Following the successful roll-out of BMW’s digital experience, MINI’s project required an accelerated yet brand-tailored approach. Since the business had already invested in the platform, we leveraged intelligent re-use of BMW’s core framework while identifying and amplifying key brand differentiators.

MINI’s brand behaviour is inherently different from BMW—with a smaller model range, a more playful tone, and a strong emphasis on personalisation. Our key challenge was defining the digital touchpoints that would best bring this experience to life.

The MINI brand is built on customisation and emotional connection with its vehicles. This meant that the model selection and personalisation process had to be more than just functional—it needed to be immersive and engaging. We examined existing pain points in traditional model selection:

With these insights, we crafted a solution that prioritised playful, visually engaging, and action-oriented navigation, ensuring that every step of the journey reflected MINI’s brand essence.

We redesigned the model selection experience to feel more dynamic and engaging, treating it as the centrepiece of the user journey. Instead of a static catalogue, we introduced a visually immersive selection process where users could explore MINI models interactively. Inspired by video game UI, we placed the car at the centre, surrounded by intuitive options like financing, test drive booking, and accessories. Smooth transitions, rich imagery, and a seamless navigation flow enhanced engagement, making personalisation effortless and enjoyable.

This project wasn’t just about designing for different breakpoints—it also required a strong focus on interaction design. At the time, I was actively learning After Effects, and this project gave me a great opportunity to apply those skills in a real-world setting. Since it involved a considerable amount of motion, QA had to be extremely thorough, ensuring that the animations were implemented as intended and worked seamlessly across devices. This experience helped me better understand the connection between design and development, as well as the challenges of bringing motion design into production.

Later in the project, we integrated the design system developed for mini.co.uk, which meant adapting the existing styles to align with the new system. For areas where full alignment was difficult, I worked on finding compromises that maintained consistency while preserving the core design. Before this, there wasn’t a properly set up design library, so this process also became an opportunity to establish one specifically for this project. Through this, I gained a deeper understanding of design systems, how to implement them efficiently, and how to balance structure with creative flexibility.