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A silver Audi e-tron going down a scenic country road.

Improving the Audi e-tron experience

Audi and Making Waves joined forces, and found a way to manage customer expectations through user focused digital services.


  • Innovation Process
  • Hackathon
  • Customer Journey Mapping
  • Interactive Design
  • Graphic Design
  • Content Development
  • Process Management


  • Sketch
  • Invision
  • Magento
  • PIM core


  • Alberto Soriano
  • Christian Magnus Sinding-Larsen
  • Oskar Galewicz
  • Maria Bono
  • Lars Bryne
Image of people working

“It was a challenge to develop a new service for purchasing a car while making sure the brand and its values remained untouched. We managed to achieve this, thanks to the co-creation process we performed with Møller Mobility Group.” Maria Bono, Design, Making Waves Oslo


The e-tron is Audi´s firstborn fully electrical car, arriving on the market in 2019. Months prior to launch, there were over 7 000 customers tripping in line to put themselves on a reservation list. Together with Audi and Ateles, we’ve developed a digital reservation solution, which manage customers´ expectations, simplify the retailers’ processes of preparing and delivering the cars, and reduce the amount of manual labour with purchase orders.

Two team members attending the Hackathon, working on their laptops.

Our approach

We gathered a mix of retailers, employees, marketing and IT, plus designers, analysts, service designers and process managers from Making Waves for a two-day hackathon. With Customer Journey Mapping and multidisciplinary group work, we developed four different concepts for how the process, from customer interest to ready delivered car, could be made as smooth as possible. Self-service and high predictability were main drivers here. In the following weeks, we worked in design sprints, conducted user tests and interviews, and carried out Open Galleries, meaning open exhibitions where the business side and employees could add input. Through iterations and constant user testing, we identified the strengths and weaknesses that helped us define the perfect solution.

Team photo at the end of the Hackathon.

The outcome

We’ve developed a future-proof web service, personalised and distributed to more than 7 000 customers. This way, we’ve empowered the customers to configure, order and securely pay for their new electric car. The number of inquiries on the phone and through email have been significantly reduced, and the car retailers have a solution they themeselves helped creating. Furthermore, the solution will be the template for similar services for their other car brands: VW, Škoda and SEAT.

You can find Audi’s new service here.

The finished Audi app accessed on an iPhone, with the Audi e-tron in the background.

Our contribution

Experience strategy

We make sure design, tech and business goals are aligned

  • Experience vision
  • Roadmap
  • Service design
  • Strategy as process
  • Financial modelling

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Digital products and services

We create user-centric digital services that make life easier

  • Websites
  • Transaction services
  • Mobile apps
  • Chat & voice bots

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Get in touch

Erik Jansson

+47 958 90 279