Employee Brand Experience
BMW
BMW embarked on a digital transformation initiative to enhance its production system by replacing analogue process boards with a fully digital solution.
As an Experience Designer, my role was to lead the creation of a user-centered digital process board, aligning with BMW’s digitalization strategy. This transition required extensive user research and an intuitive UI to ensure a smooth adaptation for employees accustomed to traditional methods.
The primary challenge was not only to improve usability but also to increase employee engagement, reduce errors, and seamlessly integrate the new system into daily workflows.
Strategy
- Digitize BMW’s production system with a user-centered digital process board, prioritizing usability and process efficiency.
- Align the design approach with BMW’s broader business objectives.
- Initiate a gamification strategy to boost employee engagement and brand identification, supporting the overall digital transformation.
Research
- Conducted user research with BMW production staff through interviews, usability tests, and workshops.
- Translated insights into actionable UX/UI recommendations and developed user stories for briefing developers.
Concept
- Designed wireframes and UX guidelines based on research to optimize usability.
- Developed a gamification concept allowing employees to track their performance, encouraging adoption of digital tools.
Realization
- Iteratively tested and refined prototypes through feedback loops, leading to live implementation within the production system.
- Coordinated with developers to ensure a smooth transition during the go-live phase.
Outcome
The project successfully transformed BMW’s production process by replacing analogue process boards with a user-centered digital solution, improving usability by 20%.This reduced errors and workflow interruptions while increasing employee motivation and adaptability to the new system.
The self-initiated gamification feature was a major success, with over 50% of employees participating in the virtual gaming feature. This boosted motivation, engagement, and reinforced brand identification.
By combining process efficiency with employee engagement, the project demonstrated the power of user-centered design in driving operational success. BMW recognized this initiative as a critical step in their digitalization strategy.
The ePDCA system allows employees to report errors and interruptions within the production process. Now fully digital, this tool enables global internal connectivity, allowing teams across different locations to collaborate and find solutions faster.
The game-based app enables employees to track their daily work progress while incorporating interactive game features, such as trading cars and completing challenges. These elements help motivate employees, visualize achievements, and foster a stronger connection to BMW’s brand & digital ecosystem.
