BMW M
App
My Position UX/UI Designer
Task Creating a digital signage app for the sub-brand BMW M series, using its specific CI, different from the mother brand. It is meant to be used in stores on interactive screens by the customers and sales staff. It should emotionalize the brand and show some key features, without being a configurator. It should support the sales staff in the customer interactions, but be easy enough for a visitor to use it alone.
Challenge: Context of use & Large amount of information.
Solution The information architecture is based on the different aspects of the BMW M series offer. The main navigation and sub navigation on the bottom help the user to know where s/he is and what s/he can do. Hot spots and other interactive elements inside the main view offer additional information.
The visual design uses BMW M series design features, such the carbon fiber material and the strong diagonal lines, creating the image of sportiness and masculinity.
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