BMW
Test drive

2023
The new Test drive app for BMW

App Design
UI Design
Guidelines
Interaction
Prototyping
Design System

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 visual design
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.

The Design System
Modernising the experience

The new Fusion design system created a shared design language at BMW, offering a library of reusable components. This made work easier for designers and developers, cutting down on custom builds, speeding up production, and ensuring consistency across the platform. In the test drive team, my role was to implement Fusion for the first time in BMW and design new components as needed.

Personalised experience
Overview Pages to see my booked test drives

My BMW Test Drive app allows customers to track their booked test drives. The new version includes added functionality, such as viewing appointment details and the ability to edit or cancel appointments.

BMW Sustainability Lab
UX/UI for interactive Sustainability modules

With its new communication and experience platform “RE:BMW Circular Lab”, the BMW Group is now taking the next step forward in its sustainability campaign. The 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. It 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

Working closely with BMW's Creative Director, we developed a comprehensive brand guideline document, a component library, and a detailed handoff package for the engineering team. To complete the identity package, we expanded the existing content guidelines and templates with new sections and examples. This gave the brand a more polished and intentional visual style, strengthening brand recognition while enhancing its reach and growth potential.