BMW + Mini
Goal /
The goal was to update the existing app and design system to be more engaging, increase adoption and enhance usability. The existing app was outdated and was based on out of date designs that were resulting in low usability, poor conversion & lack of truly useful and necessary functions being surfaced. Address and fix the following list of limitation with the current BMW app design:
Low adoption rate
Non user-centric approach
Complicated CJM (Customer Journey mapping)
Confusing navigation
Lack of useful key features surfaced
Poorly designed information architecture
Low adoption rate
Non user-centric approach
Complicated CJM (Customer Journey mapping)
Confusing navigation
Lack of useful key features surfaced
Poorly designed information architecture
My contributions /
Design system, App design, Future state concepts and exploration, UX design, Key decision maker and contributor to the discovery process:
User-centric design approach
User research and insights
User persona development
Information architecture
Wireframing and prototyping
Visual design and branding
Interaction design
UI design and consistency
Collaboration with development team
Usability testing and iteration
Stakeholder communication
Design documentation
User-centric design approach
User research and insights
User persona development
Information architecture
Wireframing and prototyping
Visual design and branding
Interaction design
UI design and consistency
Collaboration with development team
Usability testing and iteration
Stakeholder communication
Design documentation
Pain points /
Bad App Store reviews based on app architecture being so complex and technical issues such as:
Cluttered UI: A crowded interface makes it hard to find and interact with features.
Inconsistent Design: Lack of visual cohesion creates a disjointed experience.
Complex Navigation: Confusing menus hinder quick access to features.
Small/Unreadable Text: Insufficient font size affects readability.
Non-Intuitive Gestures: Complex gestures impede user actions and navigation.
Limited Feedback/Animation: Lack of responsiveness diminishes user experience.
Non-Responsive Layout: Poor adaptation to different screens and orientations.
Unintuitive Iconography: Unclear icons lead to confusion.
Overwhelming Notifications: Excessive or irrelevant notifications disrupt user flow.
Inadequate Customization: Limited options for personalization reduce user satisfaction.
By addressing these design-focused pain points, the BMW app offered a more visually appealing, intuitive, and enhanced personalized user experience.
Cluttered UI: A crowded interface makes it hard to find and interact with features.
Inconsistent Design: Lack of visual cohesion creates a disjointed experience.
Complex Navigation: Confusing menus hinder quick access to features.
Small/Unreadable Text: Insufficient font size affects readability.
Non-Intuitive Gestures: Complex gestures impede user actions and navigation.
Limited Feedback/Animation: Lack of responsiveness diminishes user experience.
Non-Responsive Layout: Poor adaptation to different screens and orientations.
Unintuitive Iconography: Unclear icons lead to confusion.
Overwhelming Notifications: Excessive or irrelevant notifications disrupt user flow.
Inadequate Customization: Limited options for personalization reduce user satisfaction.
By addressing these design-focused pain points, the BMW app offered a more visually appealing, intuitive, and enhanced personalized user experience.
Discovery /
Carefully considered the design from a wholistic and iterative vantage point by applying focused stragtegies:
User Research: Understand user needs through surveys, interviews, and usability testing.
Competitor Analysis: Analyze existing automotive and similar apps for insights and differentiation.
Goals and Objectives: Define app goals aligned with enhancing ownership experience, convenience, and brand loyalty.
User Personas: Create detailed user personas based on research data for targeted design.
Information Architecture: Map app features and create user flow for intuitive navigation.
Wireframing and Prototyping: Develop low-fidelity wireframes and interactive prototypes for testing and feedback.
Visual Design: Design language reflecting BMW's brand identity and consistency.
Usability Testing: Test app functionality and user experience, iterate based on feedback.
Development and Integration: Implement features, ensure seamless integration with BMW systems.
Launch and Continuous Improvement: Monitor user feedback, metrics, and iterate for ongoing improvement.
User Research: Understand user needs through surveys, interviews, and usability testing.
Competitor Analysis: Analyze existing automotive and similar apps for insights and differentiation.
Goals and Objectives: Define app goals aligned with enhancing ownership experience, convenience, and brand loyalty.
User Personas: Create detailed user personas based on research data for targeted design.
Information Architecture: Map app features and create user flow for intuitive navigation.
Wireframing and Prototyping: Develop low-fidelity wireframes and interactive prototypes for testing and feedback.
Visual Design: Design language reflecting BMW's brand identity and consistency.
Usability Testing: Test app functionality and user experience, iterate based on feedback.
Development and Integration: Implement features, ensure seamless integration with BMW systems.
Launch and Continuous Improvement: Monitor user feedback, metrics, and iterate for ongoing improvement.
Solution /
Created a streamlined, visually appealing, and personalized experience.
Streamlined Interface: Clean and intuitive design for easy navigation.
Consistent Visuals: Cohesive and polished look reflecting BMW's brand identity.
Intuitive Navigation: Simplified menus and clear labels for effortless exploration.
Readability and Accessibility: Optimized text for comfortable viewing.
Gesture-Based Interactions: Natural gestures for seamless actions.
Visual Feedback: Subtle animations and cues for responsiveness.
Responsive Layout: Adaptable design for different devices and orientations.
Clear Iconography: Recognizable icons with consistent meaning.
Thoughtful Notifications: Relevant and personalized updates.
Personalization Options: Customizable features for tailored experience.
Streamlined Interface: Clean and intuitive design for easy navigation.
Consistent Visuals: Cohesive and polished look reflecting BMW's brand identity.
Intuitive Navigation: Simplified menus and clear labels for effortless exploration.
Readability and Accessibility: Optimized text for comfortable viewing.
Gesture-Based Interactions: Natural gestures for seamless actions.
Visual Feedback: Subtle animations and cues for responsiveness.
Responsive Layout: Adaptable design for different devices and orientations.
Clear Iconography: Recognizable icons with consistent meaning.
Thoughtful Notifications: Relevant and personalized updates.
Personalization Options: Customizable features for tailored experience.
