During 2020-2021—a time when test-drives were unavailable—Audi needed a way to excite and engage potential purchasers while also getting them into the online purchase funnel to drive new sales.
Revving up excitement within the purchase journey
Offering Audi customers the option to reserve
vehicles—even those in transit—with a fully refundable
Vehicles eligible for e-deposit at launch
Teams cross-collaborating to develop e-deposit
Moderated user flow tests conducted to support design
Based on UX research, we uncovered that the anticipation of waiting for an in-transit vehicle can be just as thrilling as waiting for a hot-ticket item (think concert tickets or game consoles). With that, we developed Audi e-deposit, which allows customers to comfortably and conveniently jumpstart their purchase journey before their vehicle arrives at the dealer. Customers receive updates on their vehicle status—which builds excitement—and sales get a boost, regardless of inventory scarcity.