OUR ROLE

Led research, sketches, wireframes, prototypes, interaction design, visual design, and branding. Actively participated in workshops, shaping strategy and execution throughout the process.

CONCEPTS & IDEATION

Developed high-fidelity mockups, concept strategies, and ideation workshops. Created brand and creative strategy documentation.

STRATEGY & NEW VISION

Led ideation, art direction, and strategic initiatives for BMW. Redefined communication standards, elevating the brand with a bold new interactive experience.

UX PROCESS, WIREFRAMING

Conducted UX research, contextual interviews, and persona development. Defined wireframing direction and ensured design validation through rigorous user testing.

FLOW DIAGRAMS

Identified core user objectives through interviews, crafting flow and exception diagrams optimised for platform needs.

UI DESIGN EXECUTION

Led the UI design process, managing all key deliverables and client presentations while ensuring a cohesive visual experience.

CHOOSE YOUR BMW

BMW Finance web app: car selection grid showing BMW models filtered by monthly budget

THE CHALLENGE

EMOTIONAL DESIGN – CREATING AN ENGAGING BMW PURCHASING EXPERIENCE

Design should evoke emotion.
By leveraging human instincts, the experience was crafted to captivate users and enhance their connection with the BMW brand.

FINANCE CALCULATOR

BMW Finance web app: configuration screen with an orange BMW X1 selected and finance sliders

BMW Finance web app: contact and financial details form with side-by-side finance comparison

KEY FEATURES, Emotional design

The design focused on fostering engagement and emotional connections through key elements:

TRUSTWORTHY DESIGN

Critical financial details were presented upfront, eliminating hidden clauses and unnecessary complexity. Simplified forms reduced friction, increasing conversions.

IMPACTFUL IMAGERY

Strong visuals reinforced emotional appeal, driving user engagement and purchasing decisions.

KEEPING THE DREAM ALIVE

Users visualised their car throughout the journey, enhancing emotional investment.

Design hierarchy of needs pyramid: functional, reliable, usable, proficient and pleasurable

DEVELOPING THE UX PROCESS

Beyond functionality, the goal was to create an immersive experience that sustained user interest.

ALIGNING STRATEGY WITH BUSINESS GOALS
Stakeholder workshops uncovered challenges, aligned expectations, and shaped a strategic vision that differentiated the website in a competitive market.

COLLABORATIVE DESIGN THINKING
A lean approach—rapid sketching, prototyping, and user feedback—ensured efficiency, early alignment, and a seamless creative process.

BUILDING TRUST THROUGH TRANSPARENCY

The principle to involve clients in decision making.

Client collaboration was prioritised, fostering trust through open communication and shared decision-making. This strengthened relationships and ensured long-term value beyond the project phase.

WORKSHOPS, PROCESS, USER JOURNEYS, MOOD BOARDS, ETC.

Handwritten design principles for the BMW experience: future proof, easy and clear, peace of mind, self service

Stakeholder workshop in progress, with the Idea Factory framework mapped out on the wall

Wall of printed wireframes and sticky notes from the BMW project workshop

Design team reviewing BMW concepts at a workshop table with reference boards behind

Storyboard sketches mapping the customer journey for the BMW finance experience

Mood board of BMW interface references and car imagery, annotated with sticky notes

Empathy map wireframe used during the BMW Financial Services research phase

Hand-drawn workshop board exploring what customers value when buying a car

WIREFRAMES, RAPID PROTOTYPING, HIGH FIDELITY MOCKUPS AND PROTOTYPES.

Some of the UX steps followed

Wireframes
Visually communicate abstract concepts with users and team members to generate feedback.

Rapid Prototyping
Get users involved early in the design process with quick and inexpensive paper prototypes. Uncover usability issues and validate design decisions based on actual user reactions.

High Fidelity Mockups
Apply product branding, grid structure, typography, color scheme, and icons.

High Fidelity Prototypes
Quickly develop interactive prototypes with tools like Axure. This lets the team easily distribute and observe exactly how well the product will be received before the product gets built.