Audi Match
An intelligent, AI-driven experience that helps people find the perfect Audi.
Brand:
Audi
Project:
Audi Match tool
Award:
DMA Awards – Gold for “Finding Drivers Their Perfect Match”
My role:
UI/UX Design Director
Team:
BBH & IBM
I led the creation of Audi Match, an intelligent AI-driven tool that uses machine learning to pair customers with the perfect Audi based on their preferences. Working closely with IBM and Human8, I guided the experience from early wireframes through to final design, ensuring every interaction felt intuitive, human, and aligned with Audi’s premium brand values.
Audi Match sits at the heart of Audi’s Find & Buy transformation. As an early touchpoint in the journey, it identifies customer needs and feeds tailored results directly into Help Me Buy — the highest-performing tool on Audi.co.uk. Every interaction is tracked to improve recommendations, inform CRO, and continuously optimise the full Find & Buy ecosystem.
Tailored for Every Moment
Audi Match was built to feel effortless from the moment you open it. We created dark and light modes that automatically align with the user’s own device settings, giving the tool a personalised feel straight away. The experience was fully designed for mobile, tablet and desktop, with tailored layouts in both portrait and landscape to keep everything responsive, intuitive and unmistakably Audi.
We also created seasonal variations of the tool, aligning the experience with seasonal car accessories, the user’s environment, and any wider campaigns running at the time. In addition, we explored day and night versions that would automatically update the imagery based on the time of day. This feature is planned for release in future updates, further enhancing the sense of personalisation & contextual relevance.
A social series that made the Audi Match tool impossible to resist.
We amplified the launch of Audi Match with a playful social campaign that brought the tool’s name to life. On Valentine’s Day, we introduced Audi Match to the world with a cheeky dating-app-style film that invited people to “find their perfect match.”
We then rolled out a series of short Instagram videos that turned Audi models into characters with their own dating profiles. Each story played on traits like “Bit of a tech nerd” and “Up for a long distance relationship,” letting the community swipe, react and get involved.
