This document discusses the redesign of BMW's website BMW.com to be mobile-first, fast-loading, and content-driven. The goals are to build a new digital home for the BMW brand using a content-driven, high-performance, and innovative website. It describes using Accelerated Mobile Pages (AMP) to achieve an app-like experience with speed, along with a progressive web app shell to add features while keeping everything under one code base. The presentation outlines benefits, pitfalls and requirements of the new BMW.com site design and AMP implementation.

2. THE NEW BMW.COM
JUNG VON MATT/NEXT ALSTER – AMSTERDAM, 13. FEBRUARY 2018

3. 6
OUR JOB.
BUILD A NEW DIGITAL HOME FOR THE BRAND BMW:
A CONTENT-DRIVEN, HIGH-PERFORMANCE AND INNOVATIVE
WEBSITE.
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

4. 7
OUR JOB.
BUILD A NEW DIGITAL HOME FOR THE BRAND BMW:
A CONTENT-DRIVEN, HIGH-PERFORMANCE AND INNOVATIVE
WEBSITE.
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

5. THE PERFECT CONTENT FOR A FAST AND MOBILE
WORLD IS ON POINT. WE EXTEND THE RANGE OF
CONTENT TO FIT THE USER.

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AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP
BOLD MEDIA GUIDES
THE USER DEEP INTO
THE CONTENT.
FASCINATION
THROUGH SIMPLICITY.

7. 10
OUR JOB.
BUILD A NEW DIGITAL HOME FOR THE BRAND BMW:
A CONTENT-DRIVEN, HIGH-PERFORMANCE AND INNOVATIVE
WEBSITE.
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

8. SPEED MATTERS TO ACHIEVE:
SHEER SURFING PLEASURE
11

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… AND TO
RELIABLY MAKE
PROSPECTS INTO
CLIENTS.
RETENTION
CONVERSION
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP
AWARENESS
INTEREST
ENGAGEMENT

10. 13
OUR JOB.
BUILD A NEW DIGITAL HOME FOR THE BRAND BMW:
A CONTENT-DRIVEN, HIGH-PERFORMANCE AND INNOVATIVE
WEBSITE.
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

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ARCHITECTURE.
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

13. REQUIREMENT.
Mobile First Expierience
Responsive Tablet / Desktop
Fast SEO access with AMP

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BUT HOW TO
ACHIEVE SPEED?
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

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APP-LIKE
EXPERIENCE WITH
AMP?
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

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AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

17. WE USE AMP FOR A QUICK
ENTRY AND A PWA SHELL TO
ADD FEATURES.
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

22. IS THAT EVERYTHING OUR PWA
IS GOOD FOR?
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

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AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP
RETENTION
CONVERSION
AWARENESS
INTEREST
ENGAGEMENT
AMPPWA

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AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP
RETENTION
CONVERSION
AWARENESS
INTEREST
ENGAGEMENT
AMPPWA

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ONE CODE BASE.
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP
Mobile First Expierience
Responsive Tablet / Desktop
Fast SEO access with AMP

26. BENEFITS
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

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COMBINE AMP
COMPONENTS TO
ACHIEVE
AWESOME THINGS
…
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

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AND PUSH THEM
FURTHER WITH
PROGRESSIVE
ENHANCEMENT.
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

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TO STAND OUT IN
GOOGLE SEARCH.
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP

30. PITFALLS
3. WORK ON A LIVING PROJECT
AMP is moving. Take care reading the release notes and prepare for things breaking
out of nowhere. In exchange you will get the latest features at lightning speed.
AMP CONF 2018 THE NEW BMW.COM BUILT WITH AMP
1. ACCEPT LIMITATIONS
Not everything you are used to will work the way you may have done it for years.
Accept that and try to work around it with the tools you have.
2. CHECK YOUR REQUIREMENTS
Building a fully fledged single page web app with AMP will not work. But that is by
design and if something like this is your goal AMP may be the wrong choice.

31. WWW.BMW.COM
THANK YOU VERY MUCH!