BMW : At Home Experience for the Apple Vision Pro
Team
Goal
28 Members (Art, Tech, Sound, Film, UX)
My Role : UX Design, UX Research and Design Facilitator
To design and deliver a streamlined consulting experience by creating an app for Apple Vision Pro, aimed at consumers who are considering purchasing a BMW car.
Timeline
3 Months, March - May 2024
Overview
The project aims to revolutionize the sales process by eliminating customer barriers and frustrations, delivering a seamless and enjoyable experience. Leveraging cutting-edge Mixed Reality technology, the initiative seeks to provide customers with personalized information and support right from the comfort of their homes.
Tools
Figma, Figjam, Adobe Firefly, Microsoft Word, Apple
Vision Pro
Problem
The car buying process for customers feels more like a hassle than a smooth, enjoyable experience to potential BMW buyers leading to frustration and loss of sales.
46% of car buyers search on multiple devices
giving them abundance of information
Information Overload
Dealership Inefficiencies
47% of customers are unhappy with service efficiency during their dealership visits
71% of consumers expect personalized interactions from companies
Lack of Personalization
Research
Research Goals
The first step in beginning our research was to define our why.
Find out buying pain points and challenges
Finding out the duration of the buying process
Understanding where and how customers find key information
Understand the buying process
Examine the utilization of digital technology in the buying process
Explore emotional aspect of customer interaction within the buying process
Find out buying pain points and challenges
Identify customers’ specific needs and preference when purchasing cars
Defining the Users
Millennials are the target audience which were then categorized as three buyer groups.
Pre owners
Demographics : Wealthier professionals, corporate fleet customers
Lifestyle : Automotive enthusiasts (who value luxury, performance, and innovative design in their vehicles)
Non Bmw category owners
Demographics : Live in cities, married and have kids
Lifestyle : Are into Movies, TV shows
& music.
Bmw owners
Demographics : live in a nuclear family
Lifestyle : BMW drivers are innovators, Sports is a prevalent interest of BMW drivers, Success and career advancement are relatively important to BMW drivers.
Primary Research
Interviews and surveys provided 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.
27 Interviews
Bmw Owners, Non Bmw Owners, Pre Owners
5 Interviews
BMW Client Advisors, Product Specialist
The synthesis was done based on notes, and the measurable data points were called tags. The tags will serve as the foundation for defining our features, ensuring that we align closely with user needs and project objectives.development.
Ideations
I facilitated the ideation activity and encouraged all participants to think outside the box and propose their most creative and unconventional ideas on our figjam board. The goal was to foster an environment free of constraints and judgment, where innovative thinking could thrive.
Design
Wireframes
All the customer needs into 37 actionable ideas through team ideation sessions, leveraging the creativity of a diverse group. These ideas are all designed to create a seamless and personalized customer journey, ultimately leading to increased customer satisfaction and brand loyalty.
Solution
An immersive comparison tool to enhance the buying experience
A state-of-the-art immersive comparison tool designed to elevate the BMW car-buying experience on the Apple Vision Pro. This aims to save customers time and enhance satisfaction by bringing a BMW expert to their home.
Key Features
The client chose Comparison as the main focus for the vision project. Based on the 37 features, they selected three functionalities: Ambiance Showcase, AR Car Racing, and Car Configuration Simulating Car in Personal Situations.
Impact
The design projects to increase the customer’s engagement, as 97% of millennials are more likely to continue a shopping experience that is personalized.
Piloted a 10% increase in revenue and a 20% improvement in marketing spend efficiency by enhancing BMW's customer buying experience.
Exceeded the client's expectations by successfully achieving the target and creating a tangible prototype.
Testing the Potential
Due to device and time constraints, I suggested a new testing format and divided the test into two distinct flows. For tasks that involved spatial interactions, we invited participants to complete these using the Apple Vision Pro. For tasks that primarily assessed users' understanding of processes or the content presented on the UIs, we conducted the tests using a Figma prototype.
Task 1 : Car Specs
Goal : To know how users perceive the car spec information.
Feedback :
-
The design is really cool, don’t feel dizzy.
-
The navigation bar is easy to navigate.
-
The text font size is a little small.
-
The space between the panels is too far.
-
Clearly indicate which car is being selected or compared.
Iterations:
-
Font size for better readability
-
Text alignment
-
Change of color coded text from red to blue for better visibility
Task 2 : Live Features
Goal : To know if user can understand the icon and interaction.
Feedback :
-
Clicking button is too far away to control (relocate the car)
-
The space between the panels is too far.
-
Need more immersive interaction.
-
Bring the car closer to user, that user can use the hand to open the door. and it make her feel sit in the car.
Iterations:
-
Remove the "Open Door" option from the side menu
-
Change the wording from "Relocate the Car" to "Move the Car"
-
Improves icon recognition, enhancing overall usability and accessibility
Revolutionizing Car Model Comparison
The feature enables customers to compare cars using the BMW Genius voice assistant, presenting specifications side-by-side in an immersive and personalized environment for easy access and decision-making.
Immersive Car Features Comparison
Added live features will provide a more immersive experience by showcasing a 3D car model within the home environment, allowing customers to intuitively explore the car's exterior and interior in a fully interactive setting.
Customers can explore six distinct car modes—Sport, Efficient, Expressive, Relax, Theatre, and Digital Art. Each mode transforms the interior with unique ambient lighting and captivating engine sounds, offering a preview of the driving experience.
AR Test Drive Experience
The car racing feature simulates various real-life scenarios, enabling customers to experience the car's performance and test its accident prevention technologies from the comfort of their homes.
The racing track scenario allows customers to experience various climates and conditions, enabling them to compare the performance of different cars.
We chose the racing track scenario to highlight the car's performance, showcasing the comparission of its impressive engine sound and horsepower.
Reflections
Hands-on Learning: Gained practical knowledge in XR, deeper insights into AVP, and strengthened my connection with BMW as a brand.
Learned new research tools : Learned tagging and excel synthesizing process to discover the user needs and insight generation.
Communication : Ensuring the use of common terminology with the art and tech teams was crucial to avoid extra work and misunderstandings.
Collaboration : Sharing progress and collaborating ensured alignment, saved time and making sure all teams were working on exactly what was needed.
Prioritization : Using a structured approach to plan and prioritize tasks, while meeting deadlines, ensured smooth execution and delivery.