BMW 2035
Timeline
14 weeks (2021 )
This is an academic project done in 14 weeks. It is a comprehensive project that shows User Research, Branding Strategies, Design Thinking , UI/UX Design, Storyboarding, Wireframes .
This project may not show the plans and views of BMW.
Team Members
Khristian Martinez
Sung-Jin Lim
Xiaoyu Zhang
Project Brief
Reimagining the future of the brand BMW for 2030 by designing a self-contained experience mockup and creating a unique brand experience to be displayed at CES, Monterey Historics, Autoshow.
The purpose was to connect to the user, leverage the brand's value & technology story by creating a GUI experience (in screen interaction).
This project involved exploring Brand and UX Strategy for BMW based on future trends in Technology, Manufacturing, Lifestyle and incorporating a phygital experience in mobility . As a team we initially focussed on defining and building an experience for 2050 considering user persona, user journey, future forecasting strategy, brand positioning followed by redefining the experience for 2035.
Steep X Trends
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.
Rise of Experiences
Personalization
72% of millennials prefer to spend money to engage in live events instead of on material possessions.
A compelling experience with a lasting impression sparks emotional affinity and equity for the brand.
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.
Consumer Behaviour Trend Analysis
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
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
Flexible first
Consumers Subscribe To More Monthly Services
After living through an ever-changing and ‘uncertain’ situation, consumers feel nervous about the future and their finances. As a result, they’re struggling to commit to their purchases, especially if there’s an element of risk involved. Consumers want flexibility with their purchases in order to take away the pressure of losing money in a time of recession.
The monthly subscription industry has grown rapidly with subscribers increasing by 90% year-over-year.
48% of respondents said they would consider giving up car ownership in favor of using autonomous mobility solutions.
Another research by PwC suggests that by 2030, more than 1 in 3 kilometers driven would involve sharing concepts.
Possession or ride experience – changing preferences
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.
Conscious consumerism is booming
Consumers are becoming more and more conscious, and the automotive industry is at the front and center of this change. 88% of consumers want brands to help them be more sustainable and environmentally friendly
Stationary
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