were able to narrow down the MVP features needed to build the first NAR portal platform dedicated to serving the specific needs of our audience.
Reworking the Structure
After prioritizing the features list, my team and I quickly structured and labeled the groundwork for the customer portal to ensure a user-friendly and intuitive experience.
We came up with three navigation concepts to be tested and see which approach scored higher on success metrics while maintaining the brand's premium feel.
Concept testing feedback
The detailed global and sub-navigation provided flexibility for users to access necessary pages. Displaying vehicle information, dealership name, and warranty end date in the hero section created a sense of personalization and trust. We decided to combine the navigation menu from concept 1 with the vehicle info hero from concept 2.
Once we confirmed the effectiveness of the navigation approach, we designed and tested the layout approaches for the rest of the pages' content, and evaluated their effectiveness.
Bringing it All to Life
The early wireframes testing helped us design a final layout with all the necessary resources and functionalities for customer satisfaction and loyalty, which we presented to stakeholders before the high-res prototype.
The Outcome
After launching the first phase of the U.S. version of the myAudi Portal, we observed a high migration rate to the new platform and a completion rate of about 68% for the new onboarding process. This also presented an excellent opportunity for us to update the Marketplace checkout flow, which I had the opportunity to lead.
Future Optimisations
The next step involves working on the customer registration flow, as well as the marketplace product catalogue, filtering, and cart checkout.
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