Service Flow Revamp

BMW

Service booking redesign, improving user experience and increasing successful bookings around the world.

BMW’s car service booking flow saw high drop-off rates due to a confusing user experience, fragmented dealership systems, and the need to accommodate multiple languages and regional differences.

CHALLENGE

Redesigned the booking flow to be implemented in phases with a focus on clarity and simplicity, tackling key pain points and technical limitations while ensuring multilingual support which led to higher engagement and successful bookings.

SOLUTION

ROLE

Lead Designer

TIMELINE

1 year

TEAM

Product managers, developers, international stakeholders, design system team

Key Responsibilities

  • Led the design of the service booking flow, focusing on user experience and streamlining processes for a seamless, cross-functional journey.

  • Coordinated with international stakeholders and third-party systems to account for language barriers, technical constraints, and varied dealership offerings.

  • Conducted user research, wireframing, and A/B testing to validate design choices and ensure usability across different regions.

  • Collaborated with development teams and maintained alignment with the design system to ensure consistency and meet project deadlines.

Research and Analytics

I analyzed existing booking data through Power BI to pinpoint areas where users were dropping off.

DATA ANALYSIS

Conducted in-person interviews with customers at dealerships and service managers to identify pain points and needs.

INTERVIEWS

We also developed a clear persona to guide the design of our MVP and future iterations, ensuring our decisions remained aligned with user needs and resulted in an effective, user-centered solution.

PERSONAS

We collaborated with stakeholders to use journey maps, gaining a comprehensive understanding of user pain points and identifying opportunities to improve the overall experience

JOURNEY MAPS

I started off by creating Informational architecture diagrams to understand the entire experience from an abstracted view. Apart from the actual flow to create an appointment, the booking experience consists of:

  • Push Notifications

  • Several entry points throughout the app

  • Viewing and canceling an appointment after creation

  • Adding appointment to calendar

USER FLOWS

Main Pain Point

Through click-through analysis, I identified the appointment selection screen as having the highest drop-off rate (60%). Initial assumptions included:

  • Users struggled to compare available times on the calendar.

  • Users wanted a mobility option, but it wasn't available or displayed for certain dealerships.

  • The screen's interface was clunky, leading users to prefer calling for appointments.

  • Users couldn’t switch dealers to find more suitable time slots.

Wireframes & Testing

Wireframing was crucial to prototype the flow before development. I ensured that patterns were brand-consistent but also optimized for usability. We conducted internal A/B testing, gathering feedback from developers and stakeholders to refine the user experience. This iterative process allowed us to validate small changes while maintaining alignment with the overall product vision.

VISUALIZING FLOW

Technical Constraints

The app needed to accommodate multiple languages, especially for regions like Switzerland, where up to three languages might be used in one country. We had to design for localization, ensuring that text didn’t affect the UI and was easily adaptable.

LANGUAGE

Each dealership operated with its own third-party Dealer Management System (DMS), which created technical limitations for integration. We worked closely with these third parties to understand their capabilities and ensure the new flow could integrate seamlessly.

THIRD PARTY DMS

Phase 1 Implementation

Given the complexity of BMW’s franchise model and lack of a dedicated development team, we chose to break the redesign into phases to manage the scope and timeline effectively. This approach allowed us to work within our existing sprints and release schedules, aligning with the broader app redesign and ensuring smooth integration of incremental changes.

To reduce friction in the booking process, we implemented autofill for returning customers, ensuring they didn’t have to re-enter information each time they made an appointment.

INVISIBLE ASSISTANCE

I restructured the interface to establish a clearer visual hierarchy, with bold titles and clearer call-to-action buttons that made the flow easier to navigate and more user-friendly.

VISUAL HIERARCHY

Improved call-to-action buttons to be more direct on our main entry point, increasing flow entry by 30%.

ENTRY POINTS

IMPROVED APPOINTMENT SELECTION

A redesigned the calendar offered a more intuitive view, with enhanced filters to help users choose dynamic amenities provided by the dealerships.

The time slot selection became more visually distinct, allowing users to more easily identify available slots, which contributed to a smoother decision-making process.

These changes were critical for addressing user frustration around scheduling and reducing drop-offs.

Results & Impact

After the completion of Stage 1, we saw a significant increase in the successful booking rate, with analytics showing a 50%-200% improvement in conversions, indicating the immediate positive impact of the new design changes.

INCREASE IN BOOKINGS

By optimizing entry points and making call-to-actions more direct, we saw a 30% increase in the number of users entering the service booking flow, suggesting the changes made it more enticing and easier for users to get started.

IMPROVED ENGAGEMENT

STAKEHOLDER BUY-IN

The success of Stage 1 secured strong stakeholder buy-in to continue with the subsequent phases, ensuring alignment with the ultimate flow and long-term vision for the service appointment booking experience.

Personal Retrospective

PHASED APPROACH

While I initially hoped to implement all changes at once, breaking the project into smaller phases was the most effective strategy, allowing for continuous iteration and validation. It provided flexibility in adapting to constraints while delivering progress.

DESIGN SYSTEM LIMITATIONS

Working with a limited design system posed challenges, but collaborating with the design system team allowed me to understand their vision, ensuring our design changes were aligned with the long-term goals of the brand.

tl;dr

Through extensive research and prototyping, we streamlined the BMW service appointment flow, reducing friction and improving user experience. By implementing the changes in phases, Phase 1 saw immediate positive results, with a 50-100% increase in successful bookings with the team aligned towards achieving the final flow.