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BMW Strategy 2035
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This project may not show the plans and views of BMW.
This project involved reimagining the future of the brand and UX Strategy for BMW in 2035 by designing a self-contained experience mockup and creating a unique brand experience to be displayed at CES, Monterey Historics, Autoshow. The project involved analyzing future trends in Technology, Manufacturing, Lifestyle and incorporating a phygital experience in mobility .
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The purpose was to connect to the user, leverage the brand's value & technology story by creating a GUI experience (in screen interaction).
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Description
Redefining BMWs branding strategy as a more tailored brand, seamless experience, by introducing a gamified mobility service platform
My Role
I played a core part in UX Design, Strategy, Research including developing brand strategy, future forecasting, building user personas, Journey Map, Product management and Usability Testing.
Every team member was responsible to develop UI.
Team
Pallavi Gautam, Trusha Chandan, Xavier. Ashwin, Khashayar,
Sung-Jin Lim, Xiaoyu Zhang
Tools
Figma. After Effects. Miro. Photoshop. Illustrator
Duration
14 weeks
Designed in 2020
How might we help BMW become the undisputed global leader in groundbreaking mobility services and innovations such that it provides seamless, ultimate tailored personal transportation experience.
HOW WILL FUTURE TRENDS INFLUENCE OUR INTERACTIONS WITH MOBILITY IN 2035
HOW WILL FUTURE TRENDS INFLUENCE OUR INTERACTIONS WITH MOBILITY IN 2035 for Adventure seeking Millenials?
Concept
CREATION OF A NEW MOBILITY subscription service PLATFORM FOR BMW's Gen Z customers providing an on demand access to a range of mobility services and selection of custom Interior assets anytime, anywhere thus providing a flexible, creative yet ENGAGED EXPERIENCE THROUGH "My BMW App"
Consumer Behaviour Trend Analysis
1. Brand Loyalty Shifting
People going for products available at cheaper price, consumers are willing to try new products from brands available at a cheaper price and willing to spend
3. Shared Ride Experiences
2. Personalization
“Offline” person-to-person experiences will be the next horizon for personalization. Consumer purchases will become more personalized and relevant to them - so full of option, ease of access, more options
Personal mode of transportation is being avoided by the younger generation in favor of mobility solutions like ride-sharing, subscription models, or even rental services. This changing scenario is forcing manufacturers and dealerships to find new ways to keep their customers satisfied and loyal to them.
of people would consider giving up car ownership in favor of using autonomous mobility solutions.
Future Trend Forecasting
1. Additive Manufacturing
Additive manufacturing will help with mass customization create increased capabilities for printing products to form new applications from adaptive materials; added manufacturing efficiency, reduced manufacturing cost and carbon footprint.
2. Rise of Experiences
72% of millennials prefer to spend money to engage in live events instead of on material possessions. If customers feel emotionally connected with the brand, with a lasting impression creating a sense of nostalgia, they are less likely to listen to your competitor
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3. Purchase Experience
Now a days a mix of Digital, AR and VR allows user to personalize their vehicle and make the purchase experience more fun, immersive and interactive. Users can now build, customize the interior via app or VR to get a immersive experience and an AR exterior experience that shows the car on your driveway
Business Model
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