Overview

AlphaGuide isn't a classic car leasing application but rather a companion app for long rental period drivers (2-4y).
Here, no car booking system, but rather a collection of features that help drivers with their journeys (mileage tracker, contract information, roadside assistance, claim management, damage report, etc...).

It's an international application - 13 markets - with as many languages and regulation to support. 

The process •

Reboot workshop → Ideation sessions → Desk research → Emphaty map → Tech spike & sync → First sketches → Architecture flow & wireframe → Prototyping & testing → Iteration → Visual design & motion assets → Documentation & Design system → Design QA

Workshop (1/3) • Re-Branding & V.2.0

When I joined the team - late 2018 - Alphabet already had a product out for a few years which, in my opinion, wasn't up to par with the group image and ambitions.  
My mission & personal challenge revolved around making a gigantic group like Alphabet BMW realize the urge to pivot and redefine their product strategy & brand identity, in order to catch up with the competition. Quite the daunting task ;)

As a starting point, and as a small warm up of the kickoff workshop, we encouraged them to go through a rebranding exercice, which would take them back to their roots and define their "essence of driving".
 
Together, we reflected on what is mobility about? What is the core of driving? What makes driving memorable?
On a very basic level, "Driving is a journey punctuated with sceneries & memories". To get this vision right, it was important to leverage imagery - with parsimony - to create a memorable experience. While driving, you create memories through landscapes and landmarks (“I remember - when we went on a trip - seeing...”) and you can get emotionally involved (“I like going through here because it’s nicer”). It came up as an evidence to link the brand and our product to those emotions.

"Driving is also about being in motion" and Motion design is a core element of todays’ UI, as it helps users understanding better interaction patterns and required actions.

Finally, driving is about being "efficient" at providing information clearly. Thus, we made sure to keep information in focus along with providing a clean and mordern look to the content, creating a set of components, easily accessible and straight to the point.

Overview

AlphaGuide isn't a classic car leasing application but rather a companion app for long rental period drivers (2-4y). Here no car booking system, but rather a collection of features that help drivers with their journeys (mileage tracker, contract information, claim management...).

It's an international application - 13 markets - with as many languages and regulation to support. 

The process •

Reboot workshop → Ideation sessions → Desk research → Emphaty map → Tech spike & sync → First sketches → Architecture flow & wireframe → Prototyping & testing → Iteration → Visual design & motion assets → Documentation & Design system → Design QA

Re-Branding & 2.0

 When I joined the team - late 2018 - Alphabet already had a product out for a few years which, in my opinion, wasn't up to par with the group image and ambitions.  
My mission & personal challenge revolved around making an gigantic group like Alphabet realize the urge to pivot and redefine their strategy & brand, in order to catch up with the competition. Quite the daunting task ;)

As a starting point, we encouraged them to go through a rebranding exercice which would take them back to their roots and define their "essence of driving".
 
We reflected on what is mobility about? What is the core of driving? What makes driving memorable?
On a very basic level, "Driving is a journey punctuated with sceneries & memories". To get this vision right, it was important to leverage imagery - with parsimony - to create a memorable experience. While driving, you create memories through landscapes and landmarks (“I remember - when we went on a trip - seeing...”) and you can get emotionally involved (“I like going through here because it’s nicer”). It came up as an evidence to link the brand and our product to those emotions.

"Driving is also about being in motion" and Motion design is a core element of todays’ UI, as it helps users understanding better interaction patterns and required actions.

Finally, driving is about being "efficient" at providing information clearly. Thus, we made sure to keep information in focus along with providing a clean and mordern look to the content, creating a set of components, easily accessible and straight to the point.

Design Principles refresh

I believe a re-branding should automatically involve a refresh of the design principles to make sure you convey the right idea to client. You want to make sure we speak the same language and have the same vision for the product we are co-creating or refreshing.

Design Principles refresh

I believe a re-branding should automatically involve a refresh of the design principles to make sure you convey the right idea to client. You want to make sure we speak the same language and have the same vision for the product we are co-creating or refreshing.

Then, we asked the client to go through a quick personas definition exercice, to make sure our original personas were still relevant years later. Pleasant surprise, they were still pretty accurate and didn't feel the need to revisit it deeper.

Then, we asked the client to go through a quick personas definition exercice, to make sure our original personas were still relevant years later. Pleasant surprise, they were still pretty accurate and didn't feel the need to revisit it deeper.