BMW Auto Fus together with BNP Paribas and The Heart faced the challenge of creating a new long-term car rental platform.
The distinguishing business feature of the product is the high attractiveness of the offer; resulting from preferential conditions for employees of selected corporations.
The role of Uxeria was to work out the product and functional concept of the online platform and its further design and development.
sales conversion on the website
Zero usability problems during onboarding
First sale while still in the beta-testing phase
declared brands (instead of the expected four) even before the launch of the platform
The project has received special recognition for its outstanding UX
As the product offer is closed, the homepage takes the form of a landing page. Its characteristics and storytelling emphasise the elitism of the group.
As working with corporations is demanding in terms of legal issues, security and data handling, one of the key risk areas was the onboarding process. There were no reports citing usability issues, and analytics showed 100% conversion in the account creation process.
The first impression, both in the desktop and mobile version, was a critical point of the product. Therefore, the focus was on personalisation, simplicity, and speed of initial decision (simplified search engine), easy access to promotions and news in a minimalist design.
One of the main sales insights was to determine the characteristics of the most frequent customers who buy particular cars. A dialogue structure facilitated the construction of the most likely personas with customer service representatives.
It also supported the creation of new exploration models: according to the needs of the customer. (for her, family, sports, luxury, ecological).
One of the main factors resulting from the insights gained with the customer representatives was the way in which a given car model is presented. For many representatives, it is even a kind of artistry. Their art is reflected in what features of the car are described: engine variant, transmission, body, equipment options or series. This helps to draw the user's attention particularly to the feature of the car that is important to them.
Dialogue car sales system. Each model has different significant features — we do not unify the attributes but rather, in consultation with our sales representatives, we highlight the most important ones in a carefully designed interface.
Fully aware of the fact it breaks the most commonly used UX conventions (while adapting the UX to the number of cars placed in the platform), we designed a left-right scrolling UX. This model enables the presentation of a better visualisation of the car and more information. This blurs the threshold between listings and product cards.
The website focuses on simplicity of configuration and sales. The user is accompanied by a calculator to modify the offer and check its configuration.