BMW AutoFlex Plan
SaaS | Subscription Service | 0-1 Product Design | Design Consulting
Reinvent a car subscription service for seamless car purchasing and ownership experiences for BMW customers.
PROJECT CONTEXT
Duration: Aug 2023 - Dec 2023
Type: Industry-sponsored project
Collaborators: Asbah Wasim, Shayne Shen, Simian He
TOOLS USED
• Figma
• Adobe Creative Suite
MY ROLES & RESPONSIBILITIES
UX Research: Competitive analysis, user interviews, literature review, affinity mapping
Product Design: Wireframing, high-fi prototyping, usability testing
BACKGROUND
Overview
I’ve been selected as a product designer in an industry-sponsored project at Jacobs Institute for Design Innovation, ‘Designing Digital Sustainability.’ In collaboration with BMW Group Technology Office USA, I investigated how digital products and services can positively influence consumer behavior and sustainability practices.
What I did
Focusing on the premium market segment and targeting next-generation customers, Gen Z, l looked 10-15 years ahead to envision meaningful and engaging experiences that put sustainability at the core of users’ digital identities, behaviors, and lifestyles. I rapidly developed and refined their futuristic points of view through a series of looks-like and works-like prototypes, culminating in a clear, well-thought-out vision of a more sustainable future for our society.
PROJECT BRIEF
The ask
BMW Group asked us to develop a way for them to positively influence their customers’ sustainable behavior through digital products to achieve societal change. They asked that the experience fit a premium character and focus on the values of our next-generation customers.
How can digital products help to achieve a higher level of social-behavioral change, increasing responsibility towards sustainable practices?
DESIGN PROCESS
RESEARCH
Competitive analysis
I analyzed luxury market competitors like Tesla, Toyota, and Volkswagen to understand their sustainable practices. Additionally, I performed a SWOT analysis on digital sustainability in luxury automobiles and researched sustainability marketing by premium manufacturers such as Apple, Google, and Samsung.
Key insights:
BMW provides diverse, sustainable services, but they are not easily discovered, and their benefits are unclear to consumers in the car purchasing process.
User interview & literature review
To understand our target user GenZ, I conducted 4 user interviews, desktop research, and a literature review of a white paper, Design for Sustainable Behavior Change. Of the 4 interviews and research conducted I collected the most insightful data analyzed into an affinity mapping that paved the way toward the solution space.
Key insights
Based on affinity mapping, I extracted six main user quotes and three sectors of insight statements across all of our research. The most surprising findings were:
Insight 1:
Gen Zers prioritize a personalized experience where they can build their habit pattern. How might we personalize experiences that influence sustainable behaviors?
Insight 2:
Gen Zers are not easily fooled by fads and influencers. How might we build trust and credibility in sustainability recommendations?
Insight 3:
Gen Zers perceive sustainability as expensive and superfluous, leading to unnecessary financial burden. How might we re-frame the product offerings so that they make financial sense to users?
EMPATHISE
Persona & Empathy map
I narrowed it down to one user and developed empathy to comprehensively understand users’ mindsets, desires, and the challenges they face regarding sustainability.
DEFINE
The problem
Gen Zers believe sustainable behavior charges more and leads to unnecessary financial burdens. And sustainable data transparency alone does NOT motivate Gen Zers to purchase sustainable options.
How might we encourage Gen Zers to adopt sustainable practices while alleviating their financial concerns in a car-purchasing experience?
IDEATE
Brainstorm ideas
I brainstormed with a group, and we generated over 50 ideas, focusing on these three solution frameworks:
GenZ needs more than just information — they need persuasion and influence to truly change unsustainable behaviors.
GenZ needs a streamlined purchasing experience to make eco-conscious actions.
Making sustainable choices must be effortless and rewarding to motivate real lifestyle changes.
GenZ is skeptical of sustainability influencers and prioritizes financial frugality.
INITIAL IDEA
User Feedback
Earlier in our design process, I designed an interface that provides customers with environmentally friendly recommendations. Testing my prototype with Gen Zers, I learned that sustainable data transparency alone does NOT motivate Gen Zers to purchase sustainable options in a luxurious car. This key finding allowed me to reframe solution space to cater to users’ needs and pain points.
What if…
we reimagine the idea of car ownership to envision a more sustainable future?
SOLUTION
AutoFlex Plan
As a final solution, I designed a new car-purchasing experience, blending a subscription-based model, the AutoFlex plan. The AutofFex Plan offers a trade-in car ownership service that grants customers flexible access to dynamic and adaptive car experiences. The AutoFlex plan makes car purchasing more accessible, affordable, and sustainable. That way, BMW GenZ customers won’t have to ignore their preferences, style, latest trends, or budget when choosing a vehicle.
How the subscription model works:
COMPARISON
User flow
With the AutoFlex plan, I designed a more linear and straightforward car-purchasing experience compared to existing services.
User flow in current services
User flow in AutoFlex plan
DELIVER
Final design
01. Personalization
A user-friendly tool that analyzes users’ specific needs and preferences to recommend the most suitable AutoFlex plan.
02. Model selection
Users subscribe to the AutoFlex plan to upgrade to a new BMW model at their convenience.
03. Purchase & Confirmation
After users select the plan type and vehicle model, they will see the confirmation page indicating any subscription details.
04. Membership dashboard
Users earn reward points for driving eco-consciously, encouraging them to adopt more sustainable habits and practices, leading to a more sustainable planet.
As a final deliverable, I reimagined the future of car ownership as an in-home car purchasing experience, which is moving away from the car dealership experience. So, I designed a VR experience for Apple Vision Pro where users can have personalized experiences when selecting new models or upgrading their subscription plan.
REFLECT
USER
Flexible and affordable access to upgraded models
PLANET
Reuse and recycle products to attain zero waste
COMPANY
Rise in fixed customers
Impact
AutoFlex Plan benefits all and is a win-win-win for our users, planet, and company. User can enjoy luxurious vehicles without having to stress about their budget and conveniently trade in their cars for new ones to match their dynamic lifestyles and personalities and stay updated with the latest trends.
For a sustainable planet, the car trade-in option promotes a circular and sustainable environment by reducing product waste and reusing products.
Lastly, BMW can have more fixed customers with the AutoFlex subscription plan.
While collaborating with BMW Experience Design Lab, I conducted competitive analysis and developed new sustainable strategies for Gen Z customers, envisioning a customer-centric approach. I learned methods, techniques, and tools to envision tomorrow’s thoughtful technologies based on evidence found in present behavioral patterns and trends. Also, I learned strong visual communication skills using physical prototypes, environments, and audiovisual elements to convey design concepts in simple, concise, yet articulate ways.
