Role Experience Design Director
Client BMW Motorrad
Experience Design.
How might we transform BMW Motorrad from a motorcycle manufacturer into a dynamic lifestyle brand that resonates emotionally and logically with both seasoned bikers and adventurous non-riders?
Making life a digital ride.
Motorcycles and the culture surrounding them have arguably lost relevance. The market is stagnating and all brands face the same problem: They have lost their grip on mainstream culture, plus their current customer base is noticeably old. Working with the VCCP Berlin team my mission was to engage both seasoned riders and potential bikers who share a passion for seizing the day.
We assumed that different riders of different bikes have unique preferences and needs a sports bike rider are not the same as a moped rider. BMW needed to be perceived as more than just motorcycles, and the brand experience had to be personalized to resonate with these diverse riders. Our mission: engage both seasoned bikers and potential riders who share a passion for seizing the day.
💡The results and impact
By blending a thoughtfully designed system, rigorous user testing, and in-depth research, BMW Motorrad redefined itself as a vibrant lifestyle brand. This transformation not only expanded its reach but ignited a passion for the ride.
Surveys indicated that 55% of participants felt a stronger emotional connection with BMW Motorrad. This connection was driven by personalisation and the brand’s ability to resonate with their individual lifestyles.
Detailed feedback from user testing revealed that participants appreciated the personalised and adaptive experiences. Sports bike riders lauded the bold, while moped riders enjoyed the relaxed. This feedback validated our choices and highlighted the importance of catering to diverse rider profiles.
The new brand strategy fostered a sense of community among riders. Social media engagement increased,
with users sharing their personalised experiences and connecting over shared passions. This community building further strengthened the brand’s image and loyalty. Laying the foundation for many future digital channels to be built upon.
💡The challenge
BMW Motorrad sought a comprehensive strategy to transform its brand image and connect deeply with a broader audience. This transformation needed to be reflected in every interaction and touchpoint, ensuring the brand was seen as both exciting and reliable. Specifically, they required:
Design system A flexible, visually striking design system that could be consistently applied across all mediums and touch-points, personalized to cater to different rider profiles
Extensive research Engaging a diverse group of both bikers and non-riders to ensure the digital direction resonated well with each segment.
Robust testing In-depth testing to uncover key bike moments that inform the creation of every asset, from website interfaces to social posts.
💡Answering the challenge
Our journey began with the creation of a cohesive and flexible design system. The system needed to be striking while enabling personal, adaptive, and expressive experiences. Our goal was to make it possible for the brand, individual preferences, and rider types to converge into one-of-a-kind experiences.
The system embraced the brand's design sensibility while honoring settings that individual riders could choose for themselves. For instance, a sports bike rider would experience a bold, adrenaline-pumping interface, while a moped rider would enjoy a more relaxed aesthetic. This customization ensured that each user felt a personal connection with the brand.
We knew that to resonate deeply, we had to understand our audience intimately. We conducted extensive research with 100 participants, a mix of bikers and non-riders alike. Through interviews, context labs, and interactive sessions, we gathered invaluable insights. We discovered that seasoned bikers appreciated detailed data and customization options, while potential riders were drawn to safety features and lifestyle integrations. The research playing into iterative refinement, ensuring that our design were both innovative and grounded in authentic insight.
⚡️Outputs
• Design system
• Content system
• Technical architecture
⚡️Methods
• Content design
• User-centered design
• Process mapping
• Prioritization frameworks
