Audi is a luxury brand that represents innovation and elegant design, but it’s website didn’t reflect these same characteristics.

So we set out to craft a simple, elegant and intuitive site that delivered the same level of innovation and elegance found in Audi vehicles. To impact sales, we set out to transform not only customers’ online experience with the brand, but how they shopped for cars online.

Taking a cue from the aesthetics and technological DNA of Audi, we crafted an optimised experience that marries beautiful design with data science. Completely stripped of noise and purpose-built for performance, the site features industry-first responsive design, world-first title search navigation and a cinematic car configurator that allows customers to create their dream car with unprecedented scale. We saw the car configurator as a way to make the cars as beautiful and real as possible, and worked with one of the top automotive photographers in the world to create the configurator’s 55,000 high-res CGI images.

Through extensive research into what buyers were actually looking for, we changed Audi’s business—and the business of shopping for cars online. By giving people the space and tools to visualise and create their dream car, we enhanced customers’ shopping experience and set a new benchmark in the industry. We saw a 227% increase of car configurations, a 627% increase in myAudi interactions, a 2,763% increase in financing page visits, and sales soared to an all-time high. The impact of the AudiUSA.com redesign also positively affected mobile devices, with a spike of 50% in tablet usage and over 100% in mobile usage.