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As a UX consultant, I assisted the BMW Technology Group with strategic planning around machine learning and personal mobility, by introducing a content strategy for the ConnectedDrive App (now My BMW). The content strategy was an objective perspective on how content can be organized/displayed to improve the user experience and increase adoption.
The ConnectedDrive app suffered from low adoption and limited utility, functioning more as static “brochureware” than a true mobility tool. BMW needed to reimagine it as a daily resource for drivers—supporting trip planning, vehicle management, service, and product purchases—while making the overall experience more intuitive and engaging.
I assessed the app as both a new and repeat user, identifying redundancies and opportunities. A high-level content audit with low-fidelity wireframes documented each screen’s purpose, forming the foundation for the communication system.
I organized content into four categories to define how it should be housed and displayed. To present this framework to leadership, I created mid-fidelity wireframes illustrating the emerging communication system and emphasized that content cards were essential to user engagement. I also recommended rethinking what types of content truly warranted a card to avoid overuse.
A truncated display of data points/sets. It is a gateway, a point of entry, taking the user to a full screen so that they may perform complex tasks.
Helping the team to curb their propensity of card overuse, I established parameters that enable purposeful and judicious application, thereby freeing up valuable screen space and solving a constant product team conundrum.
A place to house content that is actionable. A UI element, used specifically to surface important information, meant to be flexible and dynamic to accommodate multiple content types.
A place to house content that doesn’t have any associated actions. A UI element used arbitrarily as a visual treatment or a rigid container to house static content with no variability.
Additionally, I proposed (4) card category types and defined the intended functionality, respective variants, suggested location(s) within the app, and any associated actions:
Instructs users how to use the app, conveying complex concepts and instructions in a simple, digestible format.
Displays time-sensitive information. There’s a sense of urgency to the content, requiring the users’ immediate attention.
Provides educational, instructional, and illuminating details directly related to the management of the vehicle and variables that could impact and/or enhance mobility.
Displays all the details of the user’s location/trip at each stage. Relevant data is dynamically integrated (parking, traffic, predicted arrival/departure, scheduled time, shared, etc.).
To demonstrate the content strategy in action, I created a user journey showing how surfacing the right content at the right time could enrich the experience and make the app essential. The scenario followed a fictional user, Jordan, using the app to manage travel logistics for an out-of-state interview.
The final step was to provide visual inspiration for the UI team as they explored a future redesign. I created sample screens that showcased how the content strategy and card framework could translate into a modern interface—demonstrating possibilities for personalization, intuitive navigation, and enhanced usability.
The home screen display is based on the type of user. New users see on-boarding and general marketing modules, returning users with an account would see modules based on their behavior in previous sessions.
Building upon the current remote functionality, I suggested a new 3D vehicle alerts feature, wherein, hot spots indicate an issue. On tap, a 360° view of the affected area displays with a description and a choice for the driver to self-resolve or take to the dealer.
I suggested overhauling the BMW store to increase browsability, subscriptions and after market sales. Users who’ve identified a make/model are shown vehicle specific products. Likewise, users who've purchased merchandise, are shown related products of interest.
