Initial Situation
BMW AG was undertaking a comprehensive relaunch of its international website — a project of considerable significance for the digital brand presence of one of the world's leading premium automotive manufacturers. The existing platform was to be fundamentally modernised to meet the heightened demands around personalisation, user experience and international scalability.
My Approach
As Business Analyst I worked within the Scrum team and took on a versatile role that went beyond classic analysis:
- Product Owner representation: In the absence of the Product Owner I assumed backlog prioritisation and sprint management to ensure continuity of development
- Personalisation concepts: Contributing to the design of personalised content and user experiences for the international website
- Concept consulting: Developing and evaluating feature concepts in close coordination with UX designers and developers
- Process analysis: Documenting existing workflows and producing detailed process descriptions as a basis for the new development
- Information architecture and usability: Structuring content for intuitive navigation and optimal discoverability across all country variants
The work required the ability to switch between strategic concept work and operational sprint delivery, while meeting the quality standards of a premium automotive manufacturer.
Results
- Co-created the successful relaunch of the international BMW website
- Established personalisation concepts for country-specific user experiences
- Documented process landscape as a foundation for the new development
- Smooth sprint continuity through Product Owner representation
- Optimised information architecture for the international platform
Technologies / Methods Used
- Business Analysis and Requirements Engineering
- Scrum (team member, Product Owner representation)
- Concept design and consulting
- Information architecture
- Usability optimisation
- Process analysis and workflow documentation
- Personalisation concepts