Transforming app experience

The Challenge

The automotive industry is undergoing a digital transformation and Audi wanted to ensure that they were successfully digitising their processes and creating a robust platform for premium mobility and digital services. This project focused on the key customer process of configuring a vehicle.

Key Objectives

  • Understand the mental models relating to car configuration
  • Product test the current car configurator on multiple devices
  • Assess the relative experience of a device specific prototype


We designed and executed a product testing programme that built a deep understanding of the thought process that a customer goes through when configuring a car. This enabled us to define the users’ mental models, and represent these through affinity mapping.

The existing responsive car configurator was product tested with users to understand whether this was intuitive, and how well the current implementation matched their mental model.

Finally, a new concept was developed and prototyped to match the customers’ thought process. We tested the prototype with users and the prototype was iteratively developed with continuous testing and user feedback.

If you are interested to learn more about how we could help you with Product Testing and Evaluation then please get in touch at or call 020 7947 4940.