Mobile Customizer
BMW & MINI/iOS App
BMW and MINI dealerships have previously used a desktop-only web app to walk customers through the custom order process, but were notably limited without a mobile version of this application. Associates needed the ability to browse, configure, and preview vehicles with the customer, directly from the showroom floor.
My role was to create the overall layout and navigation of the UX, and style the UI to fit iOS but still feel like a BMW app.
Our team reimagined and rebuilt the entire application. A brand new user flow with modern UI paved the way for new features to support dealerships across the world.
Challenge
The Mobile Customizer app had a variety of features and data that needed rethinking. It lacked a clean path for the user to move through the screens and begin customizing.
Each market has the option to describe their vehicles and features individually, meaning we had a lof of unique data to work around. A vehicle title could be as short as two words— or it could be two sentences. Features as well could be tricky, since only some had thumbnails, while some had additional sub-features. These inconsistencies were across the board, and gave us lots of “unhappy paths” to account for.
Beyond that, we needed to structure the navigation to handle new features over the next few years so we weren't painted into a corner.
Solution
We worked through a variety of layouts, ultimately deciding on a tab bar navigation to give us future flexibility. This allowed each item in the tab bar to focus on one segment of the sales process, with all eventually leading to the vehicle customization screen.
Organizing the features into the right UX pattern was the keystone element for this application. Once we had that locked in, we could layer additional features onto the customization screen knowing that the user had a consistent way to arrive there.
Let's Talk
I'm interested in creating digital products in spaces like personal finance, health, learning, and reading. Additionally, working on tools that enable people to make better things is appealing to me. If you think I'd be a fit for your project or team, I'd love to talk with you.