BMW Retail Online


Purchasing goods of all kinds is increasingly moving to the internet and this trend does not stop at the car industry. Therefore BMW wanted to launch a digital end-to-end buying solution for their cars.


When I joined the project, the MVP version had already been launched in a test market and customers would already buy BMWs through the web platform. We kept on testing and iteratively improving it. We refined existing features and integrated new ones – based on insights from data, customer feedback, and usability tests.


The award-wining BMW Retail Online platform generated hundreds of car purchases, thousands of live chats with a ‘BMW Genius’ and lots of positive press. Driven by this success, it has been rolled out globally and is now available to BMW customers around the world.

Project Basics

  • Type of WorkWork at SinnerSchrader
  • Year2015
  • Timeframe1 year
  • My ResponsibilitesUX Concept · Development Support · Documentation
  • TeamCross-functional Scrum Team
  • ToolsAxure · Confluence · Framer · Jira