The Audi Experience principles create a consistent interface design for a coherent customer journey at all digital touchpoints. This ensures a uniform appearance across all products and services.


These applicable everyday design principles apply to different product layers. It is not necessary to apply all character traits on every layer.



influences the most noticeable elements of design: general layout & aesthetics.



amplifies the performance of the underlying technology & features.



offers information & interaction based on relevance for a user, ergonomic function and intuitiveness.



enriches the overarching experience through complementary details, themes and certain key moments.


Layout & aesthetics

Layout and aesthetics determine the holistic look and feel. Visual Design and common objects contribute to a cohesive and intuitive interface. Featured objects are used as highlights. Composition creates a visual flow.


Technology & features

Technology and features are essential for digital products. They define its capabilities and functionality by hard- and software components.


Information & interaction

Information and interaction allow users to experience the product. Information can be structured timebased or spatial. Interaction is defined by controls and behaviour, taking the users perception into account (affordance). Overarching


Overarching experience

The overarching mood affects each layer. Therefore it must be precisely orchestrated and balanced.

One seamless design

A unified design system creates a seamless and consistent user experience. Our experience principles apply to every touchpoint from Web and App to in-car applications.

Considering the phases of use a more editorial or functional appearance can be achieved for different
touchpoints. When designing content, the context and the medium should always be considered.




Components support common interactions. They are designed with a large degree of flexibility to ensure best usability for all touchpoints.


Featured components

In particular cases featured components may be used to highlight prominent features and emotionalize the user experience for specific touchpoints.

Sophisticated quality

Layout and aesthetics are clean, minimalistic and refined. High contrasts, limited type styles and flat design
create an overall clear appearance. While subtle motion and exciting product illustrations add


Contrast and reduction

The overall layout structure is applied. Generally there should only be as less divisions as possible. Variation is created by flexible arrangement. Generous use of whitespace and visual alignment improve legibility and structure. Limiting the number of text styles improves cohesiveness.


Clear color palette and flat surfaces

A limited amount of brand colours is used. Additional colours are used for functional purpose or improved usability. The overall design is flat and visually clear. A subtle amount of layering and depth provides focus and hierarchy.


Plain objects

Shapes and symbols are flat and minimalist. Visual elements are highly abstract and geometric. They use as less depth / transparency as possible. More realistic depictions may be used if it is crucial for immediate recognition and coherence (e.g. featured components).


Limited type size ratio

Hierarchizing the text styles improves overall orientation. Due to usability and ergonomics, the ratio between type sizes is limited. For more emotional applications larger font sizes can be used.


Subtle Motion

Object states require realtime animation, while transitions and behaviour are subtly and smooth. Therefore the motion curve must be applied.


Level of detail

Graphical objects are minimalist and avoid unnecessary details. Despite sharp contrast (clear colours) objects appear light weight (fine line thickness). Real vehicles are shown as high quality photos or renderings based on the Audi imagery.

Progressive performance  

Technology and features are highly state of the art, data driven and captivating. The right balance between
innovative and conventional technology is key to a progressive, yet reliable experience. Low data complexity
ensures accessibility while immersive technologies enrich the experience.


Cutting edge & future adaptive

Audi's progressive attitude is expressed in the balance of innovative and reliable technology. To be progressive, systems must be scalable and adaptable to future needs, even if not required now.


Data complexity

Audi Interfaces are easy to understand and use. Basic components ensure accessibility and seamlessness by reducing complexity. For an immersive experience more complex data (high-resolution, realistic audio, haptic feedback, specific information) can be used for featured components.


Immersive capabilities

»Immersive« technologies (e.g. AR, VR, 3D, gesture or voice control) convey a realistic feeling and allow users to immerse themselves in virtual touchpoints. High performance technology is used to be capable of delivering dynamic, high quality content. Immersive technologies should never deteriorate the seamlessness of the experience.

Intelligent guidance

Information and interaction are highly flow driven, relevant, effortless and reactive. Information is reduced to the relevant while being tailored to the users preferences. Interactions are intuitive and provide natural feedback.


Time directionality

The flow of information is carefully orchestrated. For narrative purposes information is structured chronologically. In functional context information is accessible in multiple ways.


Simple and adaptive

Information is reduced to the relevant without increasing effort for the user. Content should be as personalized as possible (based on personal data) and adaptable to context.


Intelligent interaction patterns

Usability is maximized by the use of intuitive, mostly conventional interaction patterns. New ways of interaction must create more benefits than create learning effort. Physical ways of interaction can improve accessibility (e.g. while driving).


Dynamic feedback

Reactions that you can see, hear or feel seem natural and improve the user experience. Subtle motion can enhance guidance, while too much animation can lead to distraction or additional effort for the user.

Spirited mood  

The overarching experience is engaging, characterful and lively. Emotional moments are created consciously as highlights for users. Information is presented in a personal and relatable way. Subtle animations create a natural feeling.


Repetition and key moments

A consistent set of familiar interface components strengthens recognition and loyalty to the Audi brand. These elements are designed to remain engaging. Occasional key moments are the emotional highlights of the user journey. These moments are designed and used with clear intention.


Personal and relatable

Information should be conveyed in a personal and relatable way rather than purely factual. The user, its mood and preferences should therefore be taken into account. Subtle details (respecting the geometric and minimalist style) can enhance the joy of use.


Ambient effects and organic behaviour

Ambient effects (e.g. subtle movement in images)create a sense of liveliness. These effects arerestricted to background layers and are used specifically. When it comes to interaction elements, micro-animations and natural behavior support the feeling of liveliness on the interface.

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