Audi online re-imagined

The Brief

Somo approached the Audi Beta project by first considering how it could accelerate Audi towards launching an MLP within a short time-frame. Rather than attempting to tackle the entire site in one major overhaul, Somo identified the main sections of to initially focus on, ensuring that any changes would have the maximum impact and visibility.

The idea was then to launch the re-designed sections of the site on a standalone URL (, redirecting a percentage of and traffic to the Beta site. Taking this approach would enable us to gain customer feedback, refine and iterate, before ramping up traffic once the new approaches had been validated.

Following the launch of the initial MLP, the team then planned to work on analysing customer flows and traffic to other areas of to understand where pages could be decommissioned or consolidated to create an easier user experience across the site. Once a Content Map had been produced with the new site structure, the design and development teams could work on the creation of a number of reusable components to facilitate the migration of the rest of the pages and content.

The Solution

Somo built a dedicated Agile team consisting of Product, Design, Development and QA resource, focused on working collaboratively to meet Audi’s requirements. The team also included members of Audi’s Digital team, co-located to facilitate productivity and efficient decision making.

From a design perspective, there was a strong focus on the toolset that we utilised, to ensure strong collaboration with the Development team and to allow us to get prototypes in front of users as early as possible. Zeplin was used to make the handover between Design and Development clear and efficient, with all parties able to communicate via Comments. Flinto was our chosen prototyping tool, enabling us to get slick, well animated demos, in front of customers for user testing.

From a technical perspective, cutting edge technologies were employed, using React to power cross-device adaptive experiences, while still integrating with Adobe Experience Manager 6.2. An emphasis on modern DevOps processes, using Jenkins and Docker to enhance and stabilise our deployment process.

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