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The Audi Emotion Dashboard - The Thrill of Driving Quantified

Audi is not the first thing that comes to mind when you think of an exhilarating super car that is super fun to drive. This presented a challenge ahead of the launch of the all-new R8 - a car that is arguably right up there with any other high performance sports car. 

In order to advertise and talk about the all-new R8, we needed to show our audience tangible proof that it was the real deal. 

To do so, we created the first ever Driver's Emotion Dashboard that measured specific metrics of a driver’s heart rate and galvanic responses while driving an R8 on a race track at the annual Audi Driving Event. 


At the end of the test drive, each driver got a summary of their thrill, focus, and excitement which they could then share on social media. Our leaderboards were not ranked by those who drove the fastest, but by those that experienced the biggest emotional changes. 


The 10 day event generated test drives 2x the annual average, sold 300% more sports cars vs. the previous year, and had a halo effect of a 31% increase in overall car sales.

The Audi Emotion Dashboard - The Thrill of Driving Quantified

 

Audi is not the first thing that comes to mind when you think of an exhilarating super car that is super fun to drive. This presented a challenge ahead of the launch of the all-new R8 - a car that is arguably right up there with any other high performance sports car. 

In order to advertise and talk about the all-new R8, we needed to show our audience tangible proof that it was the real deal. 

To do so, we created the first ever Driver's Emotion Dashboard that measured specific metrics of a driver’s heart rate and galvanic responses while driving an R8 on a race track at the annual Audi Driving Event. 

At the end of the test drive, each driver got a summary of their thrill, focus, and excitement which they could then share on social media. Our leaderboards were not ranked by those who drove the fastest, but by those that experienced the biggest emotional changes. 

The 10 day event generated test drives 2x the annual average, sold 300% more sports cars vs. the previous year, and had a halo effect of a 31% increase in overall car sales.


 

Process snapshots:

  Exploration:  Empathy maps helped guide our thinking in a broad sense, even during the showroom, pre-registration and the driving experience itself.

Exploration: Empathy maps helped guide our thinking in a broad sense, even during the showroom, pre-registration and the driving experience itself.

  Exploration:  Planning the event experience itself required iterating the experience map Pre,During and Post event

Exploration: Planning the event experience itself required iterating the experience map Pre,During and Post event

Final Assets: Users can relive their Audi Sport Driving Experience - Assess to the Go-Pro video footage as well as point spikes during the changes of Emotion - Measured by a formula combining Heart Rate and Galvanic Skin response. Users can also see their group and team ranking. The interface elements and design was inspired by Audi Sport's design language of their virtual cockpit - found in all of their sport models. Grill texture taken from the Audi RS models have also been used.