A digital learning tool helping BMW sales teams understand and communicate the new i5 eDrive40’s key features.
Role:
Duration:
Category:
UX Design
Visual & Branding Design
Tools:
5 Month
New Learning Ecosystem
In partnership with BMW’s internal product, training, and regional sales teams, I led the UX/service design effort to define a new learning and enablement ecosystem for the i5 eDrive40 launch. This initiative played a pivotal role in transforming how BMW equips its sales force with EV knowledge—shifting from static PDFs and scattered resources to an integrated, interactive learning experience.
The vision was to create a modern, intuitive platform that translates complex battery and EV technologies into clear, visual, and story-driven training. Designed around real sales workflows, the system introduced interactive 3D models, AR demonstrations, micro-learning modules, and customer-ready presentation modes. It marked one of the first internal tools to unify EV training, real-time updates, knowledge sharing, and sales enablement into a single, mobile-first experience—empowering teams to confidently communicate BMW’s innovation with every customer.
Final Design
Business Goal
Enable BMW’s internal sales teams to confidently communicate the advanced EV features of the i5 eDrive40 through a unified, real-time learning ecosystem.
THE DESIGN CHALLENGES
A key challenge was designing an experience that could engage sales teams across different age groups, varying technical comfort levels, and fast-paced, inconsistent schedules. We needed a solution that balanced advanced interactive tools with simple, accessible patterns—ensuring every salesperson could quickly learn, stay motivated, and confidently apply EV knowledge in real customer interactions.
We saw that the app needed to go beyond digitizing information, so our research focused on uncovering deeper challenges and insights. Through researchese, we explored how sales teams learn, prepare, and communicate product knowledge, revealing opportunities to design a more flexible, intuitive, and engaging learning experience.
Protocal Highlights
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At what point in your sales process do you most need support or reference materials?
- How do you prepare a client's meeting, and how do you get clients?
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How do you usually connect with internal trainers or get updates on new models after the initial launch?
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What prevents you from using existing training tools consistently?
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How do you measure your own confidence or readiness when introducing a new model to customers?
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If you could design the ideal support system for learning new car features, what would it include?
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How does your interaction with product specialists or technical teams typically work?
Key insights
Sales teams are performance-driven, they’re motivated by results, not training metrics.
Packed schedules require short, flexible learning modules, highlighting the need for quick, just-in-time learning.
They connect with customers through emotion, not specs, training must support storytelling.
Teams range from tech savvy to traditional, so interfaces must be intuitive and accessible. They prefer seeing and interacting over reading.
Consistent, verified information builds confidence and credibilit, reflect BMW’s premium standard.
Many feel uncertain explaining EV technology, revealing a need to build confidence through clarity and visuals.
Experienced consultants hold valuable insights but lack a way to share them internally.
Key Pain Points
Motivation & Engagement
Training feels mandatory, not meaningful, it doesn’t connect to personal growth or performance goals.
Sales teams rely on surface-level selling points, losing depth with informed customers.
Workflow & Accessibility
Learning is disconnected from real sales routines and micro-moments of need.
Digital tools aren’t built for quick, on-the-go access or different user skill levels.
Confidence & Knowledge
Many feel insecure explaining complex EV features, fearing loss of credibility.
Scattered information makes it hard to find trusted, up-to-date content.
Collaboration & Continuity
No platform exists for sharing peer knowledge or best practices.
Post-launch support is missing, leaving unanswered customer questions.
Department silos create inconsistent information and experience gap
Design Concepts
Interactive Learning Modules
Transform complex EV systems into immersive learning moments. Sales teams can explore the i5’s battery, powertrain, and digital features through interactive 3D models and animations, seeing how each part functions in real time.
Refresher Mode
on-the-go learning, this feature offers short, visual summaries of key features and specs. It helps salespeople prepare quickly before customer meetings and respond confidently to unexpected questions.
Modular Learning Paths
Structured micro-lessons let sales teams progress at their own pace. Each module focuses on a specific topic.
Class Mode for Trainers
A trainer-led mode that enables group learning experiences. Trainers can display synced content, lead discussions, and use visual demos directly from the app for consistent, engaging sessions.
Centralized Knowledge Hub
A unified library that consolidates verified product data, training updates, and multimedia content. It ensures every team member accesses accurate, brand-approved information anytime, anywhere.
Continuous Learning Loop
Keeps learning active after launch through updates, new content drops, and push notifications. Encourages ongoing engagement and reinforces retention over time.
Service Blueprint Overview
Experience Themes
Success Metrics
First-Time Navigation Clarity
Measure how easily new users can navigate the app and locate key features or learning modules on their first interaction — ensuring intuitive structure and minimal onboarding friction.
Comprehension of Product Features
Evaluate whether users clearly understand the car’s core technologies and features through the app’s visuals, copy, and interactive modules.
Knowledge Retention & Recall
Assess how effectively the app helps users memorize and retain product information, enabling them to recall details accurately during customer conversations.
Return & Reuse Rate
Track how often sales teams return to the app for refreshers, quick lookups, or continued learning, indicating sustained engagement and real workflow integration.
Communication Confidence
Measure improvements in how confidently and clearly sales consultants communicate product information to customers after using the app.
Emotional Engagement
Gauge how well the app experience reflects BMW’s brand values and emotionally connects users to the product — making training not just informative but inspiring.
LoFi Wireframe
Usability Testing
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Users spent an average of 42 seconds exploring the 3D i5 model on the home screen, more than twice the time spent on any other section. This confirmed that interactive visuals capture attention and aid understanding of complex EV features.
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Several users didn’t realize the car could be rotated until they tapped randomly. Adding a small animated arrow or “Swipe to explore” hint under the car will make this function clearer.
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The “Continue” button on the home screen was one of the most-used features. Users said it helped them pick up learning quickly between customer meetings, confirming its value for a mobile, time-pressed workflow.
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Heatmap data showed only 40% of users noticed the notification icon in the top bar. Increasing spacing and contrast in this area improved visibility by +30% during re-tests.
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5 out of 10 users hesitated when selecting Class or Profile icons due to unclear meanings. Adding text labels below icons improved task completion time in follow-up testing from 6.2 seconds to 3.8 seconds.
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When reviewing learning modules, users wanted a way to “save for later” or flag sections they found useful. This feature would help during pre-meeting prep or when revisiting key product topics.
Design Direction
Character
Clear labels under key icons like Home, AR, and Class make the structure easy to understand, even for first-time users. Subtle micro-interactions, such as hover effects and tap feedback, bring responsiveness and a sense of control that echoes BMW’s driving experience.
A dark, minimal palette provides depth, while white ensures readability and blue accents signal interactivity and energy. Strong contrast maintains clarity and focus, reinforcing the premium feel that defines BMW’s brand identity.
Colors
3D visuals and motion are used to turn technical EV features into clear, visual stories. Users can rotate and explore the i5 model to understand its components, supported by smooth transitions that guide focus between modules.
Visuals
Final Design
After incorporating feedback from the Lo-Fi and Mid-Fi testing, the final design seamlessly blends BMW’s brand identity with refined user interactions. It was crafted to feel intuitive, premium, and purposeful — prioritizing clarity and focus on the car’s new features and battery system. The interface transforms complex EV knowledge into a clear, visually engaging experience that supports internal sales teams with accurate, first-hand information.
Lastly
This is a space to welcome visitors to the site. Grab their attention with copy that clearly states what the site is about, and add an engaging image or video.