Blog /
eCom
BMC Switzerland
Aligning teams and simplifying navigation for a seamless e-commerce experience
Objective
Help BMC simplify their website navigation and align marketing and IT teams to prepare for a global e-commerce rollout.
Results
Client
BMC Switzerland
Industry
Retail, Bike Manufacture
Project Time
1 month (2023)
Methods
- Customer Journey Map
- Personas
- Wireframes
Company Profile
BMC is a high-end Swiss bicycle manufacturer known for precision engineering and design excellence. As the company expanded its product lines and prepared for a fully integrated online sales model, they needed a website structure that could communicate complexity without overwhelming customers.
The challenge
As BMC’s product range grew, the website navigation became increasingly complex. Customers struggled to understand subtle product differences between models, and the site’s structure no longer reflected BMC’s evolving e-commerce goals.
Behind the scenes, misalignment between marketing and IT teams made progress difficult: marketing managed content, IT managed interaction design—and they weren’t fully in sync.
BMC needed a way to bring these groups together, define a shared direction, and rebuild the navigation system from the ground up.
“Frauke helped us align marketing and IT around a shared vision. Her workshops turned complexity into clarity—and brought new energy to the team.”
Approach
My role was to act as a strategic UX consultant and facilitator—helping the internal teams align, visualize, and decide faster.
Team Alignment Workshop
I started by organizing a series of collaborative working sessions with both marketing and IT teams.
Together, we mapped key pain points, defined goals for the new navigation, and clarified how e-commerce would shape user expectations.
These sessions helped uncover not only structural issues but also communication gaps between departments.
Navigation Redesign
Building on our workshop insights, I developed:
User flows showing key decision paths for shoppers
Wireframes and interactive prototypes to visualize navigation concepts
Component-level recommendations to ensure scalability for future product lines
Through iterative feedback, we created a design system that balanced marketing storytelling with functional clarity.
Cross-Team Facilitation
Throughout the process, I acted as a bridge between marketing and IT—translating technical constraints into user-centered decisions and ensuring everyone felt heard and aligned.
Clearer Product Navigation
The new structure makes it easier for customers to find and compare bikes, supporting BMC’s future e-commerce goals.
Improved Team Collaboration
The process improved communication between marketing and IT, setting the stage for smoother future projects.
Strategic Foundation for E-Commerce
The updated navigation became a cornerstone for BMC’s upcoming online ordering experience—built on a shared understanding of customer and business needs.
