Driving lead generation across BMWs product portfolio
Challenge
BMWs digital team recognised a need for design leadership to support a fragmented ecosystem which struggled to balance competing business priorities with retaining a premium, branded experience.
Working with finance, marketing, product, global stakeholders AND a complex relationship with the dealership network — we aimed to increase lead generation and conversion across multiple digital touch-points.
Solutions
Through this engagement I worked on multiple products to support different arms of the business and their unique challenges. Each of these required a strong design and strategy influence to support the digital team in unlocking budget and adding value.
BMW Online Shop (SMOSS)
UX review, testing and roadmap of uplift recommendations.
Driver Experiences booking platform
End to end product design, delivery and evolution.
Dealership digital spec' tablet
Design support and evolution.
Client
BMW Australia
Role
Product Design Lead
Impact
Design Leadership
Multi-product Evolution
Product Strategy
Highlights from my design process
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Understanding current state
Immersion in business and analytics
Building context quickly
As with all consultancy work, it's important to jump in and get up to speed quickly. This stage of listening and learning is so important to frame the problems we face and what areas to focus on. Below I split this listening process into three spaces:
The business
I carried out workshops with 6 business functions including digital, sales, dealers, marketing, product and finance.
The audience
Combining notes from our workshops and existing global audience material, I formed a localised audience definition to anchor our decisions to.
The data
Following the digital teams analytics insights, I interrogated the supplied data for any further signals.
Untangling the ecosystem
I learnt from our workshops with the different business functions that conflicting priorities, politics and opinions left improvements at a stalemate.
This resulted in a disconnected ecosystem, siloed to product owners diverging on different paths — but with that, a shared understanding that with structured thinking and decisions based on data can steer BMW back on track.
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