BMW DriveNow — Erik van Bergen

BMWi DriveNow | Car Sharing Service Concept

Challenge

In a consulting role to BMW, the team's challenge was to design concepts for BMWi's DriveNow premium car sharing service. These service enhancements would serve as part of the implementation plan for introducing the service to a new market: the Netherlands. DriveNow had recently launched with a rapidly assembled offering in their home city of Munich. Constraints included the adaptation of systems already associated with the service, while understanding that BMW would not have the same municipal support as was afforded it in Munich. This had enabled the differentiating service attribute of allowing users to park vehicles on the street anywhere in the city.

Approach

A significant research effort was undertaken to understand the selected market context, from economic considerations, to governmental requirements, to infrastructure realities. Mobility, communication and social trends were also researched for their potential influence on the emerging sharing economy. Beyond literature research and observation, potential users were surveyed, interviewed and involved in a generative focus group session to help gain insights into mobility needs and motivations. User personas were generated and mobility experiences were mapped to help uncover opportunities for innovation.

From the breadth of research three distinct concepts were generated, using storyboards to help communicate the service experience. The final concept refinement ensured that the brand experience was uniform from all levels of user interaction and was conveyed through a service roadmap, implementation plan, illustrations, animations and use scenario movies to help convey the overall service experience.

Outcome

While the service concept was developed based on the Dutch context, elements such as integrated en route ride sharing, intermodal route planning, and branded experience centers were purposely considered to enable transfer to other markets while enhancing mobility and premium brand experiences. Although BMW has yet to enter the Dutch market, much of the concept solution is already implemented in DriveNow’s other locations and BMW has acquired IP protection for a check-in solution that allows splitting costs among passengers. As a result of the strategy and design implementation, DriveNow is satisfying its mission to revolutionize premium mobility services to address the changing needs of the urban population.

CONCEPT SOLUTION

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Holistic Service Offering

Integrated mobility services — DriveNow as a premium mobility enabling service, not just a car sharing provider

Focused on the journey — offer convenience, enjoyable experiences, and enhanced information en route to destination

Shared experiences — a social platform that promotes gatherings

Referral incentives — Dropbox-style sign up rewards

Premium brand feel — consistency across touchpoints

Cost sharing — integrated ridesharing network with multiple
rider check in as a differentiator from competitors

Intermodal Planning

To provide a superior journey planning tool, the concept of an intermodal planning App was conceived. With the goal of satisfying users' mobility needs, the App offers a variety of travel options to tailor time, costs and comfort to personal preferences. Using a DriveNow vehicle is just one of several options, including public transportation, integrated to enable the most efficient travel.

Integrated Ridesharing

A significant service differentiator, the concept of integrated ridesharing allows users to easily and securely split costs associated with friends or other service members as multiple passengers can "check in" for the ride. This is also enabled while en route to a destination, offering the option to pick up a passenger to cut expenses. This not only helps reduce customer cost burden but limits the number of vehicles required to operate the service.

Experience Centers

To help build brand awareness and create a seamless experience during in-person signup, the concept of DriveNow Experience Centers was developed. These physical touchpoints are premium storefronts in major urban centers or mobile pop-up shops set up during market day in smaller towns.

CONCEPT DEVELOPMENT

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Brand Values and Assets

The successful implementation of a design solution is impacted by the client’s organization, core values, business situation and capabilities. DriveNow’s associated brands were investigated to ensure decision criteria would be effectively addressed.

Context Research

Because the service operates in a mature mobility market, the team investigated both cultural and infrastructure context that would impact the viability of a disruptive solution. Both the use of public transportation and enthusiasm for cycling are integrated with the Dutch culture and presented a significant competitive threat with low associated costs.

User Motivations

Interviews, generative sessions, day in the life diaries, personas and other methodologies were used to uncover insights into user emotions and needs associated with mobility.

Storyboards

Storyboards, mood boards and other methods were used to help summarize key features and convey user experiences as concepts were being formulated.

Customer Journeys

Journey maps and process flows were tools used to convey the customer experience while using the proposed mobility services. Challenges and opportunities were highlighted, including those related to the interplay between the various service providers.

Rollout Strategy

Design ideas were coupled with business models and implementation strategy. As a concise means of communication, infographics were used to convey the service rollout and resource requirements, supplementing in-depth written documentation.