A little bit background about the project
The programme created from the synergetic efforts from the BMW Group, facilitating an enriched lifestyle beyond driving to consumers.
Agency: Serviceplan
Role: Digital Art Director
Client: BMW CRM
BMW Loyalty Programme
BMW Group aimed to develop an app to enhance the car purchasing experience and provide long-term services after purchase, including after-sales support. The app was designed specifically for BMW owners, reflecting the premium experience of the BMW ecosystem. Key brand differentiators, futuristic, innovative, premium, and responsible, guided the overall tone, activities, and user experience of the loyalty programme.
Another important factor was delivering a state-of-the-art mobile experience tailored to the Chinese market. The app merges both Western and Chinese design influences to create a seamless and comprehensive user experience.
Main pages
Foundation handbook
POP UP Notification
It is all about attention and reaction time: Information are coded in visual, aural and tactile channel. Here you have primer of visual coding. Visual coding could be signs or text.
You have shorter time of reaction to primary colors (red yellow blue) and there is some kind of international standard which determine meaning of colors ( red-stop, green -workable... etc...) That is the reason why red.
Membership system
