Redesigning the Car Dealership Experience

Sponsored collaboration with BMW Group 2017

Client BMW

Role Experience Designer

12 interdisciplinary international designers

10 weeks

Research:

Leading the research efforts, Meghan was able to guide the team through creating a research plan, discussion guides, in field research, synthesis, and design strategy. For secondary research, we focused on companies within the automotive industry and companies known for exceptional customer service outside of the automotive industry. This allowed us to generate a competitive landscape based on experience. From Hublot and Glossier to Tesla and Honda. For our primary research, we wanted to understand the United States as a whole. We decided to research in three cities that would give us a wide variety of demographics, experiences, and dealership experiences. In Savannah, Ga, Atlanta, Ga, and New York City, New York we were able to observe a variety of shopping experiences, complete social probes, and interview a variety of people.

Framed Question

How might we engineer the BMW experience to be more like their cars?

How might we improve customer comfort to enhance brand perception?

How might we curate the BMW culture to create an authentic sensory journey?

How might we educate the users to ensure transparency?

Renders completed by team member.

With our research, insights, and framed questions in mind, we were able to develop three brand directions: adapt, expand, and explore. Through multiple co-creation sessions we were able to design a BMW car dealership experience that would allow current BMW dealership owners to adapt to the changes. It would allow BMW to expand their brand image and explore new partnerships and business possibilities.

For more information on this project, feel free to email Meghan at meghanpreiss@gmail.com