For the first time ever, a car brand has enabled customers and fans to configure their perfect vehicle via a mobile application. Using their iPhones or Android mobiles, users can virtually build and customise an Audi from the very first bolt to the last drop of paint.The app had to feature all of the standard and optional equipment, as well as the full range of Audi Genuine Accessories. Our Information Architects were therefore challenged with incorporating huge amounts of data, and thousands of possible combinations, into a seamless user experience.

Inspired by best-practise principles of touch interface design, we created a beautiful and user-friendly experience. A step-by-step guide leads users through the Konfigurator, a handy filter function can be displayed or hidden in just two finger movements, and the vehicle preview appears or disappears automatically as the user scrolls through long lists of options. To streamline the configuration process, we developed a unique ‘three screens’ approach to navigation. After users set their choices on the first screen, then they can swipe across to further levels of detail on the second and third screens, as and when needed, before progressing to the next set of three screens.The configured model can be viewed panoramically from every angle, fuelling users' desire for the car and driving them to a dealership, where they can use their unique 'Audi Code' to discuss their choices in greater depth with an Audi dealer. Alternatively, users can save their configured model to edit later, or scan a QR code from the website configurator to continue editing it on the phone.We believe the innovation that underpins this pioneering app makes it so easy to use, the vast quantity of data never gets in the way of an incredibly rich and intuitive experience. Early results suggest that users agree as we have had over 100K downloads since the launch! It was ranked Top Third App in Apple’s most downloaded free Apps in the first week. We have almost 300K started configurations and 99K completed configurations. The conversion rate of started to completed configurations is a lot higher than the conversion rate on the website (less people who abort the process). This suggests that the app has very high usability!****Apple-ID: cannesawards2012@googlemail.comPassword: Mob1le246