Sign and Go
BMW • MINI
Overview
The brands of the same group BMW and MINI needed to launch a new way of financing their vehicles, the sign and Go. It works with installments and at the end you have an amount of money to pay off your vehicle or you can exchange your vehicle for a new one, restarting another financing. In this way the brand favors its customers and gives the opportunity for some customers to enter, for the first time in contact with them.
Details
Role: Senior User experience
Company: Ogilvy & Mather agency
Client: BMW and MINI
Project: Sign and Go
My role
I was the main senior UX design responsible for the role project and the lead team.
We did research, benchmark, worked with the BI team and prototyped.
Main tasks
1. know the world of MINI and BMW
2. Understanding with the competition this new financing system was already working
3. chat with customers
4. through partnership with DATA and SO, understand the aspirations and forms of consumption of the public
5. design the solution with 100% usability
6. generate lead
The Research
With the help of DATA / SEO we seek to find out which is the main data, most consumer interest in financial plans similar to Sign & Go BMW.
Searched Words
Among the most searched words among these automakers appear with more 600,000 mentions of the Volkswagen, Hyundai and Audi brands with the terms: Volkswagen, buy right, Audi, my new car and financial simulator.
The automaker would like to use a term “balloon” to refer to this new form of financing. But in the research it was clear that the Brazilian consumer is not used to the term “balloon” when referring to the
financing style. Assemblers are very divided in research
next to the term, none hold the name balloon as property. But regardless of the search term, there was always a word
related to 0% of taxs.
The Solution
Together with the DATA team, we decided that the best solution would be to keep the name in English, which was well liked by the public of both automakers, and we concluded that it was up to the user to choose the installment forms, including the taxes and we include a recommendation from the automaker, helping in the best choice of the user.
