BMW Customer Journey | Digital Automotive Retail Platform

Core Technologies

Project Overview

At NETSOL, I worked on BMW Customer Journey, a configurable digital retail platform built for BMW USA dealerships. The project was awarded directly by BMW after a shortlist of 10 global companies and delivered under a 1-year contract.

My work focused on digitizing key parts of the dealership buying journey, including customer tracking, license verification, document signing, payments, credit applications, dealer website entry points, and automated performance monitoring. The platform currently supports around 10+ BMW dealerships.

Product Context

BMW Customer Journey connects multiple steps of the automotive retail process into one configurable flow. Customers can start from a dealership website, estimate payments, submit credit details, verify their license, sign documents, and complete payments without relying on fully manual dealership visits.

The platform builds on AppExNow services including Drift, Hubex, Dock, Lane, and Index for customer journeys, third-party integrations, document generation, order management, inventory, lending configurations, and dealership setup.

Key Contributions & Impact

Product & Engineering

1. Built configurable dealership workflows for BMW Customer Journey, supporting a rollout across 10+ BMW USA dealerships.
2. Added analytics coverage for 3 event types — button clicks, page navigation, and page landings — improving customer behavior and lead funnel visibility.
3. Delivered Mitek license verification across 5 applicant/co-applicant flows, replacing in-person dealership verification with a digital process.
4. Implemented Lightico document signing to support multi-step PDF workflows that previously required dealership visits.
5. Enabled Stripe payment handling for ACH, one-time, deposit, and recurring payment flows within the digital customer journey.
6. Developed a multi-step digital credit application that helps customers receive BMW purchase eligibility responses in under 1 hour.

Ownership & Leadership

1. Spearheaded the Payment Estimator as a standalone entry point for BMW Customer Journey, embeddable into dealer websites through a script regardless of their technology stack.
2. Designed the estimator to support multiple inventory providers, currently integrating with DealerOn and DealerAddOn while remaining extensible for future providers.
3. Built a Playwright + Lighthouse dashboard to monitor authenticated and unauthenticated flows across 2 applications per deployment.
4. Stored historical Lighthouse audit data to compare performance trends over time and help teams detect frontend regressions.
5. Drove reusable workflow patterns so dealership-specific journeys could be configured without rebuilding the entire experience.

Technical Challenges

The main challenge was turning a complex dealership buying process into a smooth digital journey while keeping the platform configurable for different dealership workflows.

Key challenges included managing multiple application types, handling applicant and co-applicant verification paths, integrating third-party signing and payment sessions, embedding the Payment Estimator into dealer websites through a script, and automating performance monitoring across authenticated flows.

Conclusion

BMW Customer Journey strengthened my experience as a senior product engineer working across customer experience, platform integrations, third-party services, payments, identity verification, analytics, and performance automation.

The project helped me grow in technical ownership: leading complex frontend modules, coordinating integration-heavy delivery, building reusable systems, and connecting engineering decisions to real dealership workflows for a high-value enterprise client like BMW.