Visual Design
Graphic Design
Environmental Design



ReachNow is (was) a carsharing service operated by the BMW Group in Washington, Oregon and New York. It utilized a mobile app for car sharing reservations, ride hailing, driving and operated a fleet of over 1,000 vehicles.

“Drive or be driven. It’s up to you.” 


BMW RN Project 15

There were a number of projects completed for ReachNow. This project showcases some elements of the visual design process completed for ReachNow’s native app.

Define the problem and specific intentions.
What is the specific situation?

ReachNow sought assistance in personalizing their ‘first-time in vehicle’ UX landing page. Ultimately they wanted more personality added to their mobile app. They not only, felt more personality would help aid the consumer experience, but was simply more appealing to the end user (below shows the original landing page).

What’s the task?
Specify Parameters & comprehend the brief.

Firstly, personable solutions needed to be explored. Then, visually communicate iterations and mockups of how the ‘RIDE & DRIVE’ apps should appear and function. The work was done alongside an internal PM, UX Lead and Copy Writer to effectively refine and flush out the marketing direction and solutions to reach project goals. Communication was performed through Asana, Email and quick meetups for adjustments (below is initial design direction).

What actions were taken?
Exploratory & Execution of Original Concept.

Concepts were explored while market research and competitive analysis were explored by the internal team. Uber and Airbnb design systems were sought for inspiration and worked closely with the PM to execute requested vision. Utilized imagery and made design calls on color and typography with intent to aide with the design direction. Color and icon concepts were explored, however the concepts didn’t deliver. Once ReachNow’s image assets were provided – we worked collectively to choose/edit best assets to communicate/correlate with on screen descriptions (ie Drive Yourself, Where to?, etc..). In the end 170+ design iterations were created between the family of products. Below is the first, third and final iterations of the on-boarding screens. Once final edits were complete and approved, final assets were prepped for developer handed off.



Revision 3





What was the result?
k and final handoff.

ReachNow’s internal crew responded positively to the final iterations and used screens to decorate their Seattle office. Product launched late summer of 2018. User feedback was collected to adjust design iterations for the future iterations of the product.



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