Case Study: ReachNow achieves a unified ride-and-drive mobile experience with Luxoft

ReachNow - Customer Case Study

ReachNow, the mobility services division of the BMW Group, needed to unify multiple transportation offerings—car sharing, ride hailing, and multi-day rentals—into one intuitive mobile experience for its 100,000+ members. They partnered with Luxoft’s design and innovation arm, Smashing Ideas, to re-architect and redesign the iOS and Android applications so members could access the full ReachNow ecosystem through a single app and membership.

Luxoft, through Smashing Ideas, used a human-centered design approach, conducting 50+ member interviews, service audits, and persona development to guide the redesign. The team built a scalable, cross-platform experience with integrated GPS, authentication, and anti-fraud features, and validated it through frequent testing and alpha/beta releases. The result was a unified Drive-and-Ride mobile experience that positioned ReachNow as the only company operating multiple mobility services in one app, supporting its future urban mobility vision.

ReachNow

Bradley James

Head of Technology