BMW Build Your Own
Concept / Strategy
User testing
Prototyping
Visual / UX
Redesign of BMW’s Build Your Own tool to provide a more effortless way for users to design & configure the BMW of their dreams.
BACKGROUND
Build Your Own lets users bring their dream car to life. By choosing between the myriads of customization options, users picks the color, wheels, trim, upholstery to build their very own BMW on their own computer screens. With more than 60% of site traffic going to Build Your Own, this is by far the most popular feature on bmwusa.com.
Despite the high traffic, the outdated and unintuitive design led to huge drop-off at each step and conversion was abysmal due to lack of clear and relevant next steps.
The team re-designed the entire experience focusing on ease-of-use, personalization, and education. Users are now able to build their BMWs effortlessly, learn about the corresponding pricing and options, and most excitingly, they are able to see real-time matches of their build with the available inventory at their local dealerships, making it easy to bring their dreams cars from their desktop to their driveway.
