In 2019, BMW got it’s best-ever sales result in China since entering the market in 1994. China become the most important market for company. The booming development of Internet technology makes requirements of customers in China are very different from those in Europe. At the same time Chinese EV startups started volume production and delivered productions and innovation service model to consumers. As a result design the cockpit for Europe and localized for China doesn’t work anymore.
I was the first Chinese designer of an ambitious project to design the next generation BMW intelligence cockpit experience(launch in 2025) for China customers and input the concept to global design.
Big goal for the project was to refine the BMW cockpit experience, make the design from China to global.
Neither our Munich counterpart nor Chinese design team had not experience with the project that needs to from scratch.
Compare with software production, automotive production cycle is longer and more complex. We need to work closely with multiple function teams, push the concept during a complex decision making process
As the key concept design contributor I led the design with another local designer and design tech between October 2018 and October 2020. After October 2020 I led the design with the design tech.
I defined the design goal with global team conducted early stage user research, designed information structure、wireframe and prototyping, delivered high-fidelity cockpit mock up and user testing with different teams.
Qualitative research: Interview 23 BMW customers; Conduct 1 week filed research in retail stores.
Quantitative research: CSI and hundred previous research reports input.
Competitor analysis: study another 6 cars hardware layout 、information structure and HMI design: Benze E Class, Volvo S60 2019、NIO ES8、Tesla Model X, M Byte、Tesla Model 3
Tech analysis: conduct interview with suppliers to find possible tech solution for 2025