From Static
to Contextual:
Feature and Content display
based on different context triggers
Role
Product Designer
Product Owner
Team
3 SCRUM dev teams
18 people
Scope
User Research; UX Design; Prototyping; User Testing; Product Strategy; Handoff
The Challenge
By late 2021, BMW’s MyBMW app served over 14 million global users, yet its Navigation tab – the second most used hub – suffered from confusing navigation, low feature discoverability, and technical debt that made adding new functionality nearly impossible. Users were getting stranded in flows they couldn’t exit, and the rigid architecture couldn’t serve diverse global markets effectively.
My Role
As a Senior Product Designer, I initiated the server-driven UI concept, defined strategy and roadmap, coordinated three development teams, led user-story mapping sessions, moderated research, and drove stakeholder alignment from concept through high-fidelity delivery.
Key innovation
Server-driven UI architecture enabling real-time feature deployment and market-specific customization
Core Skills Demonstrated
Enterprise UX strategy, Cross-functional leadership, Technical innovation, Global scalability, Research-driven design
My Strategic Approach
- Server-driven UI - Pioneered SDUI concept enabling real-time feature customization without app releases;
- Cross-functional Leadership - Coordinated design, research, and development teams across three countries;
- User-centered Iteration - Led comprehensive research sessions and translated insights into scalable solutions;
- Modular Architecture - Created flexible foundation supporting diverse market needs and A/B testing capabilities;
Measurable Impact Delivered
User Experience
- Map tab adoption: 43% → 60% (meeting the area's defined goal in a 6-month span);
- Task completion time: Reduced by 40% (improvements on the service calls,
- Feature discovery: Secondary features increased by 35% ('My Destinations'; 'Map settings')
- Monthly active usage: Increased by 12%
Business Results
- Paid service conversions: +8% (parking, EV charging)
- Time-to-market: Cut in half for new features
- Maintenance effort: Reduced by 30% (Server-driven UI
- Loading times: Key actions now load in milliseconds