BMW ONLINE CUSTOMER PORTAL
How do you restructure a customer portal that has grown organically over years?
Challenge.
The BMW Customer Portal has grown over years. The structure didn’t keep up. Navigation was not user-friendly and further development became more complex.
The task had three layers. Reset the foundation. Optimize existing areas. And integrate new e-commerce features.
Approach: Information Architecture.
The work started with a structured analysis. Benchmarking against comparable portals and a white-spot analysis from a customer experience perspective showed where the portal stands and where potential remains untapped.
On that basis, a new information architecture took shape. Clear navigation. A structure that creates orientation and scales with the portal.
Approach: Integration of New Features.
In parallel, core areas of the portal were reworked and sharpened. User flows and wireframes set the foundation. Prototypes made the concepts testable and were validated with users in Uselabs.
Insights fed directly back into the concepts. This led to UI mockups ready for development. Extended with e-commerce features such as an improved wishlist, connecting digital configuration with personal consultation at the dealership or by phone.
Our role.
- Benchmarking and white-spot analysis
- New information architecture: development of a scalable portal structure
- User flows and wireframes for key areas
- E-commerce UX and feature design
- Testable prototypes to support Uselabs and enable validated decisions
- UI mockups ready for development
Outcome.
- New information architecture with a clear navigation structure
- E-commerce UX: optimized wishlist connecting digital vehicle configuration with personal consultation
- Validated wireframes and UI mockups for key areas
- Testable prototypes for Uselabs
- Benchmark and white-spot insights as a foundation for further portal development
Our services.
CONTACT
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