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AUDI

Partner since 2017

Accelerating innovation management in a complex corporate environment

Exploration & prototyping

Product vision & innovation

Transformation & change

In close collaboration with our partners, we reimagined a traditionally slow innovation process for our client Audi. By engaging real users through co-creation and rapid prototyping, we introduced a user-centred system that simplifies idea management and enables faster decisions. Together, we bridged digital and non-digital workflows, creating a unified, agile platform that drives innovation across the organisation.

Need

Unify traditional R & D with agile methods to accelerate innovation and streamline decision-making.

Result

A scalable system that processed 200+ ideas at launch, replaced lengthy presentations with rapid prototyping, and supported harmonised submissions.

Impact

Audi now drives innovation with agility and co-creation, aligning workflows to advance its vision of sustainable mobility. Together, we transformed a traditionally slow process into a scalable engine for digital innovation—accelerating decision-making, unifying systems, and setting a new benchmark for excellence in the industry.

The challenge

Creating a faster, more flexible approach to innovation

Audi, a leader in sustainable mobility, is committed to combining advanced technology with forward-thinking design to meet the highest standards of innovation and agility. However, achieving this vision was hindered by slow processes and rigid structures. Traditional stage-gate methods worked well for hardware R & D projects but were too sluggish for disruptive digital innovations. To accelerate innovation, Audi was looking for a unified workflow that seamlessly integrated both approaches while fostering stakeholder alignment.

What we did

A transformed innovation management workflow prioritising agility and user-centric design

We collaborated closely with Audi to reimagine their innovation management process, focusing on speed, co-creation and scalability:

Audit and analysis: we conducted a comprehensive assessment of existing workflows, identifying challenges and opportunities through a detailed pains-and-gains analysis.
User-centric design: stakeholders were engaged through interviews, co-creation workshops and real-world testing to develop a redesigned stage-gate process and tool.
Prototype and testing: clickable prototypes were designed and tested in Figma, allowing us to refine the user experience before developing a scalable MVP with Oracle APEX.
Integration and migration: we designed an alternative solution that Audi implemented alongside the existing system to handle all new project ideas, until subsequent stages were integrated into the new solution.
Change enablement: we developed a targeted change and communication strategy to drive adoption and ensure a seamless transition to the new tools and processes.

How we did it

Fast and iterative

Taking a collaborative and agile approach, we designed a unified stage-gate process that integrates gate governance, innovation methodologies and a modern operating model. We delivered a user-friendly dashboard for innovators to submit ideas and for innovation teams to evaluate them, for seamless tracking of project maturity and decision milestones. By incorporating industry best practices tailored to Audi’s unique context, validating prototypes with users and creating a prioritised implementation backlog, we ensured technical feasibility, while stakeholder workshops ensured operational buy-in, aligning the solution with Audi’s vision.

The results

The new innovation management process empowers Audi to balance traditional R & D workflows with agile methods. Key achievements include accelerating innovation timelines by replacing lengthy presentations with rapid prototyping and user testing, deploying a scalable MVP within Audi’s infrastructure that processed over 200 new ideas at launch, and integrating digital and non-digital submissions into one unified system. The roll-out across teams was guided by a clear change and communication strategy, while a modernised governance model ensures effective evaluation, prioritisation and impactful decision-making for future innovations.

What we learned

A ‘submarine-style’ approach – stealthy, rapid prototyping combined with user testing – can break through even the most entrenched corporate structures. By prioritising hands-on iteration and immediate feedback, meaningful change is not only achievable but widely embraced.

Helping Audi align traditional R & D with agile innovation practices has been a truly rewarding journey. By collaboratively designing solutions tailored to their unique challenges, we enabled creativity and efficiency to thrive. Seeing over 200 new ideas seamlessly progress through the system showcases the transformative potential of a user-centric and strategic approach. This project underscores the impact of teamwork and digital transformation in shaping the future of innovation.

Franz Steinberger

Principal Consultant & Lead Strategy

Ray Sono

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Manufacturing & Industrial Services