This project showcases the design outcomes from the 2023 BMW X University Student Co-Innovation Challenge.
Our brief centered on reimagining BMW’s marketing approach in the era of AI. We focused on user pain points in the car-buying journey and identified the test drive as a key moment of influence. We found that delivering an empathetic and accurate user profile during this stage can significantly enhance decision confidence.
With AIGC technology, we reframed the test drive into a participatory marketing experience. We selected BMW’s BAVA IP to create personalized digital avatars for test drive participants. These avatars reflect individual driving styles and preferences, suggest tailored vehicle matches, and connect users to the BAVA family.
Our final deliverables include a test drive customer journey map, UI prototypes, and BAVA persona AIGC test.
