BMW Loyalty Programme
Client:
Role:
Date:
The programme created from the synergetic efforts from the BMW Group, facilitating an enriched lifestyle beyond driving to consumers.
BMW Group wants to develop an app to increase consumers' car purchase experience and long-term life services after car purchase, including after-sales service.
Create an App for BMW car owners. The level of experience of the consumer gets reflected out of the BMW Group world. The differentiators (futuristic, innovative, premium, responsible) are the main criteria for the tonality, activities and experience of the Loyalty Programme.
Another main factor is the latest state-of-the-art mobile experience in China. Both Western and Chinese worlds are to be merged into the App, giving a complete experience for all.
BMW
UI/UX, Art design
2017
Tutorial pages
In tutorial page, most of the main functions are introduced to the user. The user can easily find customer service agent anytime and ask any questions. Though the idrive button, user could go to the most used content in a shortcut.
UX Parts
Enrich Your Journey.
We have made quality our habit. It’s not something that we just strive for – we live by this principle every day.
1.Second Research: Data from the third company & consulting company
2.Quality Research: Interviews with BMW Car owners, dealers, potential consumers
3.Quantity Research survey, create prepared questions in different stages
Research Method
Keywords summary
Clarice Turner 28
Car: BMW 1
Education: Bachelor
Occupation: Magazine Editor
BMW 1 Series Car owner. She has to experience repeat process when she was trying to use vouchers and benefits.
Brian Moten 43
Car: BMW X5
Education: MBA
Occupation: Financial Advisor
BMW X5 Car owner who needs timely supporting from customer service. He thinks efficient service is the most value thing.
Joyce Gould 36
Car: BMW 3
Education: Master
Occupation: Video creator
A BMW 3 Series Car owner, He could hardly make the decision to upgrade his car thought out various preferential informations.
Target Persona
Users often have no effective way to reach customer service other than a google phone number or have to go through a lengthy search to find a phone number.
Users need to find all kinds of scattered information provided by dealers through email or SMS, which is not convenient to consult.
Users don't always have the time to drive to the dealership for after-sales service.
After analyzing different users, we thought of many countermeasures to solve the problem of not being able to get customer service in time. Such as setting up 24x7 customer service, and AI voice, which only provides limited and simple services because AI voice is not very smooth yet. Real human customer service We set up during office hours to ensure that users can get real service in a timely manner.
As bmw is a luxury brand, customer service is the most important core service, which is also a major pain point that we need to solve in this project. After understanding this pain point, we timely feedback with BMW whether we can provide such manual customer service, and make it one of the core of the whole project.
Learnings
IDEATE
Wireframe
Main Pages
1. Customer service: The Home Screen allow user to chat with a customer service agent from BMW, anytime.
2. Quick Access: The button is a shortcut to the most used content under a single control, for convenient use.
3. Dashboard: A page where yo find a summary of user’s membership status and current status points.
4. Partnership Benefits: All offers for user’s benefits. User can access the voucher detail page and get the offers.
No more than 4
Low- fidelity
Summary - 4 main features
Site map
UI Parts
How to make it looks good?
After user research and idealisation wire-framing, we start to thinking about UI design, which is also a big challenge for us.
The challenge is client had a very precise and strict requirement about the interface of the app should look like?
We want users to feel familiar with this app, so we decided to incorporate car elements into the design. This approach helped us establish a visual language that resonates with our users. For example, we used a car dashboard as a central visual element. The dashboard reflects membership level growth through various activities, serving as the highlight of the entire interface.
Idea
