Lead Designer

BMW Self Help

UX / UI

Concept

Project Overview

BMW have been a client for over 30 years for Allianz Partners. The tender renewal process was very competitive, thankfully we retained the business and with it came some key KPIs to hit for the company.

My Role

Design Lead, working alongside the BMW Account Manager, BMW Technical Specialist, Creative Design Manager, key business stakeholders and the client.

The brief

One of the KPIs was to increase call answering rates. To help meet the KPI targets for the BMW contract and alleviate the call volumes on the call centre. The brief was to design a self help platform for the customer to perform self-fixes.

Research

Understanding the BMW customer was crucial for this brief. To begin with I created 4 different personas to work to and using Miro I created a customer experience map highlighting the possible pain points. I used data from BMW and assumptions from our own experience of BMW customer assistances.

Initial design steps

To begin with I created the user flow with the wider team (BMW account managers, Technical Specialist and Creative Design Manager). After this I wireframed the platform focusing on mobile first as we believe the vast majority of customers will use this tool on their mobile device whilst at the car. We then tested accordingly and will run A/B tests on the live version.

The solution

As an initial MVP we focused on the top 10 simple faults received by the call centre, creating a digital solution for customers to perform self fixes.

The design was based around an easy to use simple UI to make the customer experience as easy as possible.

I focussed on a mobile first approach for the design as we believe a large majority of customers will be using the tool whilst at the vehicle. However, it will respond to all sizes.

The self help hub will initially have 2 options; a video guide and a step by step instruction guide.