Challenge

There's a decline in car ownership and customers seek more flexibility. People who want a car but cannot or don’t want to commit to a minimum 2 year lease currently don’t have a viable option to get a car for a few months. Plus, MINI depended on third parties to finance and lease their cars and didn't have a direct customer relationship. The opportunity was to create a flexible car subscription that fills the gap of getting a car for 6-18 months, while reflecting the MINI brand through a lifestyle-driven offer.

Role

As the Lead UX designer, my role was to orchestrate all the UX strategy and combine business goals with user needs through analyzing competitors, user research, wireframing & prototyping, leading workshops and delivering the overall architecture of the site. It truly was a collaborative effort between brand, product design and strategy to bring the full vision to life.

Solution

We created a subscription service that allows customers to have a MINI without the long-term commitment. Everything is included for a monthly fee and it be cancelled at any time. This marked MINI's initial move toward becoming a service-oriented company, aiming to expand its offerings and strengthen its bond with customers. Back in 2020 we launched a responsive website as a pilot in only 2 cities and only 3 car models as a way to validate the concept and since then it's expanded to more cities and now offers more models.