BMW App
Get to know how we designed BMW’s official app.
Research, ideation and strategic design for a world
class brand.
Inchcape: BMW
Inchcape Latam BMW faced the need to design an app that offers an excellent experience starting at its “after sales” stage, which begins at the moment a person becomes a BMW customer. The project had 3 main goals: to evolve the post-sales experience, to retain its current customers, and to increase Customer Lifetime Value.
Seek team
- Director
- Project Lead
- UX Researcher
- UX Designer
- UI Designer
Duration
- 5 months
Disciplines
- UX Strategy & Research
- UX Design
- UI Design
- Product Design
- User Testing
Outcome
- App Design:
- iOS & Android
- Design System
Human Centered Design
When people are the heart of your research, ideation, design, and iteration process, results that exceed expectations are obtained. The human-centered design approach puts people at the core of decision-making. We carried out in-depth research using various actions and dynamics that allowed us to gather qualitative and quantitative information in order to understand users’ behavior, mental and emotional models, the vision, sustainability, and scalability of the business, and finally the technological feasibility.
What did the project involve?
We carried out research that sought to deeply understand 3 fronts: customers, business, and digital platforms. Then we moved on to an ideation stage, defining a prioritization matrix of initiatives, that led to the final design of the end-to-end experience of the BMW Peru app.
Understanding the vision and business goals
We carried out various strategic activities with the most important and relevant stakeholders for the project.
We delve deeper into their vision, goals, requirements and current pain points. We included top management, as well as commercial, marketing, operations, and customer service teams.
2. Deep dive: what BMW customers don’t see
We interviewed:
Executive and Management team
Customer Experience Team
Service Advisors and Service operators
3. We analyzed what customer’s experience during a visit.
Goal:
Live the BMW customer experience before, during and after a
maintenance service.
Method
Mistery shopper
4. Deep dive to understand the daily life of a BMW customer.
1. We identified and defined user profiles, creating user personas of extreme users. Simultaneously, we created Jobs to be done for each type of user.
2. We analyzed past market studies and other important documentation provided by BMW.
3. We interviewed more than 40 BMW users. We also carried out design thinking sessions that allowed us to understand the mental model and behavior patterns.
Value proposition, product
roadmap and project scope.
After conducting a deep research to understand BMW’s business, technological ecosystem,
market, competitors, and end users, we converged on the idea that the solution was to create
an application that acted as the primary digital point of contact between the brand and its customers.
Finding the right answers.
After defining the value proposition, we entered an ideation stage, where our multidisciplinary team collaborated to build on the identified opportunities and find solutions to the most important pain points of the business and its customers.
Strategic prioritization.
This led to the construction of a prioritization matrix, conducting an analysis of: value for the business, technological feasibility, value for the user, and required operational efforts.
We worked aligning the design with BMW’s brand guidelines, and the results were the following:
