bmw

intelligent personal assistant

a user-centric vision for creating an in-car A.I. assistant 

as AI becomes more sophisticated, drivers will require a voice-based tool for in-car interactions

SCOPE OF WORK

Inform and 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 trend forecast 

• Contextual Interviews on 3 continents

• Needs monitoring via custom mobile app

• User journey maps and experience models

• Concept definition + refinement

• Creative principles

• 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 feel personal without seeming 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.