Overview
At BimmerTech, I spearheaded the UX/UI design strategy for an innovative e-commerce platform specializing in personalized automotive upgrades for BMW, MINI, Rolls-Royce, and Toyota Supra.
My role involved:
✅ Designing intuitive digital experiences tailored to users’ vehicles via VIN-based compatibility checks.
✅ Leading a growing design team, ensuring consistency, scalability, and design excellence.
✅ Building and refining BimmerTech’s Design System, optimizing efficiency across webshops, marketing, and branding.
✅ Launching AlphaOne, BimmerTech’s premium audio brand, with a cohesive user experience and visual identity.
Over the years, I transitioned from an individual contributor to a design leader, managing comprehensive UX/UI strategies, branding, and marketing design.
Challenge
BimmerTech’s core offering required complex product customization, verified through VIN numbers, creating unique UX/UI challenges:
???? Simplifying the purchasing journey – Users needed an intuitive way to check product compatibility before purchasing.
???? Enhancing website navigation & information architecture – A structured flow for product discovery & customization was essential.
???? Optimizing for mobile-first, responsive design – Ensuring seamless interaction across multiple devices.
???? Creating high-impact landing pages – Communicating intricate product details & coding options effectively.
???? Managing a growing design team – Maintaining quality, efficiency, and consistency as the team scaled.
My Role & Contributions
???? User Experience & Interface Design
- Designed three core areas of the platform:
- The Main webshop for comprehensive automotive upgrades.
- The AlphaOne e-commerce experience tailored for premium audio products.
- The BMW Coding webshop featuring user-friendly customization guides.
- Developed detailed wireframes, prototypes, and high-fidelity UI mockups following BimmerTech’s Design System.
- Implemented responsive, mobile-first design principles across all touchpoints.
- Streamlined the checkout experience to reduce friction, enhance trust, and increase conversions.
???? Design System Development & Management
- Established and maintained a scalable Design System, facilitating consistency and efficiency across all products.
- Ensured the system was adaptable to various use cases, including webshops, digital marketing, and printed collateral.
???? Marketing & Branding
- Created engaging marketing materials, including advertising flyers, banners, and promotional visuals.
- Led the branding strategy for AlphaOne, defining its visual identity and digital presence.
- Crafted impactful landing pages simplifying complex product offerings and coding options for users.
???? Leadership & Team Growth
- Initially served as the sole designer responsible for all UX/UI and marketing design materials.
- Successfully built and mentored a talented graphic design team, fostering a collaborative, growth-oriented environment.
- Provided creative direction and oversight to maintain high-quality design outcomes.
Design Process
1. Research & User Insights
???? Conducted UX research to understand user pain points, behaviors, and preferences.
???? Leveraged analytics, heatmaps, and direct customer feedback to drive improvements.
2. Wireframing & Prototyping
✏️ Created low-fidelity wireframes for rapid ideation and validation.
???? Developed interactive prototypes, refining designs through iterative testing.
3. E-Commerce Optimization
???? Designed a seamless VIN-based product selection system, simplifying compatibility checks.
???? Improved product pages, ensuring clear visual hierarchy, structured content, and compelling imagery.
???? Enhanced checkout flows to reduce abandonment rates and increase conversions.
4. Launch & Continuous Iteration
???? Conducted usability testing, refining the UX based on real user insights.
???? Collaborated with development teams, ensuring design fidelity and timely implementation.
Key Design Features & Solutions
???? Personalized VIN-based shopping experience – Simplifies complex product selection.
???? Intuitive & responsive checkout – Streamlined design boosting conversion rates.
???? Scalable Design System – Ensured consistency and efficiency across digital channels.
???? Engaging landing pages – Clearly communicated product benefits & customization options.
???? Mobile-first interfaces – Optimized for seamless multi-device experiences.
Impact & Results
✅ Significantly improved user experience, simplifying personalized automotive purchases and boosting user satisfaction.
✅ Increased conversion rates through streamlined navigation, product pages, and checkout flows.
✅ Successfully launched AlphaOne as a premium audio brand, establishing a distinct market presence and driving brand recognition.
✅ Developed a cohesive and scalable Design System, facilitating ongoing innovation and design efficiency.
✅ Built and led a high-performing design team, resulting in sustained brand consistency, increased productivity, and professional growth.
Final Thoughts
Leading the UX/UI strategy at BimmerTech was an incredibly rewarding experience, blending:
???? User-centered design
???? E-commerce optimization
???? Brand strategy
???? Leadership & team development
This project reinforced my passion for designing seamless digital experiences, mentoring designers, and creating scalable design systems that drive business success.
???? From concept to execution, I helped shape BimmerTech’s digital presence—enhancing user journeys, increasing engagement, and delivering impactful design solutions.
Screenshots & Wireframes
