Audi Middle East

The challenge

Reimagining the digital presence across GCC markets (UAE - Abu Dhabi, Bahrain, Dubai, Jordan, Kuwait, Lebanon, Qatar, Oman, Saudi Arabia) and developing a tailor-made internal dashboard to streamline processes, establish a single source of truth, and enhance both customer experience and service delivery.

Key deliverables

• Discovery & strategy
• Website (re)design
• Custom web development
• Product design for the internal business application (Dashboard)
• Custom internal business application development

Discovery & Strategy‍

Over the course of a two-week design thinking program, stakeholders: Project Sponsors, Business Unit Managers, Customer Experience Leadersetc, collaborated to define the project scope. Their collective insights formed the foundation for both a new back-office solution and a customer-facing website.

The main outputs from this phase included:

• Translating business needs into actionable features and requirements
• Feature definition and documentation
• Prioritization and release planning
  

Close collaboration ensured that every decision considered business impact, budget, and team capacity, leading to a clear and achievable roadmap.

Web (Re)design‍

The website redesign was driven by discovery insights, with a focus on creating a modern, user-centric, and mobile-ready platform. The goal was to showcase offerings effectively while strengthening brand credibility and customer trust.

Key aspects included:

• Designing a clean, conversion-oriented interface for browsing and exploration
• Enhancing navigation for diverse user groups (partners, customers, internal teams)
• Ensuring seamless integration with back-office tools to keep information accurate and current

Custom web development‍

Delivering on the redesigned vision required a robust custom development approach. The outcome was a fully responsive platform built for performance, scalability, and long-term reliability.

Highlights of the development work:

• Advanced search and filtering capabilities
• Real-time content and data synchronization with internal systems
• Seamless integration with third-party services (CRM, payment gateways, marketing tools)
• Strong security and compliance measures to safeguard data and customer trust

Product design for the internal business application (Dashboard)‍

In parallel with the website, a back-office dashboard was designed to meet the needs of internal teams. Its purpose was to streamline operations, improve oversight, and support effective decision-making across the business.

Features designed included:

• Partner and performance management tools
• Customer engagement tracking
• Simplified data entry and management flows
• Reporting and analytics tailored to user roles

Custom internal business application development‍

The push for digital transformation created the opportunity to reimagine internal processes through a custom application. The resulting solution became a central platform for business operations, replacing fragmented tools with one unified system.

The application delivered:

• A scalable and secure foundation for future growth
• End-to-end process automation across key workflows
• Seamless integration with existing systems to reduce manual effort
• Role-based access and personalization for different teams