
BMW X SCADpro
UX STRATEGY
UX RESEARCH
BMW Group challenged us to explore speculative in-car experiences of the future. Over 10 weeks, 23 students from diverse majors collaborated in a studio-like setting, forming four cross-functional teams, UX, Branding, Visual, and Executive Report. Together, we navigated constraints and co-created a unified design vision for the future of driving.
Specifications
Role: Team Lead, UX Research, UX Strategy
Team:
UX Design
Visual Design
Executive Report
Duration: 10 Weeks
Tools: Figma, After Effect, Illustrator, Photoshop


Key Learnings
Common goal and Common language
Working in a cross-functional team for 10 weeks taught me the power of collective intelligence. When 23 creative individuals come together, the potential is limitless, but when it is guided by two things: a shared goal and a common language. A clear goal gives direction, focus, and motivation. And with diverse backgrounds, aligning on terminology helped us communicate efficiently, reduce assumptions, and minimize cognitive load. Alongside learning new approaches to UX and speculative design, these were my two biggest takeaways.