bmw / intelligent personal assistant

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a user-centric vision for creating an in-car digital personal assistant 

as in-car systems become more intelligent and sophisticated, drivers will require a smart, voice-based tool for integration and management.

SCOPE OF WORK

The goal of this project is to shape the vision for BMW’s Intelligent Personal Assistant – what it is, how it engages with people, and how it relates to the BMW brand.

PROJECT ACTIVITIES

  • Tech benchmarking 

  • Contextual Interviews on 3 continents

  • Needs monitoring via custom mobile app

  • User journey maps and experience models

  • Concept definition + refinement

  • Tech implementation roadmap

key insight

Insight work revealed that drivers will increasingly expect an onboard Intelligent Personal Assistant that is SEAMLESS, PROACTIVE, and RELIABLE. Rather than expressing the cold efficiency of the BMW brand, the ideal model for this experience must be more personal without feeling invasive.

OUTCOME

A creative strategy for Interaction Designers and Service Designers to deliver an in-car experience modeled around the concept of a DIGITAL ME: a frictionless extension of the driver’s self into digital space.