BMW
A digital learning tool helping BMW sales teams understand and communicate the new i5 eDrive40’s key features.
Role:
Product Design
Duration:
6 Months 2024
Category:
Product Design / UX Design / Visual Design
Tools:
Figma, Photoshop, Cinema 4D, Adobe Illustrator
A 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.
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.
Success Metrics
Increased confidence explaining EV technology, higher training completion rates, reduced reliance on outdated documents, improved customer meeting readiness, and stronger alignment across global sales teams.
UX Research
Through stakeholder research, personas, user journeys, and workflow mapping, we found that BMW’s sales teams work quickly, vary in digital skills, and depend on fast, visual access to EV knowledge. These insights shaped a strategy centered on speed, clarity, visual learning, and seamless navigation across key systems.
-
Need fast, mobile learning for tight schedules.
-
Wide range of digital comfort, requiring intuitive flows.
-
Strong preference for 3D and AR visual learning.
-
Desire for structured paths.
-
Quick “resume where you left off” options.
-
Missing feedback loops for customer insights.
-
Cross system navigation (battery, ADAS, body, performance) is essential.
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.
Design System
Increased confidence explaining EV technology, higher training completion rates, reduced reliance on outdated documents, improved customer meeting readiness, and stronger alignment across global sales teams.
Wireframe
Low-fidelity wireframes on the right mapped how users move from the full car model to specific components and into detailed feature views, such as the battery system shown here. These early layouts clarified the core interaction flow and provided a solid foundation for testing and refinement before advancing to high-fidelity design.
360 Interactive Car Model
The interactive 3D hero image of the i5 eDrive40 with drag-to-rotate control supports sales teams who prefer visual learning and need quick ways to understand and demonstrate features. It allows reps to instantly explore and explain the car without relying on dense technical text, making product knowledge faster and more intuitive.
Class Mode Learning
The dedicated Class Mode offers a guided real time training environment tailored for complex EV topics, addressing the need for structured, scenario based learning. By providing a curated flow of lessons and storytelling driven modules, it helps sales teams build confidence and develop a deeper, more intuitive understanding of the vehicle’s features.
Quick Resumption Banner
The smart “Continue” banner, which resurfaces the last viewed battery module, supports sales teams who often prep last-minute and need fast, on-the-go access to their most recent learning. By letting them jump back into content within seconds, it enables quick refreshers before customer interactions and keeps their workflow efficient.
System Based Navigation
The segmented navigation tabs, covering ADAS, Battery, Body, and other vehicle systems, address the need for simple, intuitive access to information that was previously scattered across multiple sources. By organizing content into clear categories, the design reduces cognitive load and supports sales reps with varying levels of digital proficiency, making it easier for them to quickly locate the details they need.
Immersive AR Mode
The AR button provides instant access to augmented reality demonstrations, supporting sales teams who rely on visual tools to explain complex EV systems and create more compelling customer presentations. By turning technical details into interactive, memorable visuals, AR helps reps communicate features clearly and confidently during real-world conversations.
Final Design
To enhance the battery learning experience, we created dynamic, futuristic backgrounds inspired by BMW’s geometric design language and the signature identity of the i5. These illuminated grids, sculptural forms, and blue light gradients bring depth and motion to the 3D battery model, creating a high tech atmosphere that feels immersive, modern, and aligned with BMW’s innovation-driven brand.
