Analysis & strategy
Design, UI/UX
Web development
Content
SEO, SEM & web analytics
Operations & supportBMW Motorcycle Club Sweden
Europe's largest BMW club with over 8,000 members
The assignment – from technical debt to cohesive system support
The assignment involved developing a completely new website for bmwklubben.se, with all member management integrated directly into the site. A key objective was to replace manual and costly work processes, such as paper invoices and separate systems, with a modern, comprehensive digital solution.
The project included strategy, UX research, UX/UI design, and development. The work began with a preliminary study, a review of requirements specifications, and several joint workshops. The project then went into production in the summer of 2025, with the launch of the new website in December of the same year.
Goals and impact – simpler membership and lower administration costs
A clear objective was to simplify membership and make digital payment the natural first choice. In connection with the launch, an onboarding solution was therefore developed, whereby existing members were actively guided to choose card payment for their membership.
During the first phase, approximately 20% of members chose to change their payment method. For the club, this meant both an improved user experience and reduced costs associated with paper invoices, postage, and administration. For those members who still prefer invoices, digital distribution via Kivra was introduced as the first choice.
The solution – WordPress, WooCommerce, and customized membership management
The new website is built in WordPress with WooCommerce as the basis for membership, payments, and recurring fees. All membership management has been moved from the previous external system and is now fully integrated into the website.
The solution includes:
- Payment by card
- Log in to My Pages with BankID
- Digital membership card
- Management of activities and trips with registration, participant lists, and payment via Swish
- District and section structure with local content
- Document management
- Improved image gallery and editorial content.
- Digital membership with automatic renewals
BankID login enhances security and simplifies usage, while reducing the need for traditional password management.
UX and design – mobile first for the entire organization
The UX work was based on an analysis of the previous website and interviews with key people within the club. A recurring problem was that the old solution did not work satisfactorily on mobile devices, even though a large part of the usage takes place there.
The new website has therefore been developed using the mobile-first principle. Particular focus was placed on:
- Easy way to "Become a member"
- Smooth and clear payment flow
- Clear structure for activities, districts, and sections
- An easy-to-use administration interface for volunteers
The design was modernized without losing recognition or the club's identity, and the entire membership purchase journey was significantly simplified.
Content – created by members, for members
Much of the image and film material on the website comes from the club's own members. Pictures from rides, meetings, and events contribute to an authentic feel and strengthen the community, even digitally.
Texts and editorial content have largely been produced by the club itself, with support from Tankbar in terms of structure, content logic, and publication flows.
The result
The website is now a central system support for the entire BMW MC Club. Members enjoy a simpler, more secure, and more mobile-friendly experience, while the club has gained better control, less administration, and a stable foundation for further development.
Tankbar is currently responsible for the operation and management of bmwklubben.se. The collaboration includes service and support agreements, ongoing updates, quality assurance, and further development in line with new needs and requests from the club.
What the customer says
"Tankbar has been a committed and responsive partner in our digitalization journey toward a better member experience. They have understood our needs as a non-profit organization and, through close collaboration, helped us take the step toward a more modern and cohesive digital solution."
