Recently I spent some time exploring the Audi Innovation pages, especially the content about e‑mobility, digital services and the Audi charging hub. At first I just wanted to understand what Audi is doing with fast charging. But after reading more, I realized that this material is also very relevant for my master thesis as I want to do the prototyping within the AUDI Design System.
One key topic for me is how Audi understands charging as a complete experience, not only as a technical process. On the Audi charging hub site, they describe the hub as a premium place where drivers can charge quickly and relax in a lounge at the same time. The charging cubes store energy with second‑life batteries and can be moved and rebuilt in different cities. I find this interesting because it shows a clear link between infrastructure design, sustainability and user comfort. For my research, this confirms that charging is more than a plug and a screen. It is a service environment that can reduce or increase stress for especially first‑time users.
Audi also focuses strongly on urban users who do not have private charging at home, which im also focusing in (Public EV Charging). The charging hub gives them reliable fast charging and extra services like parcel delivery and battery changing for small vehicles. This makes me think about my own personas and journey maps. All of my interview plans already consider users without private parking. The Audi concept suggests that I should look more closely at how “extra services” around the main task can support confidence. For example, clear staff presence or a comfortable waiting area might make it easier for a nervous first‑time user to ask for help.
Another connection to my thesis is Audi’s work on a seamless digital ecosystem. On their pages about digital products and the myAudi app, they describe how drivers can plan routes with charging stops at home and then send them directly to the car. For EV drivers, the app becomes a smart buddy that manages charging contracts, plug & charge features and battery pre‑conditioning. In my research question I ask how onboarding can guide first‑time users from station discovery to successful departure. The Audi ecosystem shows one possible answer: onboarding does not start at the station, it starts earlier in the app and in the car. This impulse motivates me to design my prototypes across multiple touchpoints, not only the station display.
The Audi charging hub examples also give me concrete design inspiration. The barrier‑free layout in Zurich, with wide spaces and flexible swivel arms, clearly tries to remove physical and cognitive barriers. In my own study I plan observations at public stations to see where people actually struggle. The hub design suggests some variables I should pay attention to during fieldwork: parking space width, cable reach, height of displays, clarity of signs and the feeling of safety when moving around the car. These details can directly affect whether a first‑time user feels in control.
For my future research steps, this impulse has three main impacts. First, it pushes me to treat charging as a holistic service, where architecture, services and digital interfaces work together. Second, it encourages me to integrate an OEM perspective into my interviews, for example by asking about expectations formed by car brands and apps like myAudi. Third, it gives me ideas for design principles: create a “hub” feeling even at simple public stations, maybe through small but clear cues like reserved beginner bays, simple reservation flows, or micro‑lounges that communicate “you are welcome here”.
In summary, exploring the Audi Innovation Lab was more than just browsing a corporate website. It gave me a real picture of how a leading OEM imagines premium charging, both physically and digitally. This impulse will help me align my thesis with realistic industry directions, while still keeping a critical, user‑centred view on what first‑time EV users actually need to feel confident during their first public charging session.
https://www.audi.com/en/sustainability/environment-resources/electrification
https://www.audi.com/en/innovation/digitalization
https://www.audi.com/en/innovation/product-innovation/technologies/audi-charging-hub
https://www.audi.com/en/innovation/product-innovation/e-mobility/a6-scandinavian-drive
