Driving Innovation: Redesigning BMW New Car Locator for a Seamless User Experience
An iteration of BMW’s dedicated microsite was designed to enable users to seamlessly search, reserve, and purchase a BMW vehicle from a selection of brand-new, ready-to-drive cars.
Redesigning Under Constraints
The NCL has been live for over three years and has undergone iterative improvements to enhance its performance. BMW Group’s objective of the iteration is:
Optimize the user experience on the initial search page, making it faster and easier for users to access search results while driving a higher proportion of visits to vehicle search pages.
One of the main challenges was redesigning BMW’s UI component library, as none was provided at the start of the project. Additionally, the lack of access to further testing meant that many design decisions were made before my involvement. To gather relevant insights for the New Car Locator homepage, we conducted user surveys via TryMyUI, which provided valuable feedback to guide the design process.
I collaborated with the design director and product owner on BMW’s NCL redesign, focusing on key deliverables to enhance the user experience:
Comprehensive UX Wireframes:
Mapped out the new initial search journey for both BMW and MINI brands.
Designed for desktop (1366px x 768px), tablet (768px x 1024px), and mobile (375px x 812px, iPhone X) viewports.
Interactive Prototypes:
Delivered clickable prototypes showcasing the BMW search journey across all viewports to ensure a seamless, responsive design.
Delivering Measurable Outcomes
Redesigned the UI of BMW’s NCL page, achieving 3,234,932 page views and 526,000 unique user visits in the past 12 months.
Previous iteration of BMW NCL microsite
Current iteration of BMW NCL microsite
Reflecting on a Rewarding Experience
This was one of my favourite projects to work on. Collaborating with a brand as iconic as BMW, with its rich history, was an incredible experience. It was rewarding to enhance their digital presence and create meaningful value for their audience.
© Kenem White