BMW Take Charge iPad App
OVERVIEW
I led UX and UI design for an iPad app used by BMW dealers to educate customers about electric vehicles. The tool improved customer understanding of EV benefits, with 95% of salespeople finding it useful and 92% reporting it helped customers make informed decisions.
FULL DETAILS
As electric vehicles started entering the market, BMW needed a simple way for dealers to explain EV advantages to customers. The goal was to create an in-store experience that made complex topics like charging, range, and incentives easy to understand.
MY ROLE
I worked with BMW’s subject matter expert to uncover key concerns. I led research, UX strategy, UI design, and user testing with staff to refine the experience.
CHALLENGES
Customers were confused by how MPGe worked, uncertain about range, and unaware of cost savings. Salespeople needed a fast way to explain these benefits clearly and confidently during conversations.
SOLUTIONS
I designed interactive tools that let users enter their driving habits in an interesting visual way and instantly see personalized savings across multiple metrics. The app visualized potential MPG, commute savings, and incentive breakdowns. The range map helped reduce anxiety by showing real driving distances.
Testing Wireframe - Map
Testing Wireframe - Sliders
Testing Wireframe - Savings
Process
- Discovery: Interviewed experts and researched incentives, ownership costs, and EV misconceptions.
- Wireframing: Created potential layouts focused on fuel savings, range, charging, and tax credits.
- User Testing: Created high-fidelity interactive wireframes to test with users and customers, refined layout, navigation, and interactions based on feedback.
- Design: Built polished, branded screens optimized for clarity and readability when presenting.