MINI wanted to create a rich and interactive web experience resembling an app that mimics the browsing nature of a paper brochure. Using the new MINI – launched in 2014 – as the pilot model for a series of brochure web apps. The touch based journey takes you through a story of the car from past to present, highlighting the key features and characteristics using interactivity to bring it life. Customise your exterior, get a grip on the technology, and book a test drive straight through the app.
Working closely with the key stakeholders in MINI HQ in Munich, we adopted the same approach we used for the global platform design. Releasing and constantly improving the solution, in sprints and release cycles. In small teams of creative, developers, and UX we created quick prototypes illustrating how we saw interactions, animation, and transitions – these varied from HTML animation motion studies through to the fully developed feature. We worked alongside the client and talked them through every step of the journey.
The web app works both on Android and iOS and is one of the first of its kind in the automotive world. It was so successful with MINI that already 42 markets have adopted the platform and other brochure apps are being developed already for other MINI models such as the MINI Countryman, and MINI Paceman. It is planned to do versions for dealerships around the world. Future releases will see the introduction of more models and some attention-grabbing new features.