Audi A6 iPad Experience

The iPad application for the new A6 actually laid the groundwork for many elements and interactions in the new audiusa.com. Careful consideration of interaction design and innovative use of dynamic content helped make the app more engaging than previous Audi model apps. Special attention was given to the configurator imagery. Users loved the car configuration feature, changing colors more than 15 times on average, looking at the car from many angles, and watching more than 5 videos per session. CD: Kim Laama, Design Director: Jimmy Soat, CWs: Colin Corcoran, Bob Hall

A way to experience the car in an elegant, simple way.

Engaging with the A6 Experience allows users to: Configure the vehicle to their personal style, both inside and out. Learn the story of the A6 by interacting with more than a dozen demonstrations of the vehicle’s intelligent features. Have instant access to the latest A6 news and reviews. Directly compare how the A6 outsmarts its competition. Use Google Maps to find the nearest Audi dealership and schedule a test drive.

The A6 Story: an interactive section that maximizes iPad.

The A6 is a model that's full of technology and makes "2000 decisions a second." If wrongly displayed these features could be lost in brochureware versus actually being cool things that help sell the car. We decided to create a complete story incorporating all of these features with simple interactions (turning the iPad, swiping, etc.) that brought them to life and also made them fun. Small inset videos also helped tell the technology stories.

CGI had to be taken to the next level: photorealism.

In model apps from the competition and  Audi's older model apps contained very CGI-looking configurators whose quality did not reflect the premium finishes and nature of the cars. We did an exhaustive global search for the right firm that could make the car look as realistic as possible. Users loved the car configuration feature, changing colors more than 15 times on average, looking at the car from many angles.

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