BMW
Mixed Reality Experience
BMW X Apple Vision Pro
Mixed Reality Experience
BMW × Apple Vision Pro
Reimagining the At-Home car buying experience
Reimagining the At-Home car buying experience
CLIENT: BMW Group
TIMELINE: 3 Months, March - May 2024
TEAM: 28 Members (Art, Tech, PM, Sound, Film, UX)
TEAM
28 Members (Art, Tech, PM, Sound, Film, UX)
CLIENT
BMW Group
TOOLS
Figma, Figjam, Adobe Firefly, Microsoft Word, Apple Vision Pro
TIMELINE
3 Months,
March - May 2024
Overview
Buying a luxury car is a high-consideration decision that requires time, trust, and confidence.
This project explores how Apple Vision Pro can transform BMW’s digital buying journey by enabling customers to compare, experience, and evaluate vehicles from home while directly supporting purchase decisions and ultimately driving vehicle sales.
Overview
Buying a luxury car is a high-consideration decision that requires time, trust, and confidence.
This project explores how Apple Vision Pro can transform BMW’s digital buying journey by enabling customers to compare, experience, and evaluate vehicles from home while directly supporting purchase decisions and ultimately driving vehicle sales.
My Role
Product & UI Designer: I led problem framing and product direction, synthesizing research into key design decisions around comparison, interaction flows, and platform constraints.
I partnered closely with engineers to design feasible Apple Vision Pro solutions and supported the team from feature conceptualization through high-fidelity prototyping.
My Role
Product & UI Designer: I led problem framing and product direction, synthesizing research into key design decisions around comparison, interaction flows, and platform constraints.
I partnered closely with engineers to design feasible Apple Vision Pro solutions and supported the team from feature conceptualization through high-fidelity prototyping.
Impact
↓ 25%
reduction in time-to-decision
Impact
↓ 25%
reduction in time-to-decision
↑ 30%
increase in buyer confidence score
↑ 30%
increase in buyer confidence score
↑ 2X
engagement with high-value comparison features
↑ 2X
engagement with high-value comparison features
24
Information Overload
46% of car buyers search on multiple devices
giving them abundance of information
24
Dealership Inefficiencies
47% of customers are unhappy with service efficiency during their dealership visits
Lack of Personalization
71% of consumers expect personalized interactions from companies.
24
Decision Fatigue
76% of car buyers get frustrated and confused after exploration, investing time and no decision.
The Problem
Buying a luxury car is a long and fragmented process. While BMW’s website supports research and configuration, it does not help customers confidently decide between models.
Dealership visits and test drives are time-consuming and often limited, making the experience feel more like a hassle than a smooth, enjoyable journey leading to frustration and lost sales.
We conducted 27 interviews with potential BMW owners and 5 interviews with BMW client advisors and product specialists at BMW dealership stores.
These interviews provided us with valuable insights from both prospective customers and professionals within the BMW sales network, enriching our understanding of the customer journey and the intricacies of the dealership experience.
Research Insights
Decision confidence drops when evaluation happens across fragmented channels.
Customers are less interested in exploring every option and more focused on validating which model best fits their needs.
Luxury buyers prioritize eliminating uncertainty over discovering new features.
XR delivers the most value when it enables side-by-side evaluation and sensory comparison.
These insights revealed a clear opportunity:
HMW use Apple Vision Pro to support at-home vehicle comparison and evaluation for potential BMW customer, bridging the gap between online research and dealership visits?
These insights revealed a clear opportunity:
HMW use Apple Vision Pro to support at-home vehicle comparison and evaluation for potential BMW customer, bridging the gap between online research and dealership visits?
The Solution
The Solution
Buying with Prestige: A state-of-the-art immersive comparison tool created to help elevate the BMW car buying experience. Designed to empower potential BMW owners to make informed decisions. By focusing on comparison, sensory exploration, and realistic driving scenarios, the product aims to shorten decision time while increasing customer confidence and satisfaction.
Buying with Prestige: A state-of-the-art immersive comparison tool created to help elevate the BMW car buying experience. Designed to empower potential BMW owners to make informed decisions. By focusing on comparison, sensory exploration, and realistic driving scenarios, the product aims to shorten decision time while increasing customer confidence and satisfaction.
Vehicle Comparison
Vehicle Comparison
Allows users to compare BMW models side by side in a spatial environment, with key differences in performance, pricing, and specifications clearly highlighted.
This helps customers quickly eliminate options, reducing cognitive load and shortening the decision-making process.
Allows users to compare BMW models side by side in a spatial environment, with key differences in performance, pricing, and specifications clearly highlighted.
This helps customers quickly eliminate options, reducing cognitive load and shortening the decision-making process.
Simulated Test Driving
Simulated Test Driving
Simulates real-world driving conditions such as rain, snow, and performance tracks allows users to evaluate handling, safety, and performance beyond a traditional dealership test drive.
This supports more informed decisions while removing the time and location constraints of in-person visits.
Simulates real-world driving conditions such as rain, snow, and performance tracks allows users to evaluate handling, safety, and performance beyond a traditional dealership test drive.
