NIGEL EVAN DENNIS
CREATIVE LEADER, DESIGNER, ARTIST
Good afternoon
NIGEL EVAN DENNIS
CREATIVE LEADER, DESIGNER, ARTIST
Good afternoon
Transforming BMW’s Most Important Digital Shopping Tool
Client
BMW USA
Role
Creative Director, UI Designer
Led the creative direction and UI for BMW’s Build Your Own configurator, transforming a complex configuration engine into a simple, premium experience. The work increased engagement, improved build completion, and strengthened one of BMW’s top digital lead-generation tools.
02
BMW USA
02
BMW USA
02
BMW USA
01
BMW USA
01
BMW USA
01
BMW USA
Overview
BMW’s Build Your Own configurator is a flagship digital shopping experience designed to reflect the precision and premium quality of the vehicles themselves. As Creative Director and UI lead, I shaped the product vision and interface, guiding the redesign toward an intuitive, high-end experience that simplified complexity without sacrificing depth.
Overview
BMW’s Build Your Own configurator is a flagship digital shopping experience designed to reflect the precision and premium quality of the vehicles themselves. As Creative Director and UI lead, I shaped the product vision and interface, guiding the redesign toward an intuitive, high-end experience that simplified complexity without sacrificing depth.
Overview
BMW’s Build Your Own configurator is a flagship digital shopping experience designed to reflect the precision and premium quality of the vehicles themselves. As Creative Director and UI lead, I shaped the product vision and interface, guiding the redesign toward an intuitive, high-end experience that simplified complexity without sacrificing depth.
Transforming BMW’s Most Important Digital Shopping Tool
Client
BMW USA
Role
Creative Director, UI Designer
Role
Creative Director, UI Designer
Led the creative direction and UI for BMW’s Build Your Own configurator, transforming a complex configuration engine into a simple, premium experience. The work increased engagement, improved build completion, and strengthened one of BMW’s top digital lead-generation tools.
03
BMW USA
03
BMW USA
03
BMW USA
04
BMW USA
04
BMW USA
04
BMW USA
Problem & Opportunity
BMW needed its Build Your Own configurator to match the quality and precision of its vehicles. The experience was powerful but overwhelming, exposing users to complex product rules instead of guiding them through a premium, modern journey. As Creative Director and UI Designer, I helped transform Build Your Own into a flagship digital product that simplified decision-making, elevated the brand, and improved how customers explore, personalize, and prepare to purchase a BMW.
Problem & Opportunity
Problem & Opportunity
BMW needed its Build Your Own configurator to match the quality and precision of its vehicles. The experience was powerful but overwhelming, exposing users to complex product rules instead of guiding them through a premium, modern journey. As Creative Director and UI Designer, I helped transform Build Your Own into a flagship digital product that simplified decision-making, elevated the brand, and improved how customers explore, personalize, and prepare to purchase a BMW.
05
BMW USA
05
BMW USA
05
BMW USA
06
BMW USA
06
BMW USA
06
BMW USA
07
BMW USA
07
BMW USA
07
BMW USA
08
BMW USA
08
BMW USA
08
BMW USA
09
BMW USA
09
BMW USA
09
BMW USA
Solution & Vision
The vision was to make the process of building a BMW feel seamless, emotional, and precise. We repositioned the configurator from a technical tool into a guided, visual journey centered on the car itself.
The redesigned experience used a modular interface that kept the vehicle as the hero at all times. Every choice updated instantly, reinforcing confidence and maintaining momentum. The design language balanced BMW’s engineering rigor with warmth and clarity, making advanced configuration feel surprisingly simple.
Creative Approach
01
Minimal, modular system focused on clarity and performance
02
An always-on vehicle view paired with a structured, decision-aligned content flow
03
A premium visual language that feels refined, balanced, and distinctly BMW
Solution & Vision
Solution & Vision
The vision was to make the process of building a BMW feel seamless, emotional, and precise. We repositioned the configurator from a technical tool into a guided, visual journey centered on the car itself.
