BMW Mobility Labs
Moving fast with the ultimate driving machine to discover the best ways to connect to your car.
Role: Group Creative Director | Agency: Manifest
CHALLENGE
To support its BMW Connected car platform, the company needed a clear vision for its mobile experience and needed it fast. We wanted to give drivers a seamless experience from the car, to a device, at work and in the home. And we wanted to introduce a customer-centric, agile design processes within the BMW organization while kickstarting a new innovation team.
SOLUTION
We developed the foundation for a connect-to-anywhere app that became the heart of the BMW Connected platform and was presented at CES and became the heart of the BMW Connected platform.
Overview
We led two consecutive four-and-a-half-week explorations developing prototypes for the BMW Connected Drive experience.
Research
We started with consumer research that resulted in a set of user profiles and journey maps. BMW customers described three core customer values—connection, control, and confidence.
User Interface Explorations
We explored different Look & Feels based upon existing styles used for BMW external marketing and current BMW in-car user-interface designs.
Sprints: Planning
The Manifest and BMW teams worked to eliminate features, reduce complexity and refine the use cases for features that remained.
Sprints: Design & Build
We designed a simple primary tab-navigation experience with flexible secondary features that was used for prototypes and ended up becoming the foundation for the Connected Car experience.
Sprints: Test & Review
We started with competitor research, stakeholder interviews and a Best Practice and Learnings presentation.
Summary
We ended up creating a best-practice guide for all BMW mobile apps, a best-practice guide for an agile process structure and a 3-year roadmap prioritizing product development. And BMW impressed CES crowds and media with a harmonious, connect-to-anywhere app that became the heart of the BMW Connected platform.