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bmw companion
Digital sustainability for next-gen BMW users
WHAT
Background:
This project was sponsored by BMW in collaboration with Jacobs Institute for Design Innovation, on the 'Designing Digital Sustainability' course where I took on the roles of researcher and designer for a speculative product, looking 10 - 15 years into the future.
The Challenge:
How can digital products (services/experiences/etc.) help to achieve a higher level of social behavioral change, increasing responsibility towards sustainable practices?
- BMW Group Technology Office USA
Meet IRIS:
Intelligent
Reliable
Interactive
System
The BMW Companion - IRIS - innovatively blends the roles of a personal assistant, driving instructor, and friend into a singular digital experience, designed to enrich every journey. Targeting the discerning tastes of Gen Z, we reimagine the essence of luxury mobility through a lens of personalization, education, and companionship.
IRIS is a highly intelligent, intuitive companion that offers real-time driving advice, environmental awareness, and friendly conversation. This digital co-pilot adapts to the user's preferences, driving habits, and mood, making each journey a personalized experience.
How
Exploring the Future:
Working on this project, we envision the future of in-car personal assistants and their potential uses in car safety, not just artificial companionship. We proposed an advanced AI system that intuitively connects with the driver, providing personalized guidance, driving support, safety and companionship, all wrapped in the luxury BMW. IRIS is a system that learns from the driver's habits, preferences, and emotions, offering tailored advice, safety features, and entertainment options, enhancing the journey in every aspect.
Luxury Brand Collaboration:
Not forgetting the business aspect of the product, IRIS integrates collaborations with high-end luxury brands, introducing an exclusive in-car experience. This concept extends beyond traditional automotive luxury, proposing a fusion where technology meets bespoke craftsmanship. Imagine a vehicle interior curated with luxury fashion brands, personalized wellness features, or even gastronomic delights from Michelin-starred chefs, all accessible through the IRIS's interface. This partnership aims to redefine the essence of car luxury, making each journey an epitome of personalized elegance and unparalleled sophistication.
To kick-off this project, I created a survey which I distributed to friends, colleagues, and acquaintances in the target age group. I asked basic demographics questions, about their driving ability and habits, concerns, preferred mode of driving instruction, opinions on AI as a part of the driving experience, interest in sustainability, and open-ended feedback in order to gather not only quantitative data but also a bit of qualitative data. Additionally, I interviewed a few of the participants for more insight, to better understand their personalities and the reasoning behind their responses.
Then we analyzed and synthesized insights from user research, which emphasized Gen Z's preferences for sustainability, digital privacy, and luxury, shaping the project's foundational goals. And then Kris (the persona) was created.
Existing 'BMW Intelligent Personal Assistant':
- Voice-activated controls for navigation, communication, and vehicle settings.
- Learns habits and preferences over time to provide personalized suggestions.
- Operates vehicle functions like climate control, lighting, and entertainment.
- Provides information on vehicle status and answers queries related to the car's features.
Speculative 'BMW Companion - IRIS':
- Envisions a more advanced AI that integrates as a personal assistant, driving instructor, and companion.
- Anticipates the driver's needs, offering real-time, context-aware advice and support.
- Proposes deep integration with luxury brands for a bespoke in-car experience, enhancing the luxury aspect.
- Imagines advanced emotional intelligence capabilities, adapting to the driver’s mood and providing tailored interactions.
The BMW Companion speculative design aims to significantly extend the capabilities of the current assistant, focusing on a more personalized, emotionally intelligent, and luxury-oriented experience.
To kick-off this project, I created a survey which I distributed to friends, colleagues, and acquaintances in the target age group. I asked basic demographics questions, about their driving ability and habits, concerns, preferred mode of driving instruction, opinions on AI as a part of the driving experience, interest in sustainability, and open-ended feedback in order to gather not only quantitative data but also a bit of qualitative data. Additionally, I interviewed a few of the participants for more insight, to better understand their personalities and the reasoning behind their responses.
Then we analyzed and synthesized insights from user research, which emphasized Gen Z's preferences for sustainability, digital privacy, and luxury, shaping the project's foundational goals. And then Kris (the persona) was created.
Existing 'BMW Intelligent Personal Assistant':
- Voice-activated controls for navigation, communication, and vehicle settings.
- Learns habits and preferences over time to provide personalized suggestions.
- Operates vehicle functions like climate control, lighting, and entertainment.
- Provides information on vehicle status and answers queries related to the car's features.
Speculative 'BMW Companion - IRIS':
- Envisions a more advanced AI that integrates as a personal assistant, driving instructor, and companion.
- Anticipates the driver's needs, offering real-time, context-aware advice and support.
- Proposes deep integration with luxury brands for a bespoke in-car experience, enhancing the luxury aspect.
- Imagines advanced emotional intelligence capabilities, adapting to the driver’s mood and providing tailored interactions.
The BMW Companion speculative design aims to significantly extend the capabilities of the current assistant, focusing on a more personalized, emotionally intelligent, and luxury-oriented experience.
why
Design Philosophy:
IRIS was crafted with meticulous attention to delivering an intuitive, engaging user experience. It seamlessly integrates with the vehicle's systems to offer personalized tips, encourage eco-friendly driving practices, and ensure users feel understood and valued.
Impact:
This project redefines what luxury means to a new generation—making it not just about the materials or brand, but about how technology can enrich their lives in meaningful ways. It positions BMW as a forward-thinking, customer-centric brand that values innovation, sustainability, and personal growth.
By focusing on the personal assistant/driving instructor/friend aspect, the BMW Companion project highlights the evolving expectations around luxury and technology, offering a glimpse into the future of mobility where personal growth and sustainability are as prestigious as the vehicle itself.
Reflections:
The BMW Companion project underscores the importance of blending technology with empathy, personalization, and a deep understanding of user needs. It's a testament to how thoughtful design can create a more connected and enjoyable driving experience.
What else
