BMW of North America's website has been a project of mine since 2007. I have overseen the UX design for nearly every part of the site in my various roles and KBS+ / Spies & Assassins. It has grown from a rudimentary 'brochure-ware' website to be a full featured digital platform that is responsible for driving a significant percentage of BMW American sales. I am only showing the tip of the iceberg here, but feel free to reach out to findout more.
The BMWUSA Homepage
The new BMWUSA homepage employs a radically simplified navigation, improved homepage product content, and clear Calls-to-Action. It is a radical departure from previous BMW digital designs, and established a new approach leveraging long scrolling pages to tell a complete brand story.
The Redesigned BMWUSA Navigation
For the completely redesigned BMWUSA website, one of the biggest challenges was the navigation. The old site nav was burdened by displaying over 100 models, (BMW North America was describing every trim line as a separate model,) a hold over from when BMW was a sports car enthusiast brand in the USA. This was confusing for the user, as well as not aligned with how the competition or even BMW in other parts of the world categorized their vehicles. We successfully convinced the client to present the different styles of BMWs using the same taxonomy as how the customer base thought of it.
BMW Vehicle Page
The redesigned vehicle pages are designed to tell a story to the user as they scroll. Taking them from the emotional to the technical as they travel down the page its objective is to prime them for contacting a dealer.
BMWUSA Homepage 2008-2014
The previous version of BMWUSA supported the growing brand for 7 years, and was able to accommodate up to a point a growing product inventory, changing car buyer habits, and new technologies. In 2013 it was finally decided to retire it, and develop from the ground up a new more stremalined experience.
One Gallon Diesel Drive
This experience site used images pulled from Google Street view to give the user the experience of driving 45 miles on some of Americas best highways- the distance they can travel on a single gallon of fuel in a BMW Diesel vehicle.
Z4 Expression of Joy
For the launch of the the All New BMW Z4 Roadster in 2009, we created an interative experience to accompany the launch campaign: the creation of a unique painting by Robin Rhode using the car as his paintbrush.
The new BMW Z4: Explore an expression of joy
For the launch of BMW's all electric vehicles, my team worked for over 3 years on a variety of projects, ranging from a self-evaluation app, to data visualizations, to finally product information as we waited until the launch of the vehicles in 2014.
In the early days of the program the site was designed to spotlight a BMW documentary interviewing futurists and visonaries about the future of mobiliy. The video player was designed to allow viewers to stop the video and start a conversation thread tied to any point in the video, to discuss the ideas and issues being raised.
The core of the campaign was a site where visitors can see how the 750 'Electronauts' in the pilot program were doing. The site provide anonymitized data visualizations based on the 750 vehicles onboard telematics.
The BMW i Window into the near future is an award winning digital experiance developed to support the BMW i models
BMW ActivateTheFuture - Chapter 1: THE NEW CITY
BMW ActivateTheFuture - Chapter 4: LOVE THE FUTURE
BMW Documentaries - "Wherever You Want To Go: Reinventing Mobility"
BMW i EVolve app
The app was a self-evaluation app to counter "Range Anxiety" among prospective customers (Finalist for the UX awards). It used your phone's GPS to track you movements during the day, identifying the times you were traveling in a vehicle, and let you manage a virtual 'electric car' to show you if an electric vehicle suited your lifestyle.
To support the launch of Jay Z's scent Gold, we created an website tied to a 24 hour online contest where his fans searched through a stream of gold images looking for clues (or "Klues") related to his biggest hits. Those that got all 18 correct were in the running to win an 18k gold bottle. The site was tied to an interactive digital window that turned Macy's shoppers into liquid gold over Black Friday weekend.
The Jay Z Gold Window
The Jay Z Gold window was a storefront display for Macy's supporting the launch of Jay Z's fragrance 'Gold'. It used body tracking and advanced rendering to turn passerbies into liquid gold.
PUMA came to our team wanting a revamped shoe customization site. Their old flash-based site was bewilderingly called PUMA Mongolian BBQ, was dated, confusing, slow, and was too difficult to manage. We designed a flexible site from the ground up.
Since we were able to approach it as a platform solution, designing the PUMA Factory OMS allowed each show configuration to be a unique digital object that could exist in the system and have a life of its own. The addition of a User creation gallery was able to drive awareness and gave the customer the ability to create exactly the show they wanted, and more importantly share and show off their creations via social media.
PUMA Factory OMS
A seperate but related project for PUMA was building out a backend system called the OMS (or Order management System) to manage the custom shoe orders for PUMA Factory and guide it through their overseas fabrication & fulfillment processes. (This may not be as sexy as the customer facing site, but it contained a variety of great chunky problems to solve.)