Overview
Redesigned BMW's internal service management system used globally by dealerships to manage vehicle service requirements.
Challenge: Project had stalled for years due to unclear goals and competing stakeholder priorities. Design effort was vastly understaffed. My task was to re-establish progress, introduce a user-centered process, and deliver production-ready designs.
Process
Requirements & Workshops
Organized workshops to align stakeholders and clarify project goals. Developed a shared problem statement after years of unclear direction. Introduced UX best practices to a team unfamiliar with structured design processes.
Personas
Created personas to shift focus from technical specs to real user needs. Key roles: Call Center Agents, Service Assistants, Service Advisors, plus vehicle owner personas.
Wireframes & Validation
Hand-sketched wireframes to keep stakeholders focused on workflows, not styling. Mapped vehicle identification flow including VIN lookup, customer data entry, and service case selection.
View Lo-Fi Prototype →
Hi-Fi Prototypes
Delivered two production-ready prototypes: vehicle identification and service planning. Built custom components from scratch, client had no usable design library.
User Interviews
Tested with dealership staff from US and Belgium. Used screenshot-based boards to walk through flows, practical for workshop environments. Overwhelmingly positive feedback. One participant: "These sessions should have happened years ago."
My Role
Led strategy and UI design, mentoring one part-time UX designer. Introduced personas, user flows, and structured design process. Conducted international user interviews in the US and Belgium. Delivered wireframes and production-ready screens.
Outcome
Broke through years of stalled progress. Delivered validated, production-ready designs for core dealership workflows. Established user-centered practices the team could sustain.