•
2022
Increased BMW Talent Acquisition applications by 44.7%
Increased BMW Talent Acquisition applications by 44.7%
MY ROLE
Lead UX Design
TIMELINE
6 Months
RESPONSIBILITIES
UX Research
UX Research, Stakeholder Presentations, Prototyping, User Testing, UI Design.
Stakeholder Presentations
Prototyping
User Testing
UI Design
A talent acquisition platform seeking a compelling UX approach and immersive experience.
BMW STEP is amongst the most extensive technician training schemes across North America. They are recognized for their practical methodology and thorough enhancement of technical skills. Yet, their official website seemed antiquated and overloaded with content, lacking a narrative to support its value proposition. As a result, the site faced increased bounce rates, diminished traffic, and reduced page duration.
TL;DR
Rebuilt an image tool capped at 80% inventory coverage into a system that generates unlimited GenAI asset combinations, reaching 100% coverage and cutting setup time from 5 minutes to nearly 1 minute.
TL;DR
Rebuilt an image tool capped at 80% inventory coverage into a system that generates unlimited GenAI asset combinations, reaching 100% coverage and cutting setup time from 5 minutes to nearly 1 minute.
PROBLEM
Most visitors left before the program's story reached them
BMW STEP recruits future automotive technicians across North America, but its website was outdated and read like a brochure, not a pitch. Bounce rate was high, and the few live pages that existed didn't connect into a single narrative. Students, parents, and HR all landed on the same undifferentiated content, so none of them got the specific answer they came looking for: what the program actually offers, what it costs, or where it leads. By the time a visitor reached the application, most had already left.
SOLUTION
The story did the recruiting before the form did
A config is a saved AI image template: background, angle and lighting, that can be applied and integrated to any VIN (vehicle). The mandate was to go from one config for the entire inventory to unlimited config-to-VIN combinations, without forcing a new mental model onto existing users. Speed had to scale with coverage: the old flow took about 5 minutes per set, the new one takes one minute.
PROBLEM
Most visitors left before the program's story reached them
BMW STEP recruits future automotive technicians across North America, but its website was outdated and read like a brochure, not a pitch. Bounce rate was high, and the few live pages that existed didn't connect into a single narrative. Students, parents, and HR all landed on the same undifferentiated content, so none of them got the specific answer they came looking for: what the program actually offers, what it costs, or where it leads. By the time a visitor reached the application, most had already left.
SOLUTION
The story did the recruiting before the form did
A config is a saved AI image template: background, angle and lighting, that can be applied and integrated to any VIN (vehicle). The mandate was to go from one config for the entire inventory to unlimited config-to-VIN combinations, without forcing a new mental model onto existing users. Speed had to scale with coverage: the old flow took about 5 minutes per set, the new one takes one minute.
MY ROLE
Lead UX Design
TIMELINE
6 Months
TEAM
For this project, I worked alongside a junior product designer
RESPONSIBILITIES
UX Research
Stakeholder Presentations
Prototyping
User Testing
UI Design
TL;DR
Rebuilt an image tool capped at 80% inventory coverage into a system that generates unlimited GenAI asset combinations, reaching 100% coverage and cutting setup time from 5 minutes to nearly 1 minute.
PROBLEM
Most visitors left before the program's story reached them
BMW STEP recruits future automotive technicians across North America, but its website was outdated and read like a brochure, not a pitch. Bounce rate was high, and the few live pages that existed didn't connect into a single narrative. Students, parents, and HR all landed on the same undifferentiated content, so none of them got the specific answer they came looking for: what the program actually offers, what it costs, or where it leads. By the time a visitor reached the application, most had already left.
SOLUTION
The story did the recruiting before the form did
A config is a saved AI image template: background, angle and lighting, that can be applied and integrated to any VIN (vehicle). The mandate was to go from one config for the entire inventory to unlimited config-to-VIN combinations, without forcing a new mental model onto existing users. Speed had to scale with coverage: the old flow took about 5 minutes per set, the new one takes one minute.
IMPACT
IMPACT
IMPACT
345%
more users compared to pre-launch
345%
more users compared to pre-launch
345%
more users compared to pre-launch
+30%
Organic Search in comparison to previous year
+30%
Organic Search in comparison to previous year
+30%
Organic Search in comparison to previous year
+44.7%
clicks on apply a month after launch
+44.7%
clicks on apply a month after launch
+44.7%
clicks on apply a month after launch
2+
projects designed based on this foundation
2+
projects designed based on this foundation
2+
projects designed based on this foundation
HIGHLIGHTS
HIGHLIGHTS
HIGHLIGHTS
Storytelling in Program Pages
Program pages were design to engage students and also to serve to recruiters as a prospective tool
Program pages had a narrative, starting with a real student video testimonial
Navigation allowed the user to quickly navigate all topics in the page. Being each designed as a hero.
Apply button fixed in the screen. Users can immediately hit apply whenever they feel ready to start the application
Storytelling in Program Pages
Program pages were design to engage students and also to serve to recruiters as a prospective tool
Program pages had a narrative, starting with a real student video testimonial
Navigation allowed the user to quickly navigate all topics in the page. Being each designed as a hero.
Apply button fixed in the screen. Users can immediately hit apply whenever they feel ready to start the application
Info for parents page
Since parents helped the students decide which course to take, we enriched the content and usability of the page dedicated to them.
Charts with information about Financial Stability and how fast students start earning
Testimonials of real students proving the benefits stated in the page
Interactive Career advancement ladder
Streamline all-in-one Application Page
Stepper helped the user to quickly grasp all the requirements for application
Helper text on each field facilitated for the user to know all details of each requirement, reducing back and forth in the application process.
Info for parents page
Since parents helped the students decide which course to take, we enriched the content and usability of the page dedicated to them.
Charts with information about Financial Stability and how fast students start earning
Testimonials of real students proving the benefits stated in the page
Interactive Career advancement ladder
