BMW SPARK
Duration
10 Weeks
Location
Savannah, USA
My Responsibilities
-Research lead
User Research
Market Research
User Interviews
Product Discovery
Ideation & Iteration
Wire-framing
Tools
Figma
Miro
Timeline
The Team
14
Members
8
Majors
5
Countries
The Clients
BMW is a leading manufacturer of luxury vehicles, renowned for its commitment to innovation, performance, and design excellence. With a diverse portfolio ranging from sedans to SUVs and electric vehicles, BMW caters to discerning customers worldwide, offering driving experiences that blend luxury, technology, and sustainability.
Clients Pain Points
Competition and Revenue
BMW aims to outshine competitors and explore new revenue avenues by venturing into the Virtual Goods market.
Brand Promotion
Entering the Virtual Goods market enables BMW to enhance brand visibility, attract more consumers, and foster a positive brand image.
Appeal to Gen Z
BMW seeks to resonate with the next generation of consumers, Gen Z, by leveraging the Virtual Goods market to create engaging experiences tailored to their preferences and behaviors.
Context
Virtual goods can be used to monetize virtual environments and create new revenue streams for companies, provide additional value and incentives to users, and encouraging engagement and loyalty.
$91 M
Market value of the highest valued NFT
$10 to $20 M
in NFT’s is traded every week on the blockchain network
$200 BILLION
is the estimated valuation for the rapidly growing market of virtual goods, projected to be reached by 2025.
$2 BILLION
in sales were recorded in March alone, highlighting the rapid growth of the market for NFTs.
The market is moving more and more towards Virtual goods, with more and more companies selling their own NFT’s. If BMW wants to stay ahead they also need to enter this space.
Target Audience - Archetypes
Gen Z: The Age of Digital Revolution
Gen Z are tech savy and eager to try new trends.
We categorised Gen Z into 3 different archetypes to understand our target audience better.
Problem Statement
Elevate the brand's value
by strategically leveraging virtual goods to captivate and engage Gen Z consumers.
BMW Catch!
Digital Twin
Your Digital Twin is a virtual, customizable, and unique virtual car that BMW owners and non-BMW owners can enjoy with one another.
Before owning a BMW, you can experience the virtual color choices, collect accessory tokens, and trading experiences.
After purchasing a BMW, you have access to apply accessory tokens, check service information, and send information to your physical car.
Clients approved
BMW Unique Collectibles
BMW Unique Collectibles concept is where BMW can collaborate with jewelery, wearable tech, and clothing brands to create a collection of exclusive merchandise.
This collection will be available to a broader audience, including those who are not yet able to purchase a BMW car. With each purchase, customers will receive a unique digital asset called an "nft," which they can collect, trade, or use in various digital environments, such as the metaverse or games.
The BUC concept provides a new and innovative way for BMW to engage with GenZ, and to offer a unique and personalised experience beyond the traditional automotive industry.
Final Design
Unleashing a New Era of Style and Digital Possibilities!
BMW SPARK offers you an unparalleled opportunity to turn your dreams into reality. Immerse yourself in a world of exclusive merchandise that captures the essence of iconic brands, meticulously crafted to embody sophistication and style. With each purchase, you not only acquire a tangible symbol of luxury but also unlock a digital masterpiece in the form of a unique NFT.
System Breakdown
Entrance
BMW Spark offers entrances through Merch & Brand Collaborations, Events, Buying a Car, or Unique Entrances. Merch includes BMW or collaborative items, while Events have priority tiers. Buying a car yields the highest interaction, rewarding Top Priority Spark. Interactions lead to a 5-digit code for the Obtaining a Spark phase.
Obtaining a Sparks
After entering a code, buying a BMW, or obtaining a unique key, users finish the BMW Spark entrance. Moving to Obtaining a Spark, the system generates 2-4 keys based on user priority. 1-2 interactions create a Spark using 4 keys. Sparks, randomly generated in Tiers 1-5, favor higher priority keys. Users can also save and convert 8 keys into a higher priority single key.
Sparks Interactions
After obtaining a Spark, users can showcase it on social media, convert it to reward points for benefits or event access, and use Brand or BMW Boosters for style or component changes. The marketplace enables buying or selling Sparks with other users.
Discover and Collect Your Own NFT Dream Gallery
Brand Collaboration
What Brands should BMW collaborate with?
PUMA
Puma would give BMW the ability to further expand its influence in the fashion field and grow its brand awareness among PUMA’s younger, trendier consumers.
BULGARI
Bulgari’s customer is primarily women. BMW’s primary customer is men. A collaboration between Bulgari and BMW would expose both brands to a customer base that they lack.
MONCLER
From the perspective of BMW, Moncler is an access point for high-tier clients, emphasizing the Ultra Luxury consumer. The shared values of sustainability and responsibility is a way to relate with Gen Z consumer without sacrificing the brand image in the long run.
Events
What events should BMW sponsor?
COACHELLA
In 2023, GenZ dominates the music scene, leading in music consumption and festival attendance. They are nearly twice as likely as Millennials to use streaming apps. Coachella's 2023 diverse lineup, featuring historic headliners like BLACKPINK and Bad Bunny, creates anticipation. This resonates with GenZ's values of diversity and inclusion, highlighting Coachella's commitment to this new audience.
NEW YORK FASHION WEEK
Gen Z, known as "identity nomads," avoids stereotypes and explores diverse paths of self-expression. Fashion, especially at New York Fashion Week, serves as a key medium for them to discover and embrace their unique identities and enjoy the exclusivity they seek.
COMIC CON SAN DIEGO
Gen Z embraces inclusivity, blurring online and offline friendships, effortlessly navigating diverse communities through technology. Online platforms, like Comic Con, offer ideal chances to connect with like-minded individuals, fostering meaningful bonds and a sense of belonging.
Golden Ticket
Learnings
Catering to Business needs :
Throughout this project, my primary focus revolved around creating a product that would bring value to both users and the business. I firmly believe that user-centric products are instrumental in driving successful businesses. Nevertheless, I recognized the importance of striking a balance between user needs and considering revenue streams and costs. As a result, our project was dedicated to addressing both aspects.
Creativity and Innovation:
Working on a project centered around the metaverse and virtual goods presented challenges, given that these concepts are still evolving, and opinions about them are diverse. However, this open-ended nature also provided us with the opportunity to explore and unleash our creativity.
Leading the team:
In my capacity as a research lead, I took charge of all research-related decisions. It involved a learning process of understanding how much research and the number of participants required within the given time frame. My aim was to ensure that our decisions were well-supported by research, while also leaving ample time for ideation and the product development phase. This approach allowed us to make informed choices without compromising on the innovative potential of the project.
