Savannah Walker

BMW X SCAD

 

 

 

 

Outcome

 

After 10 weeks of research and design uncovering insights, our team created four concepts that BMW could integrate into their different services and touch points. The concepts were presented through visual storyboards, videos, and contextual examples. We provided a process book as well as a website to host all of the insights from our contextual research, surveys, interviews, focus groups, secondary research, concepting, ideation, and prototyping.

 

SCAD partnered with BMW to explore how to create human-to-human connections during our journeys based on the social breadcrumbs left on social platforms.

 

 

 

our team

 

At the heart of the brief, BMW asked us to facilitate human connections and to foster authentic interactions. So SCAD responded and built a team of people who came from different countries, spoke different languages, ranged in age, and had a variety of passions and majors to join BMW on their journey to cultivate connections.

 

We had 2 professors and 12 peers whose disciples were Industrial Design, Service Design, Design Management, Graphic Design, Motion Media, Advertising, Interactive Design, Game Management, Architecture, and Photography.

My Role

 

My biggest role on the team was executing the process book. It housed all of our research and final concepts. It was passed onto BMW with the intention of it being utilized as a toolkit to explain the concepts to their team and build upon them as they need. I laid out the outline and delegated copy and content to the team and prepared it to be sent to print.

Other skills

 

Being on a small team is a great opportunity to learn new skills and try out new techniques. I never said no; I learned a lot from my teammates of other disciplines as well as trial and error.

Research

Contextual and Ethnographic Primary and Secondary

service design

User Research and Blueprinting

project management

Enabling and Supporting

ideation

Concepting and Prototyping

PROCESS

RESEARCH - JOURNEY MAPS

 

Digging into your user’s life can help define the precise need for which an innovative solution is designed. Through desktop exploration, academic papers, and interviews with insightful subjects, we were able to find opportunities that became fundamental for our design process.

 

Through research, we generated journey maps and scenario maps to help define the landscape of the three unique journey types. This tool helped unearth detailed touch-points throughout each journey, and identify some initial opportunities.

User journeys

 

To better understand the experience of each journey, we used our secondary research and collected anecdotes to create scenario maps, exploring what a user might think, feel, and do during each stage.

Social Media Usage

 

We researched different platforms in order to find possible patterns and trends, social media usage, regarding the types, how frequently they are used or for what purpose vary according to aspects like age, gender, education and income, among others.

Insight

 

Snapchat user distribution is very high in the 18 - 24 year-old range and has the most dramatic drop off as age increases.

insight

 

Facebook had the closest to even distribution with older users in both the 45 - 54 and 55-64 age groups each staying above 17%.

insight

 

The majority of social media users exist in the 18 - 34 age range and taper off as the age ranges get older.

a less relevant data pool for BMW.

insight

 

Snapchat and Google plus are two platforms that provide a less relevant data pool for BMW.

insight

 

Facebook stands out as having the highest number of users on its platform.

Interviews

 

The team interviewed people to understand their behavior around social media, the ownership of their cars, and details about their travels. The knowledge that team was able to uncover from these interviews became a key factor that informed the persona creation and ideation stage.

 

surveys

 

To research further, the team made 18 survey questions, and posted
them in social media channels, gathering a total of 155 responses.

 

Taking all of the previous research including social media trends and patterns, interviews and surveys, we moved into compiling the data and insights to see how these could lead us into different directions and concepts.

IDEATION

INSIGHT THEMES

 

After our four weeks of research, it was time to gather it all and begin affinitize. We pulled out important trends and opportunities and synthesized it into four insights to guide our ideation.

customizable technology

I like the sense of control provided by technology. In a way, it gives me liberating freedom.

social media
and tribes

I sometimes feel Social Media ‘over notifies’ me. However, when it comes to my close connections I am fully open to notifications and interactions.

Technology and human interaction

My car allows me to stay connected while driving. At the same time, it takes me places where I can connect with the people I care about.

emotional connection with the vehicle

The experience inside the car gives me a space to learn about myself and connect with others.

AFFINITIZATION

MIDTERM WORKSHOP

 

Our midterm presentation was an opportunity to facilitate creative thinking. We designed a workshop that enhanced collaboration with our client. We created a space where SCAD and the BMW team could share ideas as well as start to align and explore different concept paths.

 

The team took advantage of the momentum from the workshop and committed to a series of fast-paced brainstorming exercises. The patterns that emerged were quickly recognized as the seedlings of the ideas that would grow to become the final concepts.