THE PROJECT

Utilize an existing platform used by BMW dealers to create a customer facing platform to aggregate the inventory of BMWS all across the U.S market. Analyze customer shopping habits and patterns to create a design that generates leads.

Integrate the BMW BYO experience to create seamless purchase flow from creating a vehicle to finding similar vehicles.

UX ROLE

• Study the automotive purchasing behaviors and trends.

• Audit competitive manufacturer websites for best practices and areas of weakness.

• Determine the pain points in shopping for a vehicle.

• Synthesize business needs and requirements.

• Wireframe interfaces and interactions for a commerce experience.

• Discover the paths of least resistance to submit a lead and streamline the lead submission process.

• Design a cutting edge responsive BMW brand experience.

BMWUSA Navigation Path 

• Understanding where Inventory should exist within the BMWUSA website ecosystem.

• Determining the various entry points into Inventory, from internal navigation and as well as from external links.

• Streamlining the flow from creating a vehicle using the BYO tool and finding similar vehicles after the completion of the build.

BYO to inventory path

• Further analyze a customer's use of the BYO configuration tool.

• Analyze automotive shopping trends and determine the key points of reference when browsing through an inventory.

• Determine the internal and external uses of an inventory service.

• Highlight all the instances a customer would return to the Inventory service.

card design

• Each vehicle would be presented as a card.

• Cards provides great flexibility in responsive design.

• Cards are also easily scannable with bits of information up front.

Card iterations

• Iterations were made to present specific pieces of information.

• Pricing information and the vehicle name has been highlighted.

• Dealer information has been added with an address and phone number.

List View iterations

• In addition to cards, a list view toggle has been made to shift the cards into a horizontal layout.

• Lists provide quick scannability when reading from the top down.

• Lists also aid users when they are reading the vehicles in an ascending or descending manner.

Filters

• A robust filter system has been designed to help users find an exact vehicle or a certain type of vehicle.

• The filter system is built off logic that determines selections based one "and" and "or" statements.

• Conflict messages have also been integrated for when a combination of selections yield no results.