A digital lifestyle experience for automotive customers: With this ambition in mind, we created the Accessories Configurator for BMW and Mini. By integrating augmented reality (AR) and virtual reality (VR), customers of the automaker can select vehicle accessories and configure them according to their own preferences. Individual ideas are thus brought to life through the virtual product experience at the touch of a button. The interactive application, with its playful approach, marks a significant milestone in the digital transformation of the automotive industry.
The goal of BMW and MINI was to use innovative digital solutions to create a positive customer experience when purchasing accessories and lifestyle products. 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 develop a roadmap and initiate the implementation of the innovation project.
Working closely with BMW and MINI, we have developed several solutions:
The Accessories Configurator enables the individual and model-specific configuration of accessories via the web and app. The application is currently used by customers in approximately 35 countries. We have also supported BMW and MINI with ongoing development and global market support.
The augmented reality app playfully integrates configuration into the consultation process. Through smart glasses, users can virtually experience cars and accessories. The app made its debut at the IAA trade show in Frankfurt.
The virtual reality application enhances the digital experience with haptic feedback during product interaction.
Our software architects and UX/UI designers worked closely with the business units at BMW and MINI. This enabled us to design user experiences, implement technical solutions, and integrate processes from the outset. With the support of agile coaches and project managers in coordinating the iterative approach, we successfully delivered the project within a short timeframe.
![[Translate to en:] Ansprechpartner Chris Ehl](/fileadmin/_processed_/f/9/csm_Christian_Ehl__806226fe26.jpg)
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Chris Ehl, Director Digital Business Innovation