BMW X SCADpro

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.

Role

Team Lead, UX Research, UX Strategy

Team

UX Team, Visual Team, Executive Report Team

Duration

10 Weeks

Tools

Figma, After Effect, Illustrator, Photoshop

Kickoff

BMW Group provided us with a detailed project brief outlining the background context, project scope, and their key objectives.

Kickoff

BMW Group provided us with a detailed project brief outlining the background context, project scope, and their key objectives.

Kickoff

BMW Group provided us with a detailed project brief outlining the background context, project scope, and their key objectives.

Research

To begin, the branding team conducted secondary research to understand BMW’s core values, market positioning, and key competitors. In parallel, the UX team carried out primary user research to explore perceptions of BMW and its current technologies, identifying potential opportunities to build upon.

Research

Ideation

The UX, Branding, and Visual teams collaborated cross-functionally, sharing insights and ideas to align on project constraints and strategic direction. This collective understanding laid the foundation for ideating future-forward concepts.

Ideation

User Validation

The UX team validated the effectiveness of our future concepts through user feedback and iterative testing.

User Validation

The UX team validated the effectiveness of our future concepts through user feedback and iterative testing.

User Validation

The UX team validated the effectiveness of our future concepts through user feedback and iterative testing.

Drive for Future

Finally, we delivered an executive summary in the form of a detailed book, documenting our design process and final concepts for the client’s review.

Drive for Future

Finally, we delivered an executive summary in the form of a detailed book, documenting our design process and final concepts for the client’s review.

Drive for Future

Finally, we delivered an executive summary in the form of a detailed book, documenting our design process and final concepts for the client’s review.

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.