Overview

BMW engaged me as a lead design expert to drive the large-scale redesign of internal management tools and dealer-facing platforms.

The objective was to transform legacy, desktop-only systems into fully responsive, mobile-first solutions, aligned with increasingly mobile teams and modern usage patterns.

At the start of the engagement, most tools had remained unchanged since the early 2000s, resulting in low adoption, poor usability, and a CSAT score of 3/10 across the ecosystem.

Scope & people management

• Lead UX and product design for internal and dealer-facing tools

• Focus on responsive design across desktop, tablet, and mobile

• Management of a core team of 3 designers over a multi-year engagement

• Close collaboration with product, IT, and business stakeholders across regions

• Long-term transformation program (2 years)

I acted as the design lead and point of reference, setting standards, methods, and decision frameworks across teams.

Key challenges & responsibilities

Key challenges

• Legacy, technology-driven tools with very low user satisfaction

• No existing research practice, despite strong client expectations

• Highly distributed users across countries, roles, and contexts

• Need for consistent decision-making across multiple products and teams

Responsibilities

• Establish a research-driven design approach from scratch

• Build and scale user research capabilities

• Lead the transition to mobile-first and responsive design

• Align multiple teams around shared insights and priorities

To address these challenges, I:

• Built two research communities totaling 25,000 testers across the UK and Thailand

• Introduced and implemented the IBM design methodology (Immersion, Reflection, Design) to structure decision-making

• Developed and applied my “single source of truth” asset method, enabling all teams to operate with the same level of information and alignment

• Created task forces bringing design, product, and tech teams together around shared insights and goals