The redesigned experience used a modular interface that kept the vehicle as the hero at all times. Every choice updated instantly, reinforcing confidence and maintaining momentum. The design language balanced BMW’s engineering rigor with warmth and clarity, making advanced configuration feel surprisingly simple.
Creative Approach
01
Minimal, modular system focused on clarity and performance
02
An always-on vehicle view paired with a structured, decision-aligned content flow
03
A premium visual language that feels refined, balanced, and distinctly BMW
10
BMW USA
10
BMW USA
10
BMW USA
11
BMW USA
11
BMW USA
11
BMW USA
12
BMW USA
12
BMW USA
12
BMW USA
13
BMW USA
13
BMW USA
13
BMW USA
14
BMW USA
14
BMW USA
14
BMW USA
My Role
As Creative Director and UI Designer, I led the end-to-end digital experience. I shaped the interface system, guided the UX approach, and partnered closely with designers, strategists, 3D teams, and engineers to translate complex logic into clean, intuitive interactions.
My role centered on creating a design system flexible enough to handle thousands of combinations while remaining calm, modern, and premium. I directed the creation of interface patterns, visual states, transitions, and messaging that validated choices and reduced cognitive load.
01
Led multidisciplinary team across UX, design, content, and engineering
02
Designed the full interface system and configuration flow
03
Simplified complex back-end logic through clear UI patterns
04
Collaborated with BMW stakeholders to maintain brand integrity
05
Built a scalable foundation for future models and experiences
My Role
My Role
As Creative Director and UI Designer, I led the end-to-end digital experience. I shaped the interface system, guided the UX approach, and partnered closely with designers, strategists, 3D teams, and engineers to translate complex logic into clean, intuitive interactions.
My role centered on creating a design system flexible enough to handle thousands of combinations while remaining calm, modern, and premium. I directed the creation of interface patterns, visual states, transitions, and messaging that validated choices and reduced cognitive load.
01
Led multidisciplinary team across UX, design, content, and engineering
02
Designed the full interface system and configuration flow
03
Simplified complex back-end logic through clear UI patterns
04
Collaborated with BMW stakeholders to maintain brand integrity
05
Built a scalable foundation for future models and experiences
15
BMW USA
15
BMW USA
15
BMW USA
16
BMW USA
16
BMW USA
16
BMW USA
17
BMW USA
17
BMW USA
17
BMW USA
18
BMW USA
18
BMW USA
18
BMW USA
Impact
01
Elevated Build Your Own into a premium, modern flagship shopping tool
02
Increased engagement and build completions across device types
03
Improved quality of leads delivered to dealerships
04
Strengthened alignment between online exploration and sales conversations
05
Became a benchmark for configurators within the luxury automotive category
Impact
Impact
01
Elevated Build Your Own into a premium, modern flagship shopping tool
02
Increased engagement and build completions across device types
03
Improved quality of leads delivered to dealerships
04
Strengthened alignment between online exploration and sales conversations
05
Became a benchmark for configurators within the luxury automotive category
19
BMW USA
19
BMW USA
19
BMW USA
20
BMW USA
20
BMW USA
20
BMW USA
Reflection
This project reinforced my belief that meticulous attention to detail is never wasted. When designing for high-consideration purchases, every pixel, message, and interaction shapes trust. Simplicity is earned — especially when the underlying system is massively complex.
It also affirmed that strong systems unlock freedom. The more intelligent the design foundation, the more confidently teams can experiment, evolve, and sustain excellence over time.
Reflection
This project reinforced my belief that meticulous attention to detail is never wasted. When designing for high-consideration purchases, every pixel, message, and interaction shapes trust. Simplicity is earned — especially when the underlying system is massively complex.
It also affirmed that strong systems unlock freedom. The more intelligent the design foundation, the more confidently teams can experiment, evolve, and sustain excellence over time.
Reflection
This project reinforced my belief that meticulous attention to detail is never wasted. When designing for high-consideration purchases, every pixel, message, and interaction shapes trust. Simplicity is earned — especially when the underlying system is massively complex.
It also affirmed that strong systems unlock freedom. The more intelligent the design foundation, the more confidently teams can experiment, evolve, and sustain excellence over time.
