BMW Intelligent Personal Assistant (IPA)- Persona Creation

Overview

As the Lead UX and Conversation Designer, I spearheaded the creation of a tailored IPA persona for BMW, focusing on the Chinese market. This project aimed to make BMW's IPA more relatable and engaging, aligning with Chinese cultural nuances and BMW's brand values.

Challenges & Constraints

• Lack of a precedent for a global IPA Persona.

• Limited research available on user preferences within the Chinese market, compounded by strict time constraints.

Results

The results of this project exceeded expectations of headquarter design team. This was shown through the following areas:

1. The project set a benchmark for IPA character creation within BMW, influencing conversational design strategies globally.

2. Initiated the development of persona creation guidelines, marking a significant shift in BMW's approach to user engagement.

Research

Our journey began with an exhaustive research phase aimed at understanding the unique expectations and preferences of Chinese BMW owners. By delving into studies on demographics, technology usage, and attitudes towards virtual assistants, we aimed to ground our design in solid user insights. A pivotal part of this phase was reconciling the global IPA characteristics with local preferences, which required thoughtful consideration of cultural nuances and user expectations.

Research Insights

Through competitive analysis, customer studies, and exploration into Chinese user preferences, we uncovered key insights:

• Chinese BMW owners are younger and more tech-savvy compared to global averages.

• Preferences for a conversational assistant that balances humor with emotional connection, avoiding a machine-like demeanor.

These findings informed our ideation, focusing on creating an IPA character that embodies BMW’s brand values while resonating with the Chinese audience.

Summaries Of Research Findings

In-Depth Process and Thinking Approach

In the creation of the BMW IPA persona, every decision was meticulously made to ensure alignment with both BMW’s brand values and the unique cultural nuances of the Chinese market. Here's a closer look at our design rationale:

Values and Persona Exploration

The core of our persona creation revolved around embodying the principles of sophistication, reliability, and innovation—traits synonymous with the BMW brand. We aimed to design an IPA character that wasn't just a service provider but a trusted companion to the user. Balancing humor with professionalism, we crafted a persona that could engage users in a friendly manner while maintaining an air of premium service, reflecting BMW's luxury status.

Cultural Adaptation and User Preferences

Acknowledging the target demographic's youthful and tech-savvy nature, we adapted the IPA's communication style to be informal yet engaging, weaving in popular cultural references aptly.

Collaborative Workshops

Engaging with product managers, researchers, and marketing teams, we organized workshops to ensure a cohesive vision. These sessions facilitated open discussions on the IPA's identity, origins, and character, ensuring that every aspect of its persona was meticulously crafted and aligned with user expectations.

Feedback Integration

The iterative design process included several rounds of internal testing, where feedback played a critical role in refining the IPA's personality. For example, initial responses indicated a preference for a more nuanced emotional range in the IPA's responses. We adjusted the character's dialogue to exhibit a broader spectrum of emotions, enhancing the user's sense of interaction with a sentient being.

Usability testing

With a preliminary IPA persona in hand, we conducted internal testing to gather feedback across different teams. This iterative feedback loop was invaluable, highlighting strengths and identifying areas for improvement. Positive responses validated our direction, while constructive criticism inspired further refinement, particularly in making the IPA's character more nuanced and adaptable to various user interactions.

Results

The results of this project exceeded expectations of headquarter design team. This was shown through the following areas:

1. The project set a benchmark for IPA character creation within BMW, influencing conversational design strategies globally.

2. Initiated the development of persona creation guidelines, marking a significant