From status symbol to mobility solution: Developing the Audi subscription platform.
Classic vehicle ownership is losing relevance – especially among target groups switching to electromobility and seeking flexible mobility solutions. For Audi Business Innovation, we strategically expanded the existing Rent product and realized the entry into the subscription market (car-as-a-service). As Experience Designer, my task was to develop an end-to-end journey that unites two worlds: A digital frontend that builds maximum trust, and a complex backend that transforms existing dealer and corporate processes into a completely new sales model.
The Problem: Digitalizing the car purchase
The transformation from "ownership" to "subscription" presents established automakers with a dual challenge. On the user side, a purely digital journey had to be created that empowers customers and gives them the trust needed to choose a vehicle online. On the business side, it went deep into the system architecture: A new sales model had to be developed that operationally enables car subscriptions, transforms historical dealer processes, and integrates smoothly into the complex corporate structures of Audi Business Innovation.
Visually, we immersed users deeply into the familiar, high-quality Audi aesthetic and imagery.
The Path: From Rent insight to the subscription model
We didn't start from scratch, but specifically analyzed and adapted insights and user needs from the existing Audi Rent division. However, since a subscription replaces classic vehicle ownership, the strategic priority was on transparency and control. The digital process had to safely guide the user and give them the feeling that signing a high-priced contract online is just as secure and binding as at the local dealership.
UX Design: Full control and hybrid checkout
Through interactive sliders for term, mileage package, and deductible – coupled with real-time price adjustments – we gave the user full financial control.
The core of the journey was the checkout and dealer integration: To convey genuine trust, we digitalized the physical handover process. Users could flexibly choose whether to pick up the vehicle at their trusted Audi dealer or – as the ultimate innovation and convenience factor – have it delivered directly to their doorstep.
Business Impact & Results
Through the intelligent combination of digital flexibility and physical logistics, we created a product that actively drives Audi's mobility transition:
Successful validation and establishment of the subscription model as a true, purely digital alternative to classic vehicle ownership.
Successful transformation and integration of the existing analog dealer network into a modern D2C journey.
Creation of a highly converting checkout that delivers the necessary trust for fully digital, high-priced contract closures.