My Role

Project Co-Lead

Project Duration

10 Weeks

Problem

BMW drivers often fail to use the incredible affordances that come standard in their car. Engineers in Munich were perplexed as to how to teach people to learn, and take advantage of them. We were tasked with developing concepts that leveraged individual vehicle usage data to create innovative educational experiences for drivers.

Approach

We collaborated with BMW Research Group to develop ways to optimize the educational relationship between BMW and its customers. Throughout this process we researched media options, learning styles, pathways and concepts that could be applied to multiple platforms and media channels. We brainstormed and prototyped and tested many options.

Solution

We used the rapid prototyping process to explore ideas on how to represent and deliver information. Ultimately we settled on the concept of ‘edutainment.’ A combination of education and entertainment makes learning simple and pleasurable. Using storytelling delivered via popular social media platforms proved an efficient and cost effective way to deliver branded content and learning.

Don’t Be That Guy

Feature: Mirror Switch

Concept: A driver is faced with the task of parallel parking in a tight spot – his worst nightmare. A disastrous scenario where he can't figure out how to do it plays in his mind. He then remembers his car has the handy Mirror Switch feature. Parallel parking doesn't have to be a nightmare. Learn how Mirror Switch can help you avoid that dreaded situation drivers have to face more often than they would like.

Wife Hacks

Feature: Functional Bookmarks

Concepts: A couple is talking on the phone. The driver forgets the restaurant where she is meeting her wife for date night. Luckily, the driver remembers she saved the address in her bookmarks! Her wife will never know she forgot the location of her favorite restaurant. Minimize what you need to memorize with the bookmark function. Save locations, phone numbers, and other iDrive Functions with the touch of a button.

Father & Daughter / The Milky Way

Feature: ConnectedDrive

Concept: A daughter who just received her driver’s license offers to run errands for her father as an excuse to drive. When the daughter gets into the car she realizes that she forgot the location of the grocery store. Her father sends the store location to the BMW through the ConnectedDrive app. In this scenario we present a narrative including the novice and the expert to “edutain” the customer using a non-offensive and all-inclusive approach.

Road Adventures

Feature: Cruise Control

Concept: Friends throw backpacks into the car and set out onto the open road. One  friend reminds the group of their speeding tickets on the last road trip. The driver informs his friends that with adaptive cruise control they have nothing to worry about.

Flower Bed / Save Your Darlings

Feature: Mirror Switch

Concept: Reverse into the driveway with the assistance of the mirror switch to avoid running over the newly planted flower beds! 

Gluten is the New Black

Feature: Functional Bookmarks

Concept: A husband forgets the specific gluten grocery store that his wife shops at. On the phone she tells him it is Lucky’s Market on Abercorn Street. He looks it up on the iDrive navigation and realizes he should save this address for next time.

Result

BMW was inspired by our Father & Daughter / The Milky Way concept for ConnectedDrive. They created this video which was released on Instagram.

Key Takeaways

Here the student discuss the key takeaways from the project.