BMW TOS Page

Transformation of  a dense legal document into a user-friendly experience. Easier to navigate and understand.

  • information architecture
  • accessibility (WCAG 2.1)
  • visual clarity
  • ux
  • ui

PROJECT INTRO

AUDIT

SOLUTION

About the case

For many users, this page is a moment of hesitation. On many websites those are the forget ones. By improving the clarity, readability, and structure, I aimed to reduce friction, support transparency, and make legal content less intimidating — without compromising legal integrity. At the same time keeping the classy look of luxury brand.

audit

Accessibility

Lack of semantic structure, contrast ratio could be better.

Cognitive load & readability issue, lack of scannability and user-friendliness.

Sections feels dense, formal, and not visually engaging, which can deter users from reading or understanding important information.

solution

Where am I and what can I do here?

This landing moment establishes immediate clarity: clear H1 headline ("Terms of Service") to anchor user expectations. Supporting bullet list gives a quick scan of what the user can find here. The visual language supports BMW’s premium tone while softening the cognitive load of legal reading.The menu stays consistent and easily scannable, following Jakob’s Law and enhancing orientatio

Design impact: users can identify the purpose of the page within 3 seconds. No scrolling or guessing required.

Guiding users through complexity — one dot at a time.

Instead of dropping users into a wall of text, I introduced a timeline-style layout: dotted navigation (styled to subtly resemble a vertical track) allows progressive disclosure of information. Each section begins with a clear question, following conversational UI patterns to reduce formality and build connection. Key legal elements like data usage, processing purpose, and consent are visually separated, making it easier to understand without legal fluency.

‍Accessibility enhancements: headings marked semantically (H2s, H3s), color contrast improved for readability, ARIA-labels introduced for assistive tech users, logical tab order and clear focus states.

When users reach the end — what next?

Most terms pages leave users at a dead end. Here, I crafted a "dig deeper" footer that acts as both a sitemap and soft re-entry into the broader BMW digital world: three-column layout keeps content scannable.

Left: quick links for service-related needs
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Center: ecosystem of BMW sites for continued journey
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Right: brand trust signals via social media and legal links
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Smart horizontal navigation enables “what else can I do?” without needing to scroll back to the top.

A traditionally overlooked page is now a clear, guided, and elegant experience, this redesign builds brand credibility, supports data transparency, and respects the user’s time and cognitive effort.

TABLE OF CONTENT