Audi-wallpaper-0.jpg

Audi of America (eCommerce)

 

 Audi eCommerce

Why? To create a revolutionary premium experience for Audi enthusiasts, fans, and owners through a scalable e-commerce solution to purchase mobility services and products.


Role

UX Design

Time

24 months, ongoing

Tools

Sketch, Invision, Abstract, JIRA


🔴 eComm_Marketplace_Axx_1440.png

The Process

As a UX Designer, I was a part of the discovery team (Scrum Master, Product Owner, Solutions Architect), and worked with the delivery team (UI Designer, Front-end + Back-end Developers, QA).

UX Responsibilities

  • Define Customer Experience and User Interface Design

  • Interpret Business Requirements

  • Develop wireframes

  • UX Copywriting

  • Ensure Corporate Identity guidelines

  • Collaborate with and present to cross functional teams and stakeholders


Overview

The Challenge

The current purpose of the eCommerce marketplace is to allow myAudi users to purchase and manager digital subscriptions. There are longer term plans to add physical products to the marketplace.

Business Goals

Audi of America is going through a digital transformation. They have noted key opportunities in the digital business, with eCommerce as a solution for several of them.


Areas of Focus

  1. Marketplace - Authentication, Shopping, Checkout

  2. Purchase History

  3. Subscription Management

  4. Payment Profile


AoA eComm Flow V1.png

The Miro e-commerce UX map was a source of truth and a tool to align with stakeholders, product managers, and the development team. I used the tool to map out user flows and the interactions, system checks and dependencies.

Samples


Wireframes and Designs

Sample of Component Ideation for Card Succession

This was an exploration of how we could use cards that are differentiated at the multi levels of the marketplace: Home, Category, and Product.

Card Succession.png

Wireframes Examples

Digital Catalog.png
set your preferred dealer - no dropdown.png
set your preferred dealer - dealer list - no dropdown copy 3.png
Audi Care PDP - Single Variant.png
Downgrade Plan - Option A.png

Marketplace Authentication

Set Preferred Dealer

Previous to our the myAudi marketplace, customers could only purchase digital products at their local dealership. Due to profit sharing agreements with the dealerships, business stakeholders required that we have users select the dealer that they want to purchase their digital subscription with. Most users have a preferred dealer on their myAudi account, so that could be pulled to use for this requirement. For users without a preferred dealers set, the business proposed that the user select the dealer at the product level or during checkout.

We believed that users would be confused about why they are selecting a dealer while in the process of purchasing a digital product. We pushed for the dealer selection to be prompted upon entering the marketplace. Our proposed solution also served as the “preferred dealer” selection, so this dealer was saved back to their myAudi profile instead of separately in the marketplace.

eComm_Marketplace_B1a_375.png
eComm_Marketplace_B2a_loading_375.png
eComm_Marketplace_B3a_375.png

How the marketplace evolved and scaled

Over the two years I worked on myAudi Marketplace, it evolved and scaled as we added new products onto our platform and redefined what our “MVP” was. On the left, our marketplace originally started off with one type of product - Audi connect plans. We later on added in Function on Demand, and Audi Care, which required another level of hierarchy to categorize the products. The product detail page also evolved with adding in a product details section (which was still limited due to lack of a content authoring ability).

eComm_Marketplace_A2a_375.png
eComm_SubscriptionPurchase_LFP_B1a_375.png

Set Vehicle Mileage

Another authentication point for product purchase was vehicle mileage for Audi care products. Audi care products are bundled service plans where Audi owners can have their car serviced at predetermined mileage points such as when their car is at 25k miles, and at 35k miles. To mitigate confusion and only show products that customers are eligible for, we prompt the user to enter their vehicle mileage upon entering the Audi care category.

Vehicle Mileage - At Entry.png
Vehicle Mileage - On Category Page.png
Active Audi Care.png
Ineligible Due to Mileage.png

Checkout

eComm - Payment Profile - Checkout Flow - 1.1 - 375.png
eComm - Payment Profile - Checkout Flow - 1.2.2 - 375.png
eComm - Payment Profile - Checkout Flow - 1.3 - 375.png
eComm - Payment Profile - Checkout Flow - 1.4 - 375.png
eComm_SubscriptionPurchase_A3b_375.png

Payment Profile

Set Default.png
No Card.png

Subscription Management

eComm - Subscription Management - 1A - 375.png
eComm - Subscription Management - 1B - 375.png
eComm - Eligibility + Support - Cannot Determine - 375.png
eComm - Eligibility + Support - Not Eligible - 375.png
eComm - Eligibility + Support - Not Supported - 375.png

Upgrade and Downgrade Plans

eComm_SubscriptionPurchase_C1b_375.png
eComm_SubscriptionPurchase_D1a_375.png
eComm_SubscriptionPurchase_D2a_375.png
eComm_SubscriptionPurchase_B2c_375.png
eComm_SubscriptionPurchase_A3b_375.png

Results & Key Takeaways

Taking the MVP approach

The eCommerce workstream had many moving parts. We had to understand the big picture, then segment the project into smaller deliverables. Consistent and constant communication with the product owner was key in my design process. Often, my designs would be more geared toward the full experience, and I had to learn to strip down my designs to key features that were needed in the MVP, and make decisions on whether or not something was vital to the user experience in the first release.