Three Minds On Digital Marketing @ Organic

Audi Car Configurator on Surface @ IAA 2009 from Neue Digitale / Razorfish on Vimeo.

Interaction on a touch screen has come a bit closer to the mainstream with iPhone interaction and news casters using them for presentations. The Audi configurator for Microsoft surface is an interesting next step for automotive configuration.

The Audi surface demo has some strong features, it allows you to view the vehicle at any angle in different colors, wheels and accessories and in different backgrounds. This allows the user to get a very good feel of the vehicle.

The best use of this would appear to be in a dealership setting as a tool for ordering and walking through features by someone who is experienced with surface interaction. The surface demo shows potential for an experienced surface user.

Still there are more touchscreen features I would have like to seen. For one, it might be interesting to have an exploded view of things like the safety cage or all wheel dive and engine -- the ability to get under the skin of the vehicle. If it was done well, users could learn everything about the vehicle while configuring it.

What would you like to see?

Scott Brennen