BMW'S
ALPHABET APP
Alphabet, a BMW Group company, is a global leader in business mobility solutions. With deep expertise in fleet and commercial vehicle management, the brand helps companies manage mobility smarter, more sustainably, and at scale.
I was brought in by Ustwo as Design Lead to join the Alphabet team in Malmö. Our brief: rebrand and redesign key features of the Alphabet app to elevate the customer experience, boost engagement, and align with the CEO’s 2023 vision — repositioning the app as the strategic centre of the business.
My first task was to translate the thinking behind Alphabet’s new brand identity and marketing site — created by an external agency — into a mobile experience that felt native, intentional, and useful.
Focusing on four key markets — the UK, France, Germany, and Spain — we developed a suite of purposeful in-app features designed to support drivers on both long and short journeys. The goal was simple: make Alphabet the perfect pocket companion for modern mobility.
We refined the visual language to feel more cohesive and trustworthy, while introducing a touch of playful personality. This included crafting a distinctive new app icon that stood out on any home screen.
Driven by user feedback, the redesign led to a measurable uplift in customer satisfaction, app engagement, and perceived value.
The new app icon is built to feel solid, timeless, and unmistakably trustworthy — a visual signal of reliability at a glance. Its bold form reflects the confidence of a top-tier mobility app, while the hot pink keyline, radiating from the centre, hints at the journey ahead. It’s a simple but powerful symbol of progress, movement, and momentum — designed to stand out and speak clearly to users, wherever they are.
App icon/Loading screens
Home screen features UI/UX and brand image creation
The UX was built around the needs of drivers — prioritizing ease, clarity, and quick, thumb-friendly interactions for use on the go. Every feature was designed to be accessible in motion, with an intuitive flow that reduces friction and enhances utility.
For the visual layer, I developed an image style rooted in the idea of “abstract in the real world.” This meant blending real-life scenes with subtle digital cues — nods to the emerging metaverse and virtual worlds — to create a sense of layered meaning. The visuals combine people, vehicles, motion, and signage to tell a richer story of distance, progress, and purpose.
Damage report feature
Fleet drivers are required to report vehicle damage quickly and accurately — a task that often led to costly call centre calls. To solve this, I designed a self-serve guidance tool that empowers drivers to capture and submit detailed damage reports directly within the app.
Built with a user-first approach, the tool offers clear, step-by-step prompts that walk drivers through the reporting process. It’s intuitive by design, ensuring that even users with limited technical experience can complete reports with confidence.
The result: less dependency on support teams, faster resolution times, and a smoother experience for everyone on the road.
More on this project soon...
Helping brands define & deliver their story. DanVirgo specialises in building premium websites, brands & marketing campaigns.
Digital
Design & Dev
​
Website design & development
eCommerce design & development
User Experience & Interface Design
User Journey Design
Custom Animation
Digital strategy
Sound design
Branding
& Art direction
​
Art Direction
Brand Identity
Brand Strategy
Tone of Voice
Graphic Design
Print Design
Illustration & Infographics
Packaging Design
Digital
& print marketing
​
Digital Marketing Campaigns
Social Media Marketing
Email Marketing
Online Advertising / PPC
Search Engine Optimising
Marketing strategy
Content creation
Composing music for campaigns