Charlie TANG
BMW Concessionaires App
BMW want to do a digital transformation to reinforce BMW owners’ loyalty, inducing demands for the potential prospects and thereby, achieving revenue generation in application to create a fruitful journey.
We design the one-stop solution experience for the user, and the design will be applied in Hong Kong and Macau.
Overview
Project
BMW App Design
My Role
UI/UX Designer
Scope
Design Thinking Workshop, Flow, Wireframe, UI
Timeline
MVP1 Feb 2020 - Sep 2020
MVP2 Oct 2020 - Feb 2021
BMW don’t have existing app only website without loyalty element and so many pain point in existing flow Main Pain Point as below:
​
- Car/Account Management only available offline

User need to call BMW customer service hotline or visit their store to manage the car like warranty, service booking and check/use the loyalty point.
- Online Shop system is not complete

Existing website don’t have payment gateway and order records. User need to pay offline
​
- No 24 hours customer service hotline
If
User have problem in the non office hour, can't find help
- Existing method can’t engage user

User only see the promotion in the social media and website. Didn’t have the complete flow to the user.
Problem
Design Thinking Workshop
Approach: co-create with BMW
Participants: different BU from BMW
Step 1 - Empathise
Empath Map
- Drop down and review behaviours from
a segment of users.
​
Behaviour Study
- Find out the reason and motivation of
the behaviour
Step 2 - Define
Point of View (POV) and Problem Identification
- Define the problem we want to explore and ideate in a goal-oriented manner
Step 3 - Ideate
Come up with ideas and prioritise
- Define part is difficult for the participants, need more instruction and example to them
- Some participants may not engage in the discussion
- Time control for each section , participants are difficult to concentrate if too long
- Ice breaking is important, need to let them warm up to draw and write
Reflection
We analyse the finding to our product feature/function and classified the feature in 3 categories.
Key Findings
Personalization
1. Account Management & Car Owner Info
2. BMW Loyalty
3. Service Booking
4. Service History Recall
5. Repair Status / Repair Quotation
6. Post Delivery Survey
7. Owner Tips & Ownership Journey
8. Prestige Membership
9. Document Retrieval
10. Push Notification
11. Extended Warranty
Differentiation & Engagement
1. BMW Info
2. Newsroom & Promotion
3. E-showroom
4. BMW Social Media
5. Test Drive Booking
6. Lifestyle Online Store
Other Key Topics
1. Chatbot
2. Data Analysis
3. Insurance
4. Finance
Revamped User Journey
Promotion (Sales)
Service Booking
Current
Send an enquiry email to request for a date Contact customer service for service booking (50% of call in 2019 are for service booking) Service Booking
Current
Engage with customer by mail / email
Future
- Push notification for broadcast message
- Send personalised message(discount) based on user profile
Future
- Enjoy instant service booking
- Sync with the phone calendar
Repair Service
User Guide
Current
Read the user guide page by page Contact customer service for extra support (Top 10 phone enquiries -Technical Enquiry)
Current
Status report is done through calling (Top 10 phone enquiries - service appointment $ repair status)
Future
- Real time update on car status
Future
- Push relevant user guide / tips based on driving experience
- Real time chatbot support
Style Guide
UI Design
For the user experience we are using user-centered design, advanced personalisation and motional design. For the UI fonts & color is following BMW brand guideline, Simplicity and clear Visual Hierarchy.
- Discover BMW Events and MINI happenings while never missing an appointment with us
- 24-hour Shop Online for BMW/MINI lifestyle products and maintenance packages
- Instant Service Booking for repair and maintenance
- Anytime ready on call with BMW Roadside Assistance - Explore BMW/ MINI vehicles and catalogues
First-ever in HK One-Stop Car Brand Experience with BMW & MINI HK
- Manage and use BMW Point
- Enjoy Everything BMW/MINI in ONE App:
Manage your cars, book a service, and shopping all in one single platform