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 by enhancing user journeys, increasing engagement, and delivering impactful design solutions.
Screenshots & Wireframes
