BMW Loyalty Programe

Background

BMW Group aimed to develop an app to enhance the car purchasing experience and provide long-term services after purchase, including after-sales support.

The app was designed specifically for BMW owners, reflecting the premium experience of the BMW ecosystem. Key brand differentiators — futuristic, innovative, premium, and responsible — guided the overall tone, activities, and user experience of the loyalty programme.

Another important factor was delivering a state-of-the-art mobile experience tailored to the Chinese market. The app merges both Western and Chinese design influences to create a seamless and comprehensive user experience.

Tutorial Pages

On the tutorial page, most of the main functions are introduced to users. They can easily access customer service at any time and ask questions whenever needed. Through the iDrive button, users can quickly navigate to the most frequently used content as a shortcut.

UX Part

We have made quality our habit. It’s not something that we just strive for – we live by this principle every day.

Research

We work closely with our research supplier and consaltents.

Users often lack an efficient way to reach customer service, relying on Google searches to find phone numbers or spending time navigating lengthy contact processes.

Information from dealers is frequently scattered across emails and SMS messages, making it inconvenient for users to access and review.

Additionally, users do not always have the time to visit dealerships in person for after-sales services.

After analyzing different user needs, we explored several solutions to address the challenge of providing timely customer service. These included setting up 24/7 support and AI voice assistance. However, since AI voice currently offers only limited and basic services, we focused on providing real human customer service during office hours to ensure users receive timely and reliable support.

As BMW is a luxury brand, exceptional customer service is a core expectation and a key pain point for users. Recognizing this, we collaborated closely with BMW to confirm that manual, human-led support could be implemented, making it a central component of the project.

Learning

Ideate

Wireframe

Customer Service: The Home Screen allows users to chat with a BMW customer service agent at any time.
Quick Access: This button serves as a shortcut to frequently used features, offering convenient access under a single control.
Dashboard: A page that provides a summary of the user's membership status and current reward points.
Partnership Benefits: A section showcasing all available partner offers. Users can view voucher details and redeem offers directly.

4 Main Feature

The Home Screen allow user to chat with a customer service agent from BMW, anytime.

A page where yo find a summary of user’s membership status and current status points.

The button is a shortcut to the most used content under a single control, for convenient use.

All offers for user’s benefits. User can access the voucher detail page and get the offers.

Chat page

Membership Dashboard

Main Button

Offer & Benefits

Site Map

UI Part

After user research and ideation through wireframing, we began thinking about the UI design, which was also a major challenge for us.

Challenge

The main challenge was that the client had very precise and strict requirements regarding how the app interface should look. At the same time, we wanted users to feel familiar and comfortable with the experience, so we decided to incorporate automotive elements into the design. This approach helped us establish a visual language that resonates with users.

For example, we used a car dashboard as a central visual element. The dashboard represents membership level progression through different activities and serves as the focal point of the entire interface.