CASE STUDY 2: BMW / MINI

The Challenge

BMW and Mini dealers needed a tool that allowed customers to locate new car stock quickly. The existing process forced users through multi-page browsing, redundant filtering, and repeated manual queries. For time-pressured sales staff and customers, this created friction at the exact moment purchase intent was highest.

The Approach

I designed a new stock locator that replaced the fragmented browsing model with a single-query, results-first experience.

• Single-query search: I restructured the interaction so that users could locate vehicles through one targeted query rather than navigating through multiple category pages.

• Results-first layout: The interface prioritised available stock, pricing, and location data upfront, reducing the number of clicks from intent to action.

• Dealer-facing optimisation: The tool was designed for use in showrooms and sales environments, where speed and clarity directly impact conversion.

The Outcome

• Reduced vehicle search from multi-page browsing to a single-query results page.

• Cut average task completion time by an estimated 40%, based on the step reduction and streamlined information architecture.

• The unified search pattern was adopted as the foundation for future stock-locator iterations across the BMW and Mini dealer network.