BMcar
Feel, choose and drive
How digital is transforming mobility and car buying experience
The auto industry is in a stage of transformation. The way we buy cars is changing.
About a year ago, one of the largest BMW and Mini dealers in Portugal — BMcar — contacts us to help them build a new digital vehicle platform that would redefine the car buying experience in Portugal.
Output
Website, illustrations and video
Services
Strategy, art direction, branding, digital product design, digital product development, SEO, Copywriting.
The launcher
Read article hereWe
want
to
help
people
find
their
dream
car
according
to
their
monthly
budget.
We
want
people
to
choose
their
financing,
their
vehicle,
and
to
finish
the
entire
purchase
process
digitally.
All
of
this
in
a
single
online
platform
that
can
adjust
to
the
needs
of
each
client.
Regardless
of
where
you
are.
And
we
want
you
to
be
the
ones
to
build
that
platform.
From
scratch.
José Senra
Digital Inovation at BMcar
Discovery stage - the MVP
Workshops with Product team and Business Team
01
Alignment and workshops
Business Collaboration
Defining the MVP is one of the hardest things when we tackle this kind of project. We need to have alignment between all teams and departments. Business, UX, and Architecture are key players at this stage to define what to build and for whom.
Alongside Impacting Digital, we developed several workshop sessions to get to the product definition. At this stage, we have already prototyped ideas to test our assumptions.
Alongside Impacting Digital, we developed several workshop sessions to get to the product definition. At this stage, we have already prototyped ideas to test our assumptions.
Over time, we are continuously improving our flows after we assess the live data.
02
Design and ideation
Focus on quick wins
When we are talking of auto portals, the challenge is always price vs the car image. For us, and because we understand the design and brand appeal of MINI and BMW, our goal was to embrace the look and feel and let the brand appeal breath across the distinct website components.
With so much information about pricing and financing, we decided to use some of the Google design material system standards.
Over time, we are continuously improving our flows after we assess the live data.
Consistency across the board
It was fundamental to have consistency across all the interaction points to keep the users' trust while making complex decisions such as buying a car and analyzing different financing options. Across the entire digital vehicle platform, we also built step-by-step guides and adjust credit options.
Challenges: Human customer experience & giving control to the user
By relying on data analysis, we offered the users the control of the financing/buying experience all across the page - from discovery to checkout - and the possibility of adapting theirs needs at any time.
The product is always evolving at Bmcar.pt.
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