BMW
Test drive
2023
The new Test drive app for BMW
Concept
App Design
UI Design
Guidelines
Interaction
Prototyping
BMW
Web Design Global
Credits
Creative Direction Jennifer Lunkeit
Senior UX Design Karen Rothweiler
Senior UI Design Naiara Odriozola
Agency Plan.Net
BMW’s footprint is huge — reconfirming its position as the world’s leading premium automotive company — the automotive mammoth needed to modernize and transform their business.
Plan.Net was brought in to unify the entire multi-channel ecosystem of digital touchpoints for all the markets, including their website, to show off the amazing work of its design and engineering teams. We helped BMW launch their new Fusion Design System as well as their new website and my BMW app
I collaborated with Plan.Net in the visual design of the new BMW Homepage and the my BMW Test drive app. The new experience led to greater efficiency, richer engagements, and incremental revenue.
The Test drive experience
Bringing BMW into the “now”
Our first challenge — creating the visual design, motion design and prototyping of the new BMW Test Drive feature. It would also mean that we needed to implement for first time the new Fusion Design System as well as improvements and addons to the guidelines.
We established a new flexible visual template that increases engagement and clarity for customers, and efficiency and control for franchise owners — scaling across all locations. Now people can easily plan their visits, schedule test drives and explore the cars at their own speed.
The user interface
One Ring to rule them all
Once we’d identified effective solutions to the challenges, we drafted a new visual design for the customer journey detailed in animations and prototypes, which helped ensure all parties were aligned on the plan.
To address the challenge of keeping consistent design across all of the different touchpoints, we helped BMW implement their new BMW design system. Not only it was the first product using it, but it also meant that some new guidelines needed to be added to the existing ones. The Fusion design system is treated as a product that will never stop evolving, while simultaneously keeping the brand universally aligned.
Together with the UI design the elegant motion design creates calm transitions that mirror the BMW brand experience.
BMW Sustainability Lab
UX/UI for interactive Sustainability modules
Sustainable Economy is BMW's mission – and it means experiment, action and collaboration. The BMW SUSTAINABILITY LAB invites users to take the journey with us to shape the future, because it’s about the joy of common discovering of new sustainable car models and features. The lab consists on a set of user tests where the users can guive feedback about new sustainability interactive modules that will be implemented on the website. I was the client counterpart for designing and prototyping at BMW research sustainability lab.
BMW Guidelines
UX/UI for the Fusion Design Guidelines
I was also responsible to assist the creative director in the design of the BMW Homepage as well as Guideline creation and development. To wrap up the identity package, we enhanced the existing content guidelines and templates adding new sections with examples. As a result, the brand develops a more refined and intentional visual style that increases on its existing recognition while also expanding its reach and potential for growth.
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