BMWUSA.com Web Transformation

In 2013, BMW asked kbs+ to investigate ways to improve the ‘vehicle highlights’ template of their website. After a thorough audit and investigation, it became clear that there was much more work to be done than a simple reorganization of information and a quick design lift. Too many vehicle options, poor navigation, and poor site structure were creating an unpleasant web experience, where users were overwhelmed with unhelpful information, spelling trouble in an age where people were shifting to researching and customizing vehicles online.

A competitive website survey revealed that other luxury automakers were selling themselves as a brand, rather than just their products.

With this in mind, we set out to transform BMW’s website from a cluttered and difficult-to-navigate experience, to a site that felt more like a destination – one that told a story about the brand, that intuitively organized and grouped different models, and most importantly, that it still performed the task of generating leads and selling cars.