Audi Select

I led design fully end to end — from the marketing website and customer subscription portal all the way to the internal operations admin portal. This meant owning every touchpoint a subscriber or team member would interact with.

I created personas, storyboards, and service blueprints that mapped the full subscriber lifecycle. These deliverables identified friction points in vehicle swaps and informed solutions that optimized both the customer experience and operations team efficiency.

The internal operations portal gave the fleet management team real-time control over the entire subscription business. The customer management view shows every subscriber with account status, vehicle assignments, and quick filters — letting ops staff triage issues without switching tools.

The availability view combines a weekly calendar with a kanban-style swap pipeline (Pending → On The Lot → Approved → Active), giving the team a clear picture of vehicle flow. The vehicle detail page surfaces VIN, license plate, contract history, and a full timeline of every swap, service, and delivery.

The customer subscription portal is where subscribers manage their Audi Select experience. The overview surfaces the most critical information immediately — Premium tier status, monthly payment, contract term, address, authorized drivers, and promotional offers like the Home & Away package.

Tabbed navigation gives subscribers direct access to their vehicles (with swap functionality and full history), billing (payment method and monthly statements), and signed contracts — all in one place, no phone calls required.

Car subscriptions were a new category in 2018. Competitors like Porsche Passport, Mercedes-Benz Collection, BMW Access, and Jaguar Land Rover's Carpe were all vying for the luxury subscription space.

The challenge was to differentiate Audi Select through a superior user experience — making the subscription feel as premium and effortless as driving the cars themselves.

I developed detailed personas to ground design decisions in real user needs. Calvin Williams represented early tech adopters — a 28-year-old software engineer in Dallas who loves cars but is adverse to big purchases, values time over money, and expects on-demand access to everything.

Jacquline Laurent represented the flexibility-seeking professional — a 41-year-old CMO in Washington D.C. who desires a simplified, premium driving experience without the hassles of traditional car ownership. She subscribes to many services and expects things to "just work."

I mapped the complete subscription lifecycle through a detailed service blueprint covering every stage: Awareness, Join, Initial Use, Support, Use Again, and Cancel. The blueprint tracks four layers simultaneously — Customer Actions, Front-line Staff Actions, Behind the Scene Staff Actions, and Supporting Systems & Infrastructure.

This deliverable became the single source of truth for aligning the product, engineering, and operations teams. It surfaced critical assumptions and open questions at each stage that needed resolution before launch.

I created storyboards for both the pilot launch and go-to-market phases. The pilot storyboard mapped 11 steps from email invitation through vehicle swap, distinguishing automated vs. manual touchpoints to identify where technology could reduce operational burden.

The GTM storyboard expanded to 18 steps, adding inbound awareness channels, Facebook ads, live chat support, abandoned workflow recovery emails, and mobile document scanning — showing how the experience would scale beyond the controlled pilot.

Rather than presenting subscribers with an overwhelming list of vehicles, I designed a curated collections experience. Each collection was organized around lifestyle needs — the Core Collection for everyday driving, the Premium Collection for those wanting more space and power.

This framing shifted the mental model from "picking a car" to "choosing an experience," which resonated with the target audience and reduced decision fatigue.

A key differentiator for Audi Select was the "Out of Town" feature — subscribers could take their Audi on road trips and feel completely at home. I designed the experience to showcase this freedom, partnering with photography that captured the spirit of spontaneous travel.

The lifestyle content became a powerful marketing tool, showing subscribers not just a car but a way of living.

Audi Select launched in the Dallas-Fort Worth market and quickly gained traction. The service achieved a 10% increase in subscriber satisfaction during the pilot phase, grew to over 5,000 monthly active users, and attracted major press coverage from CNET, The Verge, Forbes, Auto, and Engadget.

The competitive positioning outweighed rival services from Porsche, Mercedes-Benz, BMW, and Jaguar Land Rover through a differentiated, seamless user experience.