Digital experience

May 2018

Creating a new personalised experience for BMW M Drive Tour

Project overview

The BMW M Drive Tour is a series of premium events allowing current and prospective BMW customers to drive the complete portfolio of BMW's signature M vehicles around Europe's iconic race tracks. In doing so, they fully discover the capabilities of the BMW M brand.

BMW were keen to explore how they could enhance the experience and amplify overall emotional engagement to drive affinity. As a result, BMW and ZeroLight collaborated on a series of fully connected, customer-centric digital experiences delivered pre, during, and post event. Read more about the project here: bmw m drive tour virtual experience

My role

Lead Designer & Project Lead



My team

1 Designer

1 Engineer

1 Product Manager

Mobile & Desktop UI

My role

I was the project lead for the BMW M Drive Tour which consisted of planning and creating the entire project flow so that each member of the team had a full understanding of the project.

I was responsible for all of the digital design work including all of the art direction and worked with cross functional teams to ensure a successful delivery. I also worked closely with BMW and their agency Adwerba from the initial kickoff meeting to regular touchpoint throughout to make sure what we delivered was a highly polished end to end experience for their customers.

Final UI

View the website live here: