Driving lead generation through BMWs online shop

Work

Launched 2023

Client

BMW Australia

Team

Delivery Lead

Design Director

Product Design Lead

Client Partner

Duration

2 month

Impact

Ecosystem UX uplift

Increased lead generation

Big picture

BMW Australia's digital team lacked agile, local design support to help optimise their online shop's performance.

What's the problem?

Problem space

BMW's digital ecosystem was disconnected and siloed, with multiple product owners managing multiple sites and features — all with different priorities.

This echoed through the user experience, with confusing user flows and competing calls to action, leaving lead generation and conversion points to suffer.

Big picture

The Transport Accident Commission (TAC) is a government agency with the ambitious vision of eliminating all road deaths and serious injuries in Victoria, Australia by 2050.

End to end feature design

Diagnosing pain points, exploring solutions and pressure testing their performance to launch features with confidence.

Look

Immersion, research

Immersion, research

Think

Ideation, approaches

Ideation, approaches

Test

Plan, pressure testing

Plan, pressure testing

Launch

Design, implemention

Design, implemention

Measuring success

Success for this project means uplifting the user experience to drive key conversion events.

Key conversion events

Drive an increase in deposits, test drives, finance requests and dealership enquiries.

Reduce shop drop-off

Alleviating drop-off rates at within the shop ecosystem.