BMW In-App Subscription Purchases
How might we increase app revenue by introducing new features and highlighting subscription services to the BMW Connected app?
A driver’s user journey begins before they get into the car and extends after they’ve arrived at their destination. The BMW Connected app helps users seamlessly get from one destination to the next with traffic alerts, sharing estimated arrival times, remotely locking and unlocking their car, and preheating and cooling their vehicles. Although the app is free to download, users can unleash their full capabilities with a ConnectedDrive subscription.
Challenge
Increase subscriptions and revenue in the BMW ConnectedDrive app by highlighting compatible IoT devices, third-party applications, and subscription upgrades.
Solution
Designed a new tab in the app to showcase new services, compatible smart devices, and subscription options.
Role
Information Architecture, Design Strategy, Wireframing, and Prototyping
Software
iOS and Android
Objective
New features encourage more subscribers and boost revenue. I architecting a new Hub tab in the app to include the following requirements:
Marketing section
Space for the marketing team to show and highlight the newest BMW ConnectedDrive features.
Services
A designated place for users to book service appointments, locate the nearest dealership, and other features.
Smart devices
A section to feature BMW ConnectedDrive devices like Apple Watch and Amazon Alexa.
Third-party apps
Promotional space for steaming apps compatible with cars audio system.
Discovery
Use cases
App’s features vary per user based on their vehicle type, ConnectedDrive subscription, and country. Creating a visual aid helped me outline the different use cases.
Strategy
For optimal usability, I determined a grid layout would be best. A modular design can scale to show a variable number of features depending on each unique user. This layout encourages users to explore features on the screen by surfacing information while limiting the number of taps needed to see all the ancillary options offered.
Information architecture
One of the business requirements for this project was that these new app features be in one tab. Ideally, I would have conducted a card sort study to decipher their mental models and verify the updated information architecture improved usability. Due to time and budget constraints, this was not available.
After ideating several site map options, I presented the team’s preferred solution to senior leadership with the design director.
Concepting
Early in the process, I determined to use a modular design to make the app more flexible and adaptable to different users’ experiences.
Crazy 8
I organized a Crazy Eight brainstorm exercise to generate fresh ideas quickly. Collaboration with the design team yielded creative solutions.
Ideating
I took the seeds of the most innovative ideas as inspiration when I wireframed. I then presented the top concepts to key stakeholders, including the lead product owner and business partners in Germany. The pitch was a success, and the team could get stakeholders on board with our preferred design solution.
Wireframes
Prototype
Final UI
I handed over the wireframes to a UI designer to create the final mocks.
