Re-designed the online test drive booking experience for BMW and MINI UK, adding a real-time slot booking offering that put the two brands ahead of most vehicle manufacturers in the digital space.
The challenge
Re-design the online test drive booking experience for BMW & MINI UK and add a real-time booking offering. The solution needed to serve both brands with their distinct design identities while sharing underlying UX patterns.
Design process
User research informed the starting point, followed by iterative rapid prototyping cycles tested directly with users. From the start, prototypes were built collaboratively with the team in a modular way — new reusable components forming the basis of an updated design system. This approach kept build costs low while maximising flexibility across the two brands.
The redesigned flow takes around two minutes. Users select a model, choose a location, pick a date and time slot, and confirm — with their selections surfaced persistently so nothing is lost. The MINI variant applied the same UX logic with brand-appropriate visual treatment.
Impact
A solid user-tested solution that met both BMW’s strategic goals and their immediate needs for a pilot trial. The updated digital service offered more than the majority of vehicle manufacturers were providing in the digital space at the time — increasing the value offered to customers in a lean, technically achievable way.