More
↑
Back to Top
NIGEL EVAN DENNIS
CREATIVE LEADER, DESIGNER, ARTIST
Good afternoon
NIGEL EVAN DENNIS
CREATIVE LEADER, DESIGNER, ARTIST
Good afternoon
Transforming BMW’s Most Important Digital Shopping Tool
Client
BMW USA
Role
Creative Director, UI Designer
Led the creative direction and UI for BMW’s Build Your Own configurator, transforming a complex configuration engine into a simple, premium experience. The work increased engagement, improved build completion, and strengthened one of BMW’s top digital lead-generation tools.
02
BMW USA
02
BMW USA
02
BMW USA
01
BMW USA
01
BMW USA
01
BMW USA
Overview
BMW’s Build Your Own configurator is a flagship digital shopping experience designed to reflect the precision and premium quality of the vehicles themselves. As Creative Director and UI lead, I shaped the product vision and interface, guiding the redesign toward an intuitive, high-end experience that simplified complexity without sacrificing depth.
Overview
BMW’s Build Your Own configurator is a flagship digital shopping experience designed to reflect the precision and premium quality of the vehicles themselves. As Creative Director and UI lead, I shaped the product vision and interface, guiding the redesign toward an intuitive, high-end experience that simplified complexity without sacrificing depth.
Overview
BMW’s Build Your Own configurator is a flagship digital shopping experience designed to reflect the precision and premium quality of the vehicles themselves. As Creative Director and UI lead, I shaped the product vision and interface, guiding the redesign toward an intuitive, high-end experience that simplified complexity without sacrificing depth.
Transforming BMW’s Most Important Digital Shopping Tool
Client
BMW USA
Role
Creative Director, UI Designer
Role
Creative Director, UI Designer
Led the creative direction and UI for BMW’s Build Your Own configurator, transforming a complex configuration engine into a simple, premium experience. The work increased engagement, improved build completion, and strengthened one of BMW’s top digital lead-generation tools.
03
BMW USA
03
BMW USA
03
BMW USA
04
BMW USA
04
BMW USA
04
BMW USA
Problem & Opportunity
BMW needed its Build Your Own configurator to match the quality and precision of its vehicles. The experience was powerful but overwhelming, exposing users to complex product rules instead of guiding them through a premium, modern journey. As Creative Director and UI Designer, I helped transform Build Your Own into a flagship digital product that simplified decision-making, elevated the brand, and improved how customers explore, personalize, and prepare to purchase a BMW.
Problem & Opportunity
Problem & Opportunity
BMW needed its Build Your Own configurator to match the quality and precision of its vehicles. The experience was powerful but overwhelming, exposing users to complex product rules instead of guiding them through a premium, modern journey. As Creative Director and UI Designer, I helped transform Build Your Own into a flagship digital product that simplified decision-making, elevated the brand, and improved how customers explore, personalize, and prepare to purchase a BMW.
05
BMW USA
05
BMW USA
05
BMW USA
06
BMW USA
06
BMW USA
06
BMW USA
07
BMW USA
07
BMW USA
07
BMW USA
08
BMW USA
08
BMW USA
08
BMW USA
09
BMW USA
09
BMW USA
09
BMW USA
Solution & Vision
The vision was to make the process of building a BMW feel seamless, emotional, and precise. We repositioned the configurator from a technical tool into a guided, visual journey centered on the car itself.
The redesigned experience used a modular interface that kept the vehicle as the hero at all times. Every choice updated instantly, reinforcing confidence and maintaining momentum. The design language balanced BMW’s engineering rigor with warmth and clarity, making advanced configuration feel surprisingly simple.
Creative Approach
01
Minimal, modular system focused on clarity and performance
02
An always-on vehicle view paired with a structured, decision-aligned content flow
03
A premium visual language that feels refined, balanced, and distinctly BMW
Solution & Vision
Solution & Vision
The vision was to make the process of building a BMW feel seamless, emotional, and precise. We repositioned the configurator from a technical tool into a guided, visual journey centered on the car itself.
