Envisioning the future of mobility

About Project

The BMW Vision iNEXT symbolizes the vision for the future of mobility. It embodies the user's trust and the capability to do more, as it transforms into a connected space to feel at ease and take charge of the micro-moments in life.

All and powerfully electric, fully automated, and completely connected - this ultimate robust vehicle performs for all your driving experiences, and lets you indulge in just more.

Challenge

The web touchpoint experience for BMW Vision iNEXT strives to explicitly communicate the distinct identity of its product with its functional, emotional, and self-expressive benefits.

The project involved strategizing and crafting the product's distinct identity and positioning - by establishing its associations and benefits, content strategy, information architecture, user experience, and visual style along with symbols that will embody the Vision iNEXT product through its compelling web experience.

Process

The gaps in the existing web experience were identified, including inconsistent positioning and visual language, and underutilized functional, emotional, and self-expressive benefits. Refreshing the information hierarchy, relevance, and discoverability of the user experience was also necessary.

Insights were derived from trend analysis, competitor assessment, and self-analysis exercises to evolve a more dynamic and focused product identity and experience vision for the BMW Vision iNEXT web touchpoint. The strategy aimed to enhance usability and personalization, highlight targeted functional, emotional, and self-expressive benefits for users, and establish a strong product identity through cohesive positioning and consistent visual language.