BMW

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The tail lights and trunk emblem of an i8 BMW

Connecting the drive

Client: BMW Technology Group

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.

My Role: UX Designer & Strategist

Brand immersion

Gaining perspective

Before diving in, my immediate task was to immerse myself in the brand and to gain a better understanding of the app’s utility—I did so by reviewing the existing design while thoroughly assessing the app, using it both as a unique and repeat user, identifying redundancies and opportunities.

Brand immersion

Gaining perspective

Brand immersion

Gaining perspective

A 10,000 foot view

I then performed a high-level content audit, detailing each screen’s contents, documenting their respective purpose(s) with low fidelity wireframes.

Low-fi wireframe of mobile content placement and annotations

The makings of a system

I then sorted and grouped the content items into (4) buckets, a categorization exercise that would explicitly determine how content items are housed and how they’re displayed. In preparation for a presentation to the leadership team, I created mid fidelity wireframes to illustrate this emerging communication system, and to explain my POV that content cards were key to user engagement; moreover, that the business needed to rethink the requirements around what content truly merits a card.

Screens

A framework containing all UI elements, text, and features— screen content live within and independent of a container.

OS Prompts

Operating system-based communication requiring the user to grant access to the device to use specific features.

Mid-fi wireframe of bottom notification overlay

Overlays

A cover over the screen (full screen or at the bottom) that contains supplemental information or details that are related to the information beneath it.

Cards

A truncated display of data sets, cards are a point of entry, that lead to full screen in which may perform complex tasks.

Let’s talk about cards and what they could mean to BMW

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.

The Strategy

Setting parameters around usage

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.

Card categories

Additionally, I proposed (4) card category types and defined the intended functionality, respective variants, suggested location(s) within the app, and any associated actions.

Welcome 1x Users

Instructs users how to use the app, conveying complex concepts and instructions in a simple, digestible format.

Alerts

Displays time-sensitive information. There’s a sense of urgency to the content, requiring the users’ immediate attention.

information

Provides educational, instructional,  and illuminating details directly related to the management of the vehicle and variables that could impact and/or enhance mobility.

destinations

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.).

Connected Drive app content functional specs

Screenshots: Card content slides from the presentation to the leadership team

Making mobility useful & meaningful

Having established the content strategy, I wanted to illustrate how it could be realized in an actual scenario—specifically how surfacing the right content, at the right time, in the right context provides an enriched user experience that could potentially evolve the app into an essential product with consistent and sustained usage. I did this by creating a user journey around a fictional user (Jordan) who uses the app to facilitate the travel logistics for an out-of-state interview.

Sketches of ConnectedDrive user journey-woman looking at app and on smartwatch

Sketches of ConnectedDrive user journey-woman driving and in front of coffee shop

Bringing it all to life

The final step was to provide visual inspiration for the UI team to leverage as they ideated around a future redesign, seen below.

Smart Home Screen

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.

Mockup of mobile BMW home screen redesign

Mockup of mobile BMW vehicle alerts-remote screen redesign

3D/360° vehicle alerts

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.

Personalized store

I suggested overhauling the BMW store to increase browsability 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.

Mockup of mobile BMW store screen redesign

Bringing it all to life

The final step was to provide visual inspiration for the UI team to leverage as they ideated around a future redesign, seen below.