Audi Volkswagen Approved

Learn how I adapted a proprietary management system and innovated on established standards to enable the Audi Volkswagen Group to successfully break into the Middle Eastern used car market.

Role

UX Designer and Project Manager

Company

Audi Volkswagen Approved ME

Skills

UX/UI, Design, Strategy

Overview

During my time at New Star Media, I played an integral role in developing a multi-location and content management system for the used car market that led us to securing a contract for Audi and Volkswagen Approved Cars in the Middle East. They wanted to seriously break this market and so conducted an extensive worldwide selection process. Led by the NSM founders and myself, we applied for the contract and after numerous presentations, detailed reports and strategic meetings, our team was chosen over leading competitors for our innovative vision and expertise.

Challenges and goals

Our platform provided an issue straight off the bat as it was originally designed for the UK market, connecting with UK finance suppliers and other APIs. To enter the Middle Eastern market, the platform required a comprehensive overhaul to support the new locale, from multi-language functionality to regional stock localisation. Platform limitations aside, we also had to work with the client having a minimal presence in the region as well as Middle Eastern buyers often viewing new vehicles as a status symbol, so our challenge was twofold: devise an engaging, region-specific digital experience and management system as well as help build a new audience from scratch, changing established outlooks. Working for a global leader, we needed to continuously provide a clear strategic vision while impressing them at every stage of the design and development. From a practical point of view, we also needed to align with multiple business objectives, such as seamlessly managing the rollout of a multi-location website that integrates into already existing operations.

Deliverables

Inspired UX

Create an innovative user experience that resonates and drives conversions

Research

Conduct thorough market and user research to inform design decisions

Branding

Maintain and reinforce the established corporate identity using CI guidelines

Platform overhaul

Rework proprietary platform for new markets with localised features tailored for business needs

Approach

International workshops

As the project manager and lead designer, I efficiently coordinated with clients across the UK, Germany, and the Middle East by planning targeted workshops that combined UX sessions, design reviews, and strategic meetings. This collaborative approach, which included the direct engagement with clients and their customers, provided deep insights into market needs and informed the redevelopment of the platform and the design of customer-facing websites.

Identifying a unique angle

I gained a deep understanding of their target audience that led me to shift our focus away from established standards. Typically, buying used vehicles meant emphasising the benefits, such as the lower cost, but with vehicle purchases seen as a status within the ME and recognising that the market is accustomed to luxury, I decided to take a different approach and instead focused on providing a premium user experience. I reimagined the traditional purchase process and created a guided, upscale journey, aligning the client’s corporate ethos with their elevated brand image. This strategic pivot captured the attention of the client and their audience, exceeding engagement and lead generation projections.

Outcome

We differentiated ourselves from competitors by challenging conventional industry standards, and although initial data did not explicitly support this approach, our insights into the market and truly understanding the audience drove a successful partnership. We overcame platform limitations in a timely, cost-effective manner and implemented a comprehensive 360° online marketing strategy that enabled us to extend our client relationship well beyond the initial contract. Our successful collaboration with Audi Volkswagen continued until we sold the business, at which point the founders and myself exited the venture.