Client
MINI USA
—
Collaboration
Beam
Birch Norton
Josh Deane
January Oliva
Ben Witla
Scott Niejadlik
Jim Rich
Evan Lavidor
Richard Shideler
Matthew Smith
Henry Wu
—
Services
Digital
Social
—
Photography
MINI USA
BMW AG
—
Awards
Webby
Cannes Lions
One Show
—
Industry
Automotive
Retail

Challenge

As the US compact car market was heating up, MINI decided to refresh its online presence. As the first redesign in more than five years, it needed to offer a delightfully simple experience that felt MINI to both current and future owners. Key focus areas were identified, based on user feedback from the existing site. Strategically, the site needed to become a hub for all things MINI and to encourage interesting ways for MINI owners to share motoring experiences with each other. Technically, the site needed a more intuitive model builder and responsive consistency across all platforms. We went to work.


Solution

Working closely with design and development teams at Beam, headed by Birch Norton and Josh Deane, we helped create a responsive site with simpler navigation and a vertical page structure that provides quick access to major content areas and encourages owners to share videos, pics, and social content.

MINI's entire dealer website network was updated with improved consistency and provided new price quoting and test drive scheduling features. The model configurator was also fully redesigned. Now capable of producing more than fifty million ways to customize your future MINI, the configurator allows you to build your dream machine before heading over to the dealership. As Mini is the most customizable car on the block, user-generated photos are used across the site to drive home the customization point while including owners in the process.

Role included collaboration and design of the MINI models, John Cooper Works Racing, history, news, model configurator, mobile, photography curation, and other aspects of the site. Photography for the website was provided by BMW AG to be curated and retouched at Beam.


Results

J.D. Power rated the new website as one of the best car-building experiences on the market. The new site was featured in Newsweek and The New York Times and won multiple awards including Webbys, Cannes Lions, and One Show. Customers started spending a lot more time on the website—a typical user's time exploring their future Mini increased from 10 minutes to 30.


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