As BMW shifted its strategic focus toward the premium market segment, the company recognised that its website no longer reflected the level of sophistication and contemporary appeal expected by its audience. Competing brands such as Jaguar, Lexus, and Mercedes were setting new digital standards — and BMW wanted to exceed them.
Understanding the Challenge
Working closely with BMW, we began by defining the problem statement and mapping both business and user assumptions. Through detailed persona development and user journey analysis, we identified key opportunities to elevate the experience and create a digital expression worthy of the brand’s premium positioning.
Designing the Experience
Adopting a mobile-first approach, our design teams worked in iterative cycles — sketching, testing, and refining each stage of the workflow. Early concepts were developed in Balsamiq and reviewed with in-house teams and BMW sales specialists to validate user needs and business objectives.
We then moved into high-fidelity wireframes and interface design, ensuring every detail aligned with BMW’s visual identity and digital guidelines. Using Photoshop and InVision, we built an interactive prototype that allowed us to test, measure, and refine the experience through multiple user feedback sessions.
Delivering the Result
Insights from testing informed the final adjustments to user flows and screen designs, resulting in a seamless, mobile-responsive website that delivered the premium experience BMW customers expect. The prototype was then developed and prepared for soft launch — setting a new digital benchmark for the brand.
At Nucleus, our approach combines design thinking, collaboration, and iteration to create experiences that are both strategically aligned and deeply human.