The redesigned experience used a modular interface that kept the vehicle as the hero at all times. Every choice updated instantly, reinforcing confidence and maintaining momentum. The design language balanced BMW’s engineering rigor with warmth and clarity, making advanced configuration feel surprisingly simple.
Creative Approach
01
Minimal, modular system focused on clarity and performance
02
An always-on vehicle view paired with a structured, decision-aligned content flow
03
A premium visual language that feels refined, balanced, and distinctly BMW
10
BMW USA
10
BMW USA
10
BMW USA
11
BMW USA
11
BMW USA
11
BMW USA
12
BMW USA
12
BMW USA
12
BMW USA
13
BMW USA
13
BMW USA
13
BMW USA
14
BMW USA
14
BMW USA
14
BMW USA
My Role
As Creative Director and UI Designer, I led the end-to-end digital experience. I shaped the interface system, guided the UX approach, and partnered closely with designers, strategists, 3D teams, and engineers to translate complex logic into clean, intuitive interactions.
My role centered on creating a design system flexible enough to handle thousands of combinations while remaining calm, modern, and premium. I directed the creation of interface patterns, visual states, transitions, and messaging that validated choices and reduced cognitive load.
01
Led multidisciplinary team across UX, design, content, and engineering
02
Designed the full interface system and configuration flow
03
Simplified complex back-end logic through clear UI patterns
04
Collaborated with BMW stakeholders to maintain brand integrity
05
Built a scalable foundation for future models and experiences
My Role
My Role
As Creative Director and UI Designer, I led the end-to-end digital experience. I shaped the interface system, guided the UX approach, and partnered closely with designers, strategists, 3D teams, and engineers to translate complex logic into clean, intuitive interactions.
My role centered on creating a design system flexible enough to handle thousands of combinations while remaining calm, modern, and premium. I directed the creation of interface patterns, visual states, transitions, and messaging that validated choices and reduced cognitive load.
01
Led multidisciplinary team across UX, design, content, and engineering
02
Designed the full interface system and configuration flow
03
Simplified complex back-end logic through clear UI patterns
04
Collaborated with BMW stakeholders to maintain brand integrity
05
Built a scalable foundation for future models and experiences
15
BMW USA
15
BMW USA
15
BMW USA
16
BMW USA
16
BMW USA
16
BMW USA
17
BMW USA
17
BMW USA
17
BMW USA
18
BMW USA
18
BMW USA
18
BMW USA
Impact
01
Elevated Build Your Own into a premium, modern flagship shopping tool
02
Increased engagement and build completions across device types
03
Improved quality of leads delivered to dealerships
04
Strengthened alignment between online exploration and sales conversations
05
Became a benchmark for configurators within the luxury automotive category
Impact
Impact
01
Elevated Build Your Own into a premium, modern flagship shopping tool
02
Increased engagement and build completions across device types
03
Improved quality of leads delivered to dealerships
04
Strengthened alignment between online exploration and sales conversations
05
Became a benchmark for configurators within the luxury automotive category
19
BMW USA
19
BMW USA
19
BMW USA
20
BMW USA
20
BMW USA
20
BMW USA
Reflection
This project reinforced my belief that meticulous attention to detail is never wasted. When designing for high-consideration purchases, every pixel, message, and interaction shapes trust. Simplicity is earned — especially when the underlying system is massively complex.
It also affirmed that strong systems unlock freedom. The more intelligent the design foundation, the more confidently teams can experiment, evolve, and sustain excellence over time.
Reflection
This project reinforced my belief that meticulous attention to detail is never wasted. When designing for high-consideration purchases, every pixel, message, and interaction shapes trust. Simplicity is earned — especially when the underlying system is massively complex.
It also affirmed that strong systems unlock freedom. The more intelligent the design foundation, the more confidently teams can experiment, evolve, and sustain excellence over time.
Reflection
This project reinforced my belief that meticulous attention to detail is never wasted. When designing for high-consideration purchases, every pixel, message, and interaction shapes trust. Simplicity is earned — especially when the underlying system is massively complex.
It also affirmed that strong systems unlock freedom. The more intelligent the design foundation, the more confidently teams can experiment, evolve, and sustain excellence over time.
More
↑
Back to Top