BMW corporate strategic direction had changed to a more premium market segment. The website needed improving to appeal to the new audience. Rival car brands such Jaguar, Lexus and Mercedes had much more contemporary websites.
The problem statement was identified and business assumptions, user assumptions, personas and user journeys detailed out. We worked in small teams iterating the mobile first workflow and screen design to achieve the objective of creating an upmarket experience for users of the BMW mobile responsive website.
We sketched out journeys in Balsamiq and tested them against the in-house team and the BMW sales team, before creating hi-fi wire frames and UI designs in line with the BMW guidelines.
We then created an interactive prototype using Photoshop and In-vision. This was then user tested on a sample of users. Feedback was collated and the user flows and screen designs further improved before further testing.
After user testing, the prototype was designed and built ready for soft launch.