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Delft University of Technology

1. Solé Boleda, M. Designing for short experiences: A Millennials-centered innovation approach for BMW:.

Degree: 2016, Delft University of Technology

This master thesis focuses on designing for short-term driving experiences. This strategic opportunity is discovered through a user-centered approach focused on understanding Millennials: people born between the 1980s and 2000s. Millennials are crucial to BMW because they are reaching economic independence and becoming future potential BMW customers. Moreover, they show different interests and behave differently from previous generations. In fact, Millennials are delaying their car purchase and opting for more flexible and open models such as renting or car-sharing. Since Millennials are not bound to a car they own, this generation is enjoying a longer and richer driving exploration phase. This differs from previous generations and indicates that Millennials are not only more knowledgeable and aware of different car offerings but expect cars to fulfill a new need: an enjoyable short-term driving experience. Finally, as current BMW customers gradually embrace new technologies in their lives, they become more similar to how Millennials think, behave, and build expectations. All of this should have an impact on how BMW design cars today. This project focuses on the need for intuitiveness, guidance, and communication for occasional driving with unfamiliar cars. The main goal is to provide an outstanding first brand experience, as a way to differentiate BMW among other car brands. Interviews and ethnographic research with Millennials show three sequential emotional pillars essential for a good short-term driving experience. These are (1) feeling of control, (2) feeling of expertise, (3) feeling of surprise and fun. Furthermore, five areas of improvement for BMW were highlighted in order to facilitate the aforementioned emotional pillars. These are (1) management of fast access functions, (2) information management, (3) car language, (4) automation adoption, and (5) personalization. Based on research, design principles and three different tools are developed in order to help BMW UX designers understand and empathize with Millennials when designing for this new generation. Finally, three design concepts illustrate the ideal characteristics of the new short-term driving experience in the BMW car. Ultimately, this project contributes to the efforts of making BMW and the automotive industry more user-centered. Advisors/Committee Members: Calabretta, G., Roscam Abbing, E., Patron, F..

Subjects/Keywords: Millennials; Automotive industry; BMW; user-centered innovation; strategic design

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APA (6th Edition):

Solé Boleda, M. (2016). Designing for short experiences: A Millennials-centered innovation approach for BMW:. (Masters Thesis). Delft University of Technology. Retrieved from http://resolver.tudelft.nl/uuid:3d3cc494-31ee-443d-8145-c9ab56d57139

Chicago Manual of Style (16th Edition):

Solé Boleda, M. “Designing for short experiences: A Millennials-centered innovation approach for BMW:.” 2016. Masters Thesis, Delft University of Technology. Accessed January 21, 2020. http://resolver.tudelft.nl/uuid:3d3cc494-31ee-443d-8145-c9ab56d57139.

MLA Handbook (7th Edition):

Solé Boleda, M. “Designing for short experiences: A Millennials-centered innovation approach for BMW:.” 2016. Web. 21 Jan 2020.

Vancouver:

Solé Boleda M. Designing for short experiences: A Millennials-centered innovation approach for BMW:. [Internet] [Masters thesis]. Delft University of Technology; 2016. [cited 2020 Jan 21]. Available from: http://resolver.tudelft.nl/uuid:3d3cc494-31ee-443d-8145-c9ab56d57139.

Council of Science Editors:

Solé Boleda M. Designing for short experiences: A Millennials-centered innovation approach for BMW:. [Masters Thesis]. Delft University of Technology; 2016. Available from: http://resolver.tudelft.nl/uuid:3d3cc494-31ee-443d-8145-c9ab56d57139

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