Audi Select
I owned the design of Audi Select from start to finish: the marketing website, the subscriber-facing portal, and the internal ops admin tool. At $1,395/month, subscribers could swap between Audi models whenever they wanted. We launched in Dallas-Fort Worth and picked up press from CNET, The Verge, Forbes, and Engadget.
The Vision
Audi Select set out to redefine what it means to drive an Audi. For $1,395/month, members had the run of the fleet: 2 vehicle swaps per month, unlimited mileage, insurance, maintenance, roadside assistance, and 2 free Silvercar rental days baked in.
My Role
My scope covered the entire design surface: the marketing site, the subscriber portal, and the internal ops admin tool. Essentially, if a subscriber or team member touched it, I designed it.
To ground all of that work, I built out personas, storyboards, and service blueprints that traced the complete subscriber lifecycle. Those artifacts exposed the friction points in vehicle swaps and pointed us toward solutions that improved the experience for both customers and the operations team.
Operations Portal
I designed the internal ops portal to give the fleet team a live command center for the subscription business. The customer management screen surfaces every subscriber alongside their account status, assigned vehicle, and quick-access filters, so ops staff can handle issues without bouncing between tools.
The availability screen pairs a weekly calendar with a kanban swap pipeline (Pending, On The Lot, Approved, Active) so the team can see vehicle flow at a glance. Drilling into any vehicle brings up its VIN, plates, contract history, and a complete timeline of swaps, services, and deliveries.
Customer Portal
The subscriber portal is the self-service hub where members run their Audi Select membership. The overview page puts the essentials front and center: Premium tier status, monthly payment amount, contract term, address, authorized drivers, and active promotions like the Home & Away package.
Tabbed navigation lets subscribers jump straight to their vehicles (swap scheduling and full history), billing (payment method and monthly statements), and signed contracts. Everything in one place, zero phone calls needed.
The Challenge
Back in 2018, car subscriptions were still a brand-new concept. Porsche Passport, Mercedes-Benz Collection, BMW Access, and Jaguar Land Rover's Carpe were all jockeying for position in the luxury subscription market.
Our job was to make Audi Select stand apart through experience design. The subscription itself needed to feel as premium and effortless as getting behind the wheel of the cars.
Understanding the Subscriber
I built detailed personas so that every design decision traced back to a real human need. Calvin Williams was our early tech adopter archetype, a 28-year-old software engineer in Dallas who loves cars, avoids big purchases, prioritizes time over money, and expects on-demand access to everything in his life.
Jacquline Laurent captured the flexibility-driven professional, a 41-year-old CMO in Washington D.C. who wants a simplified, premium driving experience without traditional ownership headaches. She already subscribes to a dozen services and her bar is simple: things should "just work."
Service Blueprint
I traced the full subscription lifecycle in a comprehensive service blueprint that spans every stage (Awareness, Join, Initial Use, Support, Use Again, and Cancel). It tracks four layers in parallel: Customer Actions, Front-line Staff Actions, Behind the Scene Staff Actions, and Supporting Systems & Infrastructure.
That blueprint became the shared reference point that kept product, engineering, and operations aligned. More importantly, it forced us to surface the assumptions and unanswered questions lurking at each stage, things that absolutely had to be resolved before we could launch.
User Journey Storyboards
I storyboarded both the pilot launch and the go-to-market phase. The pilot version walked through 11 steps, from email invitation to vehicle swap, and clearly flagged which touchpoints were automated versus manual, showing us where technology could lighten the ops load.
For GTM, the storyboard grew to 18 steps, folding in inbound awareness channels, Facebook ads, live chat, abandoned-workflow recovery emails, and mobile document scanning. It painted a clear picture of how the experience would need to evolve to scale beyond the controlled pilot.
Curated Collections
Instead of dumping subscribers into a long vehicle list, I organized the fleet into curated collections built around lifestyle. The Core Collection covered everyday driving; the Premium Collection was for members who wanted more room and horsepower.
That simple reframe changed the decision from "which car do I pick?" to "which experience do I want?" It clicked with our audience and noticeably cut down decision fatigue.
Out of Town Experience
One of Audi Select's standout perks was the "Out of Town" experience. Members could hit the road with their Audi and feel completely at ease wherever they ended up. I shaped the design around that sense of freedom, collaborating on photography that captured the thrill of spontaneous travel.
That lifestyle imagery turned into one of our strongest marketing assets, communicating that this wasn't just about having a car. It was about a different way of living.
Results & Impact
We took Audi Select live in Dallas-Fort Worth and it gained momentum fast. Subscriber satisfaction jumped 10% during the pilot, the service grew past 5,000 monthly active users, and we earned press coverage from CNET, The Verge, Forbes, Auto, and Engadget.
In the head-to-head with rival subscription offerings from Porsche, Mercedes-Benz, BMW, and Jaguar Land Rover, our differentiated and seamless user experience gave us a clear competitive edge.
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