BMW
Motorrad Club Visconteo
A UXP Master Program Project
The Client
BMW Motorrad Club Visconteo is the largest motorcycle club in Italy with over 800 members; owners of BMW motorcycles are eligible for membership and share their passion for BMW by organizing tours and gatherings for members.
The Challenge
It was to understand club members' behaviors, needs, and pain points, and to propose new methods, features, and services on their website and other touch points to improve the overall member experience at the club.
TIMELINE
Five days sprint in March 2022.
THE TEAM
5 students from the UXP master's program:
Arianna, Dario, Ladin, Rocío, and me.
Methodologies
UX Research was conducted with a human-centered approach. We had three 1-hour phone interviews with different members of the Club. The objective of the interviews was to define personas and customer journeys.
Persona
We identified 2 personas:
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the community seeker
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the community manager
We decided to deepen our analysis of the latter persona. The reason for this is that the latter persona performs the administrative tasks for the clubs and tours. We felt that focusing on this persona would improve the overall club experience.
User Journey
We mapped out the user journeys "As-Is" and came up with the journeys "To-Be". From our analysis, we found some steps that affect their emotion.
Positive Moments
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Steps like "dreaming" about the tour
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Driving the BMW on the tour
Negative Moments
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Get feedback from members
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Membership and tour payment process
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planning and coordinating tours for large groups
We focused on improving the digital touchpoints and improving the steps that could be taken by the website to ease the burden on the community managers.
The Proposal
We proposed "myMCV", a tool that would allow club members to create their own profiles on the club website.
This would enable members to vote on tour proposals, answer surveys, and post feedback on tours. This will give the community managers the information they need to improve clubs and tours and increase community satisfaction.
Key Take Away
Through user research, we experienced the importance of methods to understand users' pain points and needs.
On the other hand, I also realized that sometimes users themselves do not perceive issues, and sometimes it is necessary to propose solutions from our side.