Challenge

BMW don’t have existing app only website without loyalty element and so many pain point in existing flow Main Pain Point as below:

Car/Account Management only available offline
User need to call BMW customer service hotline or visit their store to manage the car like warranty, service booking and check/use the loyalty point.

Online Shop system is not complete
Existing website don’t have payment gateway and order records. User need to pay offline.

No 24 hours customer service hotline
If user have problem in the non office hour, can't find help.

Existing method can’t engage user
User only see the promotion in the social media and website. Didn’t have the complete flow to the user.

Design Thinking Workshop - Co-create with BMW different BU

Step 1 - Empathise
Empath Map - Drop down and review behaviours froma segment of users.
Behaviour Study - Find out the reason and motivation of the behaviour

Step 2 - Define
Point of View (POV) and Problem Identification
Define the problem we want to explore and ideate in a goal-oriented manner

Step 3 - Ideate
Come up with ideas and prioritise