Enhancing the BMW Retailer Experience
Our agency was appointed by BMW UK to conduct a platform upgrade and improve the user experience at authorized BMW retailers websites across the UK.
As an Experience Designer at TMWX, my role was pivotal in collaborating with the UX Director, Creative Director, and the development team to optimize the digital experience for BMW.
My responsibilities in this project involved, wireframing, user testing, visual design and prototyping.
BMW UK approached us with the need to rejuvenate their online presence, focusing on authorized BMW retailers' websites.
The primary objectives were to amplify the digital experience for users navigating these platforms and to align the visual designs with the brand's image.
The challenge was not just to upgrade the platform but to create an online environment that blended sophistication with user-friendliness, ensuring that every visit to an authorized BMW retailer's platform became a memorable experience for potential customers.
The issues we had to address included outdated user interfaces, a need for improved navigation, and the incorporation of innovative features that could set BMW apart in the competitive digital automotive landscape.
Our work process encompassed various touch-points throughout the BMW website journey. From restructuring Information Architecture and optimizing navigation to instilling trust among retailers. The journey extended to intricacies such as the development of an electromobility quiz, unsubscribe flows and refining the tire selection page.
Our journey began with a comprehensive UX audit of the existing website.
Collaborating closely with the UX Director, we delved deep into the structure, organization, and user flows of the services provided by the BMW authorized retailers, aiming to extract, arrange, and enhance information architecture for a more intuitive experience.
We realized that the content and pages nested under the main navigation link - Your BMW - were overly intricate, making it challenging for users to access and navigate the deeper levels.
Leveraging insights from the UX audit and user testing, we undertook a comprehensive restructuring of the nested pages and redesigned the navigation to ensure a more user-friendly experience.
Leveraging insights from the UX Audit we undertook a comprehensive restructuring of the nested pages and redesigned the navigation to ensure a more user-friendly experience.
To ensure the effectiveness of our redesigned navigation, I conducted a usability test, employing a guerrilla testing method to identify potential issues and validate our designs.
To improve accessibility and streamline information, we initiated a restructuring effort.
This included organizing blocks and modules, giving priority to those most valuable to users. We created wireframes and conducted user testing on the updated information architecture to pinpoint and address any difficulties users faced.
To improve accessibility and streamline information, we initiated a restructuring effort. This included organizing blocks and modules, giving priority to those the client wanted to bring to the platform's upper tier levels.
My work was focused on the pages nested under the categories of BMW Servicing, Repairs and Accidents and Accessories & Lifestyle.
Building upon the insights gained from rigorous wireframing and user testing, we translated the refined information architecture into intuitive and visually compelling UI designs.
Building upon the insights gained from the wireframes, I translated the refined information architecture into intuitive and visually compelling UI designs.
These design were shown to the design team, stakeholders and the developers so we could iterate on feedback and ensure our approach was feasible and within scope.
One of the key requisites for this project was to establish trust and transparency for the BMW retailers while aligning with the brand image. We addressed this by integrating a rating component on each retailer's homepage, showcasing user ratings for both service and sales.
My responsibility was to design this component, ensuring it seamlessly integrated with the brand's guidelines and hero section of the homepage; maintain a balance and making it informative without overshadowing other essential information.
One of the key requisites for this project was to establish trust and transparency for the BMW retailers while aligning with the brand image. We addressed this by integrating a rating component on each retailer's homepage, showcasing user ratings for both service and sales.
My responsibility was to design this component, ensuring it seamlessly integrated with the brand's guidelines and hero section of the homepage; maintain a balance and making it informative without overshadowing other essential information.
To assist users in selecting the most suitable BMW vehicle - electric, hybrid, or petrol - we designed an interactive quiz module. Our challenge was to create a logic-driven, user-friendly interface that provided personalized recommendations based on user preferences and criteria.
I translated the wireframes crafted by the UX team into a versatile module adaptable for different website sections. Once the visuals were polished, I developed a functional prototype showcasing its behaviour, presenting it to both stakeholders and the development team for implementation.
The prototype received the client approval with only minor changes, we had to replace the images supporting the vehicle recommendations and we decided to use relevant iconography associated with each car type - electric, hybrid and petrol. With this approach we reduced the amount of assets the content team would have to provide, ensuring a quicker build and implementation of the module.
Within the scope of the BMW project, a significant challenge arose in designing the Tyre Selection Page. Crafting this page was a complex task, requiring a balance between presenting a wealth of information in a limited space. We also had to ensure our designs were engineered to cater to both knowledgeable enthusiasts and less-informed users seeking basic guidance.
Firstly, we decided to add a filter module and sorting modal feature to provide a familiar experience to the user as well as planning for design scalability if more information or categories were to be included in the future.
The challenging component of this section were the tyre information cards, they needed to include comprehensive details to aid users in making informed decisions without cluttering the page.
The cards displayed information about the manufacturer, tyre type, specifications, and pricing with discounts options.
As an added difficulty, the users had to be able to interact with the cards, they could select the tyre and the quantity they wished to purchase or obtain more information about each tyre card.
The challenging component of this section were the tyre information cards, they needed to include comprehensive details to aid users in making informed decisions without cluttering the page.
The cards displayed information about the manufacturer, tyre type, specifications, and pricing with discounts options.
As an added difficulty, the users had to be able to interact with the cards, they could select the tyre and the quantity they wished to purchase or obtain more information about each tyre card.
While unsubscriptions generally go against our desired business goals, they add value since they increase user satisfaction by granting users control over their experience, giving them a sense of empowerment and an overall positive experience on the BMW website.
My job was to translate wireframes into user-friendly designs, making the process straightforward and respectful of the user's choice.
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My role in this project was just one thread in the larger tapestry of BMW's digital transformation journey, a chapter in the ongoing evolution of the brand.
We successfully improved the user experience and trust-building elements for authorized retailers, simplified vehicle selection through an interactive quiz, and streamlined the unsubscribe process.
Collaborating with BMW and diverse teams taught me the profound impact of understanding user needs deeply. It emphasized the flexibility needed in design thinking and the iterative nature of improvement, ultimately shaping me into a more empathetic and adaptable designer.
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