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Audi Premium Charging Growth Incentive

image of Evie Shaffer

Year: 2019 | Duration: 3 months | Team: 1 UX design director, 1 PM, 3 Engineers | Tool: Sketch, Zeplin

Introduction

Drive user growth through incentives

Following slower-than-expected adoption of the Audi E-Tron, the business identified an opportunity to accelerate growth by reducing friction in the customer decision journey through value-added incentives. We launched the Premium Charging feature—enabling owners to easily redeem complimentary charging credits and track usage and sign up paid account directly in the app to drive higher conversion and engagement.

1.Metric

Number of users activating account

2.Solution

How to unlock the premium incentives experience

To attract more customers, Audi is offering an enticing incentive: complimentary charging credits equivalent to around 2,000 miles, redeemable at Electrify America charging stations.


Enrollment of the new Incentive

Dealers assist customers with enrolling in the premium offer during the vehicle purchase process. If customers don't complete enrollment in-store, they can easily self-enroll through the myAudi app.

image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer

Charging at station

At Electrify America stations, users can effortlessly start the charging process by following the app's instructions.

image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer

Monitor Energy Credit

Users can log into the myAudi app and access their myAudi account. In the 'Vehicle' tab, they can view key information such as remaining charging credits, expiration date, charging history, and details of each charging session. This gives users a clear, comprehensive overview of their charging usage and related data.

image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer

From Free to Paid Charging Plan

As users approach the end of their complimentary charging credits, the app provides clear prompts and guidance to facilitate a seamless transition to a paid subscription plan.

image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer

Work with team to consider responsive design

Leveraging the Audi design system, I developed comprehensive design annotations and ensured consistency across various screen sizes. This approach guaranteed an optimal user experience on both mobile and desktop platforms, catering to users' preferences and enhancing accessibility.

image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer

3.Impact

+5k new users sign up

Audi recognized the impact by sending a personal appreciation email, commending my dedication and contribution to the project’s success.

Audi Premium Charging Growth Incentive

image of Evie Shaffer

Year: 2019 | Duration: 3 months | Team: 1 UX design director, 1 PM, 3 Engineers | Tool: Sketch, Zeplin

Introduction

Drive user growth through incentives

Following slower-than-expected adoption of the Audi E-Tron, the business identified an opportunity to accelerate growth by reducing friction in the customer decision journey through value-added incentives. We launched the Premium Charging feature—enabling owners to easily redeem complimentary charging credits and track usage and sign up paid account directly in the app to drive higher conversion and engagement.

1.Metric

Number of users activating account

2.Solution

How to unlock the premium incentives experience

To attract more customers, Audi is offering an enticing incentive: complimentary charging credits equivalent to around 2,000 miles, redeemable at Electrify America charging stations.


Enrollment of the new Incentive

Dealers assist customers with enrolling in the premium offer during the vehicle purchase process. If customers don't complete enrollment in-store, they can easily self-enroll through the myAudi app.

image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer

Charging at station

At Electrify America stations, users can effortlessly start the charging process by following the app's instructions.

image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer

Monitor Energy Credit

Users can log into the myAudi app and access their myAudi account. In the 'Vehicle' tab, they can view key information such as remaining charging credits, expiration date, charging history, and details of each charging session. This gives users a clear, comprehensive overview of their charging usage and related data.

image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer

From Free to Paid Charging Plan

As users approach the end of their complimentary charging credits, the app provides clear prompts and guidance to facilitate a seamless transition to a paid subscription plan.

image of Evie Shaffer
image of Evie Shaffer
image of Evie Shaffer

Work with team to consider responsive design

Leveraging the Audi design system, I developed comprehensive design annotations and ensured consistency across various screen sizes. This approach guaranteed an optimal user experience on both mobile and desktop platforms, catering to users' preferences and enhancing accessibility.

image of Evie Shaffer
image of Evie Shaffer

3.Impact

+5k new users sign up

Audi recognized the impact by sending a personal appreciation email, commending my dedication and contribution to the project’s success.