BMW Configurator
Buying a car made easier, more inspiring AND WAY
more fun.
Buying a car is an exhilarating moment. And the process of configuring a new four-wheeler should enhance that thrill. A cumbersome user experience, however, can put the brakes on the adventure of picking out your next vehicle. After all, choosing a new car should be fun.
To elevate this experience, BMW commissioned our Munich studio to redefine how people explore and personalize their new car in the BMW configurator. It was essential that customer, market, and dealer feedback guided the development of the new tool. Working in close alignment with the BMW vehicle selection team, we created a captivating concept, an easy-to-use interactive experience, and a blueprint for the imagery that shaped the implementation of the all-new BMW configurator. Starting with the BMW iX3, buyers can now craft their perfect car with just a few desktop clicks or smartphone swipes—then dive into a visually stunning 3D world. It’s quick. It’s simple. And it delivers an emotional kick. Because that’s what people truly want when purchasing a new car.
“Understanding what people expect from digital tools is just the start — the real challenge is designing experiences that feel effortless, surprising and truly inspiring.”
SWAYING FLOWERS, SEAMLESS FLOW.
Our teams designed an immersive experience that is at the heart of the new BMW configuration platform. It transports users into a realistic and visually striking environment, where they can admire their vehicle from various angles – either parked on an oceanside driveway or within a spacious display area. As morning turns to evening, flowers sway in the summer breeze while shadows lengthen, and the interior begins to illuminate. Users feel the emotion of bringing their new car home and imagine it as part of their life.
This ultra-responsive 3D visualizer uses cutting-edge rendering tech from the gaming industry to achieve its seamless flow and easy usability. Users can move around quickly, zooming in to check out their favorite details or floating skywards to get a bird’s-eye view. Of course, information about every element of the vehicle is built-in too via concise summaries and to-the-point texts that share specific insights without disrupting the user’s digital playtime. The integration of Snap to Scroll into the mobile optimization makes the experience even smoother and more engaging on handheld devices.
The all-new BMW configurator.
“Designworks helped us create a modern, intuitive layout for the new BMW configurator. Together with the immersive 3D experience and our new assistance features, it takes the customer experience to a new level.”
CROSS-DEPARTMENTAL COLLABORATION FOR AN AMBITIOUS VISION.
Creative minds and technical specialists from our Designworks studio in Munich worked with teams from across departments at BMW on this ambitious project. From concept to launch, our team supported every step in the process to ensure swift approvals, accurate implementation and smooth integration.
The design-driven process led to a user-centric digital platform that keeps buyers full of fun when putting together their perfect car. It’s effortless. It’s exciting. And it ensures an electrifying thrill for users as they imagine their next four-wheeler and feel how it will impact their life. Then, they simply click the mouse or swipe their finger to buy a new car —exactly how they want it.
If you’d like to learn how we at Designworks craft digital experiences for brands, get in touch with Julia Raith, Director of Interaction Design, at julia.raith@bmwgroupdesignworks.com
You can check out the new BMW configurator here.