Overview
At BMW Group I held a dual role as UI/UX Designer and Business Analyst across 9 interconnected digital products in a regulated automotive context - a multi-persona, multi-product workflow spanning drivers, fleet managers, internal product owners, and engineering squads. Products included the My BMW App and ProFLEX, BMW's internal fleet and mobility management platform used by enterprise fleet managers across Europe.
The dual responsibility shaped how decisions were made and communicated. I ran Discovery and stakeholder interviews at the start of each cycle, translated complex business and regulatory requirements into validated design specifications, and presented decisions directly to cross-functional leadership - product managers, engineering leads, and BMW Group product owners in Munich. I owned the Figma component library across squads, facilitated Design Sprints, and led knowledge transfer for iOS HIG and Android Material 3 platform standards. The functional specifications I authored became the standard for design-to-engineering documentation across BMW Group product squads - leadership work that scaled past my direct involvement.
The craft challenge: keep consistency across two very different surfaces - a dark, premium consumer app and a data-dense, light enterprise fleet dashboard - both sharing underlying design tokens and component logic. The aesthetics matter, but they're downstream of the harder problem: aligning consumer drivers, fleet operators, and internal product squads on one shared workflow.
9
Interconnected digital products
2
Surfaces: consumer app + fleet dashboard
3
Platforms: iOS, Android, Web
1yr
Embedded in product team
Discovery for a multi-product workflow
Working across 9 connected BMW Group products required Discovery that could surface needs across consumer drivers, enterprise fleet operators, and internal product squads - all under a regulated automotive context with different review cycles per surface. Personas were never abstract; each shipping decision came back to which one owned the binding constraint.
Personas served
- Drivers - My BMW App consumer audience
- Fleet managers - ProFLEX enterprise dashboard, European fleets
- Internal product owners - BMW Group product leadership in Munich, sign-off authority
- Engineering squads - iOS, Android, and web teams across the 9-product ecosystem
Discovery methods I ran
Process
End-to-end ownership - from generative research and Discovery through to interface design, stakeholder alignment, and engineering handoff. The two product contexts (consumer app + enterprise fleet dashboard) shared an underlying token system but served distinct personas with different cognitive loads, regulatory constraints, and review cycles. Coordination across PMs, engineering leads, QA, and product owners in Munich was the operating model - not the exception.
01
Discovery
Facilitated Discovery sessions with BMW product owners and market stakeholders. User research, component audits, and requirements documentation in Confluence ahead of each sprint cycle.
02
Align
Presented design strategy and functional specs to BMW Group product leadership. Design decisions aligned across PM, engineering, and QA - documented with clear rationale and edge-case coverage.
03
Design & Build
Figma component library built and governed for cross-team use. Knowledge transfer workshops with engineering on iOS HIG and Android Material 3 platform guidelines.
04
Validate
Usability sessions, accessibility testing with iOS VoiceOver and Android TalkBack, engineering handoff via Zeplin, and sign-off presentations to BMW Group stakeholders.
My BMW App - Key Screens
Dark-first design system reflecting BMW's premium automotive brand. iOS-first (Apple HIG) with Android (Material 3) and web variants maintained in parallel. Covers vehicle status, remote services, navigation, charging, and account management.
Mobile UI - Connected Car Screens
iOS · Android
Good morning,
Anna M.
Your Vehicle
BMW iX3
M-TD 2841
Battery & Range
78%
≈ 312 kmCharging Status
78% · 1h 22m left
Charging Point
BMW Charging · Home
11 kW AC · 14.6 kWh added
Remote Services
BMW iX3 · M-TD 2841
Lock
Secured
Climate
Set temp
Locate
Map view
Horn
Signal
Last Sync
2 min ago
Button System & Component States
Button Variants
WCAG 2.5.5 - Min touch target 44×44px
Design Token System
Three-layer token architecture: global primitives, semantic aliases, component-specific overrides. ProFLEX (light) and My BMW App (dark) share the same structure while rendering different visual outputs.
Color Tokens - Dark Theme (My BMW App)
tokens/dark.json
color.interactive
#1C69D4
color.accent
#00A8E0
surface.base
#0C0E13
surface.elevated
#1E2130
surface.border
#2E3347
text.primary
#E8EAF0
text.muted
#8892AA
semantic.success
#3ABF7A
Typography Scale - Mobile
| Token | Size | Weight | Line Height | Usage |
|---|---|---|---|---|
| text.display | 32px | 700 | 1.1 | Screen titles, hero numbers |
| text.title-lg | 24px | 700 | 1.2 | Section headers |
| text.title-md | 20px | 600 | 1.25 | Card titles |
| text.body-lg | 16px | 400 | 1.6 | Primary body text |
| text.body-sm | 14px | 400 | 1.55 | Secondary descriptions |
| text.caption | 12px | 500 | 1.4 | Labels, hints, metadata |
ProFLEX - Fleet Management Platform
BMW Group's internal enterprise platform for fleet and mobility management - used across Europe to oversee vehicles, leasing contracts, bookings, and service status. Light, data-dense UI optimised for desktop productivity.
Fleet Dashboard - Redesigned
Total Fleet
248
Active
201
In Service
31
Reserved
16
| Vehicle | Driver | Status | Mileage | Next Service | Contract End |
|---|---|---|---|---|---|
| BMW 520d M-AB 4412 |
Klaus Weber | ● Active | 42,180 km | In 8,200 km | Mar 2026 |
| BMW iX3 M-CD 8821 |
Sarah Müller | ● In Service | 18,450 km | Now | Jun 2026 |
| BMW 740i M-GH 3305 |
- unassigned | ● Reserved | 67,920 km | In 2,100 km | Dec 2024 ⚠ |
| BMW X5 xDrive M-JK 1190 |
Thomas Braun | ● Active | 29,340 km | In 15,660 km | Sep 2027 |
Business Analysis & Functional Specifications
Alongside design, I translated stakeholder requirements into functional specs - the bridge between business need and engineering build. Authored in Confluence, referenced by developers, QA, and PM during implementation and sprint planning.
- Conducted structured stakeholder interviews across product owners, market managers, and engineering leads in Munich and across distributed teams
- Produced functional specifications covering full user flows, edge cases, error states, empty states, and data requirements - co-authored with PM and reviewed in cross-functional sessions
- Wrote Jira epics and user stories linked directly to Figma design artifacts, ensuring full traceability from business requirement to shipped component
- Facilitated design review sessions between BMW Munich stakeholders and the distributed development team - ensuring alignment on scope, rationale, and exceptions before implementation began
- Maintained a decision log documenting design rationale and rejected alternatives - used for onboarding new team members and resolving future design questions
- Contributed to sprint retrospectives and planning sessions as a dual-role voice for both design quality and requirements clarity
Outcomes
- Redesigned the ProFLEX fleet dashboard through a focused Design Sprint - surfaced critical status signals, reduced time-on-task
- Functional specifications authored during the engagement became the team standard across BMW Group product squads
- Knowledge transfer workshops embedded iOS HIG and Android Material 3 platform standards into the broader team's practice
Due to privacy and confidentiality policies, original design assets, screens, and client materials cannot be shared publicly. All visual elements shown in this case study are faithful recreations, not the original production designs.