I worked with FCB/SIX on this exciting project as the UX Lead, which involved in creating a new experience for BMW's current and new customers. The goal was to create an onboarding experience for customers after purchasing a new vehicle to receive a digital welcome kit that is also personalized based on their purchase.
As a team of designers, developers and creatives, we created a usable and personalized web experience for BMW customers.
As this project was on a very tight deadline, I had to rely on past insights from market research to understand customer purchase behaviour and preferences for luxury vehicles. Once I had an understanding of the basis of the customer journey to an extent from these insights along with the idea, which I assume would be validated further after going live, I fleshed out the customer journey to ensure that the team and client understand what exactly we're building from a user perspective. I also conducted competitive research for inspiration and things to avoid, while I was collaboratively working with the creative team on creating concepts for the responsive website.
I also proposed the information architecture to the client which they approved along with the customer journey, as our guide to creating the concepts fluidly. The approach to design was iterative and I used InVision for prototyping the concepts for quick feedback.
I worked closely with the art director on designing concepts for this new digital experience. We made a couple of variations, one with more sophfisticated functionality in regards to viewing the inside of a car and the other was more simple. I annotated the functional specifications once the client decided on which concept they would rather move forward with.
We had weekly meetings to discuss any updates on requirements, approvals, and blockers which we had a few due to lack of resources and assets. This did, unfortunately, result in pausing the development of this version of the project for a while. However, in the end, I ended up handing over the design specifications to the team and developers with this version still in development.
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