BMW

BMWI have been working on BMW account at Kirshenbaum Bond Senecal & Partners, since the summer of 2008. Working as an interaction designer in their interactive group, Dotglu, my major responsibility is to make sure this automotive giant’s website bmwusa.com is providing the best user experience, akin to its 6 geared, 230+ horsepowered Ultimate Driving Machines.
Projects that I participate in the concept and design include the experiential sites for vehicle launch campaigns, as well as site-wide maintenance and enhancement.

In such a big account, one of the key elements for interaction designers becomes the use of analytics and integrated research in design. BMW, who had always been keeping design as one of the key components of its business, works together with interaction designers to observe user behavior, analyze the data and use it as a direction for designing the best user experience.

Analytics, that’s a big deal.

In the design of such large scale websites, the use of analytics should have a very important role in the design process. Working with analytics partners such as Omniture, I am working on analyzing the analytics data to provide us initial design directions, find the potential flaws in the user experience, and success of launched projects.
Analytics information is especially important when it comes to user flows: In the recent redesign of the registration process in BMWUSA, I used the analytics information effectively to provide valuable insight, including dropouts, success rates and conversion. Providing a visual representation of this data, we worked with the client to reduce the number of steps and simplify the registration process.

It’s a thought process, after all.

Dotglu has a very good design approach to make sure what we produce is a result of an established process of thought and design. I am working with other designers and producers to have the workflow of design-to-product with its brainstorming, ideation, sketching and concepting. As an interaction designer, my wireframes are going through phases of client presentations, comping, and they are the key in working with developers on functionality specifications and quality assurance.