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BMW AND MINI AFTER-SALES: THE DIGITAL CUSTOMER EXPERIENCE OF THE FUTURE

Bringing the sale of car accessories to life with AR & VR

Innovative solutions using AR & VR

A digital lifestyle experience for customers in the automotive sector: with this aim in mind, we created the Accessories Configurator for BMW and Mini. By integrating augmented reality (AR) and virtual reality (VR), the car manufacturer’s customers can select their vehicle accessories and configure them to suit their own preferences. Individual ideas are thus brought to life at the touch of a button through the virtual product experience. This interactive application, with its playful approach, marks a significant milestone in the digital transformation of the automotive industry.

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The challenge: a seamless digital customer journey

The aim of BMW and MINI was to create a positive customer experience when purchasing accessories and lifestyle products through innovative digital solutions. Seamless integration into the existing customer journey was key.

In interdisciplinary workshops based on the Google Venture Sprint methodology, initial ideas and concrete prototypes were developed and tested directly with real customers. Based on the insights gained, we worked with our project partners at BMW and MINI to draw up a roadmap and set the innovation project in motion.

AR & VR User Experience

Working closely with BMW and MINI, several solutions have been developed:

  • A global BMW and MINI Accessories Configurator as a web-based solution.
  • An augmented reality app for virtual configuration using smart glasses.
  • A virtual reality application that enhances the product experience through haptic feedback.

The Accessories Configurator enables the customised and model-specific configuration of accessories via the web and the app. The application is currently used by customers in around 35 countries. We have also supported BMW and MINI with ongoing development and global market support.

The augmented reality app integrates the configuration process seamlessly into the consultation. Through smart glasses, users can experience cars and accessories virtually. The app made its debut at the IAA motor show in Frankfurt.

The virtual reality application enhances the digital experience by providing haptic feedback during product interaction.

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Combining expertise to create an excellent product

Our software architects and UX/UI designers worked hand in hand with the specialist departments at BMW and MINI. This enabled us to design user experiences, implement technical solutions and integrate processes from the outset. Thanks to the support of agile coaches and project managers in coordinating the iterative approach, the project was successfully implemented in a short timeframe.

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Uncertainty in your project, difficulties in formulating a viable vision, or technical challenges that are difficult to overcome? We support companies in finding quick and effective solutions to their problems. Interested? Let's talk.

Chris Ehl, Director Digital Business Innovation

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