As a UX consultant, I assisted the BMW Technology Group with strategic planning around machine learning and personal mobility, by introducing a content strategy for the ConnectedDrive App (now My BMW). The content strategy was an objective perspective on how content can be organized/displayed to improve the user experience and increase adoption.
Before diving in, my immediate task was to immerse myself in the brand and to gain a better understanding of the app’s utility—I did so by reviewing the existing design while thoroughly assessing the app, using it both as a unique and repeat user, identifying redundancies and opportunities.
Before diving in, my immediate task was to immerse myself in the brand and to gain a better understanding of the app’s utility—I did so by reviewing the existing design while thoroughly assessing the app, using it both as a unique and repeat user, identifying redundancies and opportunities.
I then performed a high-level content audit, detailing each screen’s contents, documenting their respective purpose(s) with low fidelity wireframes.
I then sorted and grouped the content items into (4) buckets, a categorization exercise that would explicitly determine how content items are housed and how they’re displayed. In preparation for a presentation to the leadership team, I created mid fidelity wireframes to illustrate this emerging communication system, and to explain my POV that content cards were key to user engagement; moreover, that the business needed to rethink the requirements around what content truly merits a card.
A truncated display of data points/sets. It is a gateway, a point of entry, taking the user to a full screen so that they may perform complex tasks.
Helping the team to curb their propensity of card overuse, I established parameters that enable purposeful and judicious application, thereby freeing up valuable screen space and solving a constant product team conundrum.
A place to house content that is actionable. A UI element, used specifically to surface important information, meant to be flexible and dynamic to accommodate multiple content types.
SIMPLE...
A place to house content that doesn’t have any associated actions. A UI element used arbitrarily as a visual treatment or a rigid container to house static content with no variability.
COMPLEX...
Additionally, I proposed (4) card category types and defined the intended functionality, respective variants, suggested location(s) within the app, and any associated actions.
Instructs users how to use the app, conveying complex concepts and instructions in a simple, digestible format.
Displays time-sensitive information. There’s a sense of urgency to the content, requiring the users’ immediate attention.
Provides educational, instructional, and illuminating details directly related to the management of the vehicle and variables that could impact and/or enhance mobility.
Displays all the details of the user’s location/trip at each stage. Relevant data is dynamically integrated (parking, traffic, predicted arrival/departure, scheduled time, shared, etc.).
Having established the content strategy, I wanted to illustrate how it could be realized in an actual scenario—specifically how surfacing the right content, at the right time, in the right context provides an enriched user experience that could potentially evolve the app into an essential product with consistent and sustained usage. I did this by creating a user journey around a fictional user (Jordan) who uses the app to facilitate the travel logistics for an out-of-state interview.
The final step was to provide visual inspiration for the UI team to leverage as they ideated around a future redesign, seen below.
The home screen display is based on the type of user. New users see on-boarding and general marketing modules, returning users with an account would see modules based on their behavior in previous sessions.
Building upon the current remote functionality, I suggested a new 3D vehicle alerts feature, wherein, hot spots indicate an issue. On tap, a 360° view of the affected area displays with a description and a choice for the driver to self-resolve or take to the dealer.
I suggested overhauling the BMW store to increase browsability, subscriptions and after market sales. Users who’ve identified a make/model are shown vehicle specific products. Likewise, users who've purchased merchandise, are shown related products of interest.
The home screen display is based on the type of user. New users see on-boarding and general marketing modules, returning users with an account would see modules based on their behavior in previous sessions.
Building upon the current remote functionality, I suggested a new 3D vehicle alerts feature, wherein, hot spots indicate an issue. On tap, a 360° view of the affected area displays with a description and a choice for the driver to self-resolve or take to the dealer.
I suggested overhauling the BMW store to increase browsability, subscriptions and after market sales. Users who’ve identified a make/model are shown vehicle specific products. Likewise, users who've purchased merchandise, are shown related products of interest.
