Together with Audi razorfish developed an inner-city dealership that would display every possible car configuration Audi had to offer. Digitally. Two years after the initial launch, Audi wanted to go one step further: Integration of their used car market. Every possible configuration Audi ever sold needed to be possible.
And that’s where I started…
I was tasked to design a system that would enable every color, rims, packages, and so on to be displayed and searchable.
The biggest problem was to find a solution for photos to be displayed. Doesn’t sound too hard, right? Well, all new models and configurations would be displayed in a beautiful 3D rendering while used cars can’t be displayed this way if they had a non-Audi paint job or are simply older than Audi’s 3D data. Pictures of used cars would mostly be provided by the seller and not a professional photographer. How do you make smartphone snapshots look as attractive as 3D renderings?
We build a grid that would be able to display the provided pictures. Colors and rims would get sorted into more general categories and packages became search-able filters. That means we wouldn’t differentiate between “mango yellow” and “speed yellow” but just call it yellow. Revolutionary stuff right there.
The solution that made a difference was to use the data inside the configurator. If a user configures a new car we would search for a similar used or stock car in the background. This way we gave the customer the option to wait for his dream car for weeks or to get a similar car right away.