Audi Road Frustration Index

Interaction / UX Design

Overview

AKQA recently launched a new campaign for the highly-intelligent new Audi A6, a car that makes 2000 decisions a second. Our work combined with an offline campaign to deliver a message about the state of America's roads, and to start movement for more intelligent roads.

To generate buzz and awareness of the current road conditions, Audi and AKQA partnered the SENSEable City Lab at MIT to develop the Road Frustration Index (RFI). The RFI utilizes a blend of historical and real-time data to provide an overview of the state of today's roads: information about traffic and weather patterns, driver behavior, social media comments about driving and more are measured, weighted and compiled into an overall "Index" for 30 major cities.

In the creation of the Audi Road Frustration Index, Audi and MIT built a partnership around analyzing data on the conditions of America's roads. This year-long partnership includes research with Audi, AKQA and MIT around improving the index and creating observations and solutions around today's roads. This research is a longer term investment for Audi and makes a broader impact to all consumers beyond the single marketing campaign.

Outcome

30,000 visits within the first 1.5 months, with an average time on the site at 4.13 seconds. 1 in 2 users with deep engagement averaging 7.07 minutes on the site.

Coverage of the Road Frustration Index on CNBC, Fast Company and Auto Blog.

Annotated Wireframes

Final Design

© Christine Poh, 2011