Role
Lead Product Designer
Industry
Automotive
Type of Work
Mobile & Web App Design

BMW wanted to find out effective ways of online marketing that would help enhance their current portfolios which are new cars, used cars, mobility, servicing and lifestyle. In this project I created the strategy & lead the whole design process including creating the design artifacts.

Project Phases

01: Defining the design scope

Discussions with stakeholders helped to understand the project's purposes and translate their vision into the plan:
We calculated the design scope for each stage: UX research, ideation, creating architecture, design system, high-fidelity prototypes, and testing

04: Wireframes & Sketches

Further we sketched out wireframes in the team to have a rough conceptual idea about the potential prototypes to our in car marketing model. The wireframes were collaborated to make prototype iterations for a human-centric design solution.

02: UX research

Vision Canvas workshop to understand the value of the product, the users and which problems it solves. Competitor analysis to analyze similar features on the market and makes us unique. Customer Journey Map creation and validation of user flows and wireframes.

05: Designing mobile screens

Created adaptive design screens, finalising use cases for all the features separately, adding all the interface states, and preparing clickable prototypes for testing.

03: Ideation & Design workshops

Key findings from the user journeys helped us brainstorm further in the implementation phase of the project. During the brainstorming sessions, we collected all the ideas from the different group members and this helped us move forward with the possible solution.

06: Testing & Iterations

Users were asked to test the existing methods of online servicing and other services and then they were made to test out our prototypes of the similar service. This helped us get their feedback, which proved important in making changes to our prototypes.

Stakeholders - Project Managers, Sales Managers, R&D, Developers & Product Designers

Design Process

The change begins with the user, who is a vital element in the process of co-creating additional value. The value that is shared by the customer and the organization is the belt of transformation that moves from service diffusion to service experience and then on to service co-creation. This belt is called the experience loop. There are six elements in the Experience loop and they are Trigger, User Service, Integrate, Expand, Reward and Change habit. The experience loops help us explain how BMW as an organization can add value to the customers user journey.

User Flows

The used car user flow looks into the touch points, data triggers required, call to actions, entry points and the final goals that need to be accomplished by a user who is using a used car. The user flow also considers the possibilities of how In-Car marketing could be achieved and how a used car can be used to enhance the other portfolios. When we consider the user flow of a used car user, there are four portfolios that can be advertised to the user in consideration.

Sketches & Wireframes

The developed wireframes are related to four scenario cases according to the different portfolios. In the four cases, the driver will be asked, when he/she gets into his/her vehicle and starts it, if he/ she wants to receive personalized advertisements about the different portfolios. There are two methods, which the driver can use to answer to the question: either he can respond via touchscreen, or voice command.

Prototypes & Testing

The building of the wireframes and the prototypes are based on the data that BMW has acquired from its users and how it can be used to make the user journey much more personal and efficient. Hence to get a better understanding of how existing user interact with the website we looked into the existing user journey of how a customer goes about booking an appointment for a regular car service. For our case we looked into the mobile interface as the need of optimizing the mobile experience is much needed as users find it more convenient to use their mobile devices rather than a desktop or a laptop.

175+ mobile screens built - Figma

Developed interactive prototypes and conducted extensive user testing to uncover workflow inefficiencies. Iterative refinements led to a 50% reduction in process time and minimized the number of clicks required, creating a more streamlined and efficient user experience.