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AutoFlex Plan
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In collaboration with BMW Group and Jacobs Institute for Design Innovation, this course builds on the findings from the BMW x JIDI Summer Design Research fellowship, centering on the design and implementation of digital products. Our project focused on designing a digital solution to encourage sustainable consumer behavior, specifically targeting Gen Z car buyers. Recognizing the current gaps within the car-purchasing experience for Gen Zers, my team and I served on a mission to reimagine the the idea of car ownership to envision a more sustainable future.
Duration
August - December 2023
Roles​
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Researched Gen Z preferences and concerns for sustainability, transportation, and digital products.
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Identified a problem and generated thoughtful ideas to address it.
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Thoroughly developed a concept and designed meaningful digital and experiential prototypes to support it.
Skills
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User-centered research
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Affinity mapping
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User interviewing
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Experiential prototyping
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Collaborative decision-making
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Creative design thinking
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Innovative prototyping
Overview: Current BMW Offerings
![[GEN Z] Digital Eco Assistant.png](https://static.wixstatic.com/media/05b54c_307863d674584c09b2bdf507b28618d6~mv2.png/v1/crop/x_0,y_571,w_3008,h_2467/fill/w_395,h_324,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/%5BGEN%20Z%5D%20Digital%20Eco%20Assistant.png)
BMW offers various sustainable services, but Gen Z customers often find it difficult to discover them when purchasing a car.
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Sustainable services are not intuitively discovered, and their benefits are unclear in the car-purchasing process.
Problem: Car-Purchasing and Sustainability
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Gen Zers believe that sustainable products charge more, which leads to unnecessary financial burden in the car-purchasing process.
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Target Market: Gen Zers
How might we encourage Gen Zers to adopt sustainable practices, while also alleviating their financial concerns in a car-purchasing experience?
User Persona
Research Process
User Research
We began by doing general research on the Gen Z market, including their habits, preferences, characteristics, and their engagement with sustainability and digital products.
![[GEN Z] Digital Eco Assistant (4).png](https://static.wixstatic.com/media/05b54c_9e5d4142d1e8482ca24287680a3176a8~mv2.png/v1/fill/w_650,h_308,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/%5BGEN%20Z%5D%20Digital%20Eco%20Assistant%20(4).png)
After discussing our findings, we organized the information into different categories to enhance visualization and understanding.
![[GEN Z] Digital Eco Assistant (6).png](https://static.wixstatic.com/media/05b54c_4236508dd0dc4c2e8ef98b6ce87af938~mv2.png/v1/fill/w_630,h_114,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/%5BGEN%20Z%5D%20Digital%20Eco%20Assistant%20(6).png)
Affinity Mapping
We used affinity mapping to categorize and vote on brainstormed ideas as a team, leading to the identification of a problem and insight statement that guided our focus direction.
![[GEN Z] Digital Eco Assistant (5).png](https://static.wixstatic.com/media/05b54c_2cc98841f7134ac084320eadeae45a4b~mv2.png/v1/fill/w_414,h_396,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/%5BGEN%20Z%5D%20Digital%20Eco%20Assistant%20(5).png)
Our main focus revolved around addressing Gen Z financial concerns in purchasing sustainable products.
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Insight: Gen Zers believe sustainable products charge more and lead to unnecessary financial burden in car-purchasing.
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Problem: How might we encourage Gen Zers to adopt sustainable practices, while also alleviating their financial concerns in a car-purchasing experience?
![[GEN Z] Digital Eco Assistant (1).png](https://static.wixstatic.com/media/05b54c_d120789f8c22434096f2ad8671023d34~mv2.png/v1/fill/w_414,h_495,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/%5BGEN%20Z%5D%20Digital%20Eco%20Assistant%20(1).png)
Idea Generation
Building upon insights from earlier phases, we brainstormed specific ideas on whiteboards to tackle the main problem and insight statement. We ultimately selected Idea #3, the Digital EcoAssistant.
