Audi’s MMI® touch redefined in-car infotainment—simple, intuitive, and built for focus. No more taking your eyes off the road, fumbling through menus just to skip an overplayed Nirvana track.

With industry-first directional tactile feedback, natural language voice control, and large, well-designed virtual buttons, Audi preserved the safety of muscle memory while eliminating visual clutter.

I created a page that reflected MMI’s simplicity and seamless user experience. Drivers don’t want technical deep-dives, proper voice command phrases or stats about multi-core CPUs—they just want to know the system will understand them the first time. That insight led to one of my favorite headlines:

“Stop. Talking. Like. A. Robot.”

The relatable tone struck a chord with users, driving more scrolls to the bottom of the page than any other Audi landing page at the time.