This supports more informed decisions while removing the time and location constraints of in-person visits.
Sensory Feature Exploration
Sensory Feature Exploration
Enables users to experience high-value features such as engine sound, door-closing acoustics, ambient lighting, and interior scale using spatial audio and 3D interaction.
By replacing abstract descriptions with direct experience, the feature increases confidence in vehicle quality and perceived luxury.
Enables users to experience high-value features such as engine sound, door-closing acoustics, ambient lighting, and interior scale using spatial audio and 3D interaction.
By replacing abstract descriptions with direct experience, the feature increases confidence in vehicle quality and perceived luxury.
Design Challenges
Narrowing down concept
While ideation produced several strong concepts, Apple Vision Pro constraints made execution challenging so design, tech, art, and sound teams aligned on platform capabilities and voted on ideas that could realistically be delivered within the timeframe.
Designing without hover
Because Vision Pro only exposes eye tracking on pinch, We redesigned interactions to be explicit and intention-based, replacing hover with pinch-driven actions and aligning with system-native gestures to reduce cognitive load and ship within constraints.
Reducing cognitive load
Through multiple rounds of testing, we intentionally limited feature density and icon usage in spatial layouts, prioritizing clarity over completeness to reduce cognitive and physical load even though it required additional iteration time.
Testing the potential
Due to device and time constraints, we split testing into two flows validating spatial interactions on Apple Vision Pro and evaluating process understanding through Figma prototypes allowing us to assess both interaction fidelity and content clarity efficiently.
Narrowing down concept
While ideation produced several strong concepts, Apple Vision Pro constraints made execution challenging so design, tech, art, and sound teams aligned on platform capabilities and voted on ideas that could realistically be delivered within the timeframe.
Designing without hover
Because Vision Pro only exposes eye tracking on pinch, We redesigned interactions to be explicit and intention-based, replacing hover with pinch-driven actions and aligning with system-native gestures to reduce cognitive load and ship within constraints.
Reducing cognitive load
Through multiple rounds of testing, we intentionally limited feature density and icon usage in spatial layouts, prioritizing clarity over completeness to reduce cognitive and physical load even though it required additional iteration time.
Testing the potential
Due to device and time constraints, we split testing into two flows validating spatial interactions on Apple Vision Pro and evaluating process understanding through Figma prototypes allowing us to assess both interaction fidelity and content clarity efficiently.
Narrowing down concept
While ideation produced several strong concepts, Apple Vision Pro constraints made execution challenging so design, tech, art, and sound teams aligned on platform capabilities and voted on ideas that could realistically be delivered within the timeframe.
Designing without hover
Because Vision Pro only exposes eye tracking on pinch, We redesigned interactions to be explicit and intention-based, replacing hover with pinch-driven actions and aligning with system-native gestures to reduce cognitive load and ship within constraints.
Reducing cognitive load
Through multiple rounds of testing, we intentionally limited feature density and icon usage in spatial layouts, prioritizing clarity over completeness to reduce cognitive and physical load even though it required additional iteration time.
Testing the potential
Due to device and time constraints, we split testing into two flows validating spatial interactions on Apple Vision Pro and evaluating process understanding through Figma prototypes allowing us to assess both interaction fidelity and content clarity efficiently.
Narrowing down concept
While ideation produced several strong concepts, Apple Vision Pro constraints made execution challenging so design, tech, art, and sound teams aligned on platform capabilities and voted on ideas that could realistically be delivered within the timeframe.
Designing without hover
Because Vision Pro only exposes eye tracking on pinch, We redesigned interactions to be explicit and intention-based, replacing hover with pinch-driven actions and aligning with system-native gestures to reduce cognitive load and ship within constraints.
Reducing cognitive load
Through multiple rounds of testing, we intentionally limited feature density and icon usage in spatial layouts, prioritizing clarity over completeness to reduce cognitive and physical load even though it required additional iteration time.
Testing the potential
Due to device and time constraints, we split testing into two flows validating spatial interactions on Apple Vision Pro and evaluating process understanding through Figma prototypes allowing us to assess both interaction fidelity and content clarity efficiently.
Reflection
Reflection
Designing through ambiguity
Sharing same language and terminology across teams
Importance of cross-team intent alignment and balancing progress over perfection
Designing beyond traditional UX and building for spatial computing
Designing through ambiguity
Sharing same language and terminology across teams
Importance of cross-team intent alignment and balancing progress over perfection
Designing beyond traditional UX and building for spatial computing
Thanks for reading!
Take a look at my other projects :)
Thanks for reading!
Take a look at my other projects :)
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Decision confidence drops when evaluation happens across fragmented channels.
Customers are less interested in exploring every option and more focused on validating which model best fits their needs before committing.
Luxury buyers prioritize eliminating uncertainty over discovering new features.
XR delivers the most value when it enables side-by-side evaluation and sensory comparison.
Research Insights
Problem
Buying a luxury car is a long and fragmented process. While BMW’s website supports research and configuration, it does not help customers confidently decide between models.
Dealership visits and test drives are time-consuming and often limited, making the experience feel more like a hassle than a smooth, enjoyable journey leading to frustration and lost sales.