![[GEN Z] Digital Eco Assistant (2).png](https://static.wixstatic.com/media/05b54c_27cedbc457384c36b38ff70a2704bb2a~mv2.png/v1/crop/x_268,y_230,w_6173,h_7205/fill/w_351,h_410,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/%5BGEN%20Z%5D%20Digital%20Eco%20Assistant%20(2).png)
![[GEN Z] Digital Eco Assistant (3).png](https://static.wixstatic.com/media/05b54c_0fb383f7ed4541a19d5c311b8e50c79c~mv2.png/v1/crop/x_229,y_248,w_6756,h_6723/fill/w_412,h_410,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/%5BGEN%20Z%5D%20Digital%20Eco%20Assistant%20(3).png)
Design Process
Initial Idea
In the early stages of our design process, we designed the Digital EcoAssistant interface, which provides customers with environmentally-friendly recommendations
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User Feedback
Testing our prototype with Gen Zers revealed that sustainable data transparency alone does not motivate them to choose sustainable options in a luxurious car. This key finding prompted further research to refine our solution space based on users’ needs and pain points.
Further Research
We researched leading technology and car companies to study their marketing campaigns involving sustainable products and initiatives.
![[GEN Z] Digital Eco Assistant (7).png](https://static.wixstatic.com/media/05b54c_6bd18f81d7294dba8b7e05aad9839209~mv2.png/v1/fill/w_668,h_411,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/%5BGEN%20Z%5D%20Digital%20Eco%20Assistant%20(7).png)
We explored various car dealerships to better understand the car-purchasing process, seeking insights and inspiration for our problem space and potential improvements.
![[GEN Z] Digital Eco Assistant (8).png](https://static.wixstatic.com/media/05b54c_5ecb5d9d933044c39175a65f56df23f7~mv2.png/v1/fill/w_668,h_393,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/%5BGEN%20Z%5D%20Digital%20Eco%20Assistant%20(8).png)
Solution: AutoFlex Plan
WHAT IF we reimagine the idea of car ownership to envision a more sustainable future?
Overview
Autoflex operates on a subscription-based model, allowing customers access to BMW vehicles on demand with periodic payments
Comparison
Regarding user flow, AutoFlex offers a more linear and straightforward experience when compared to existing car purchasing services.
Competitor Analysis
AutoFlex stands out with its unique combination of flexibility, accessibility, affordability, and sustainable focus, offering a service unparalleled in the current market.
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Final Design
01. Personalization
A user-friendly tool analyzes individual needs and preferences to recommend the most suitable AutoFlex plan.
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The onboarding process starts with a series of questions, considering the complex features and choices in the car shopping experience.
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02. Accessible and Affordable
By maintaining a consistent price structure, the AutoFlex service alleviates financial concerns for customers. The AutoFlex Plan offers users the advantage of flexible access to regular vehicle upgrades without increasing monthly costs. Additionally, customers have the freedom to subscribe to a plan (individual, family, corporate) that aligns with their lifestyle.
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03. Flexible Access to Models
Customers subscribe to the AutoFlex plan, enabling them to conveniently upgrade to a new BMW model when desired.
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04. Subscription Confirmation
After users choose the plan type and vehicle model, they will be directed to a confirmation page displaying all relevant details about their subscription.
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05. Earn Eco-Driving Rewards
Users earn reward points for practicing eco-conscious driving, encouraging the adoption of sustainable habits and contributing to a more sustainable planet. On the dashboard, users can track their reward progress and check their eligibility for plan upgrades.
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Impact
Experience Prototype
First Iteration- Concept Demo
Demonstration of concept idea to test its effectiveness and improve accordingly.
Final Prototype
With this physical prototype, we aim to emphasize the message that a customer's car shouldn't be a sacrifice or compromise throughout various life stages. The AutoFlex Plan emphasizes the idea that a person's vehicle should be a convenient and reliable companion, rather than a source of inconvenience or compromise.
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This experiential prototype adds a touch of personality and relatability to help customers better understand and connect with the concept, enhancing clarity and effectiveness.
Next Steps
Ensure that prototype design effectively addresses Gen Z sustainability and financial concerns.
User Testing
Analyze the results from user testing to understand what works well and what areas need improvement.
Feedback Analysis
Make adjustments to better meet the needs of Gen Z buyers regarding sustainability and financial aspects.
Iteration
Presentation
December 11, 2023: "Designing Digital Sustainability" course students present prototype designs to BMW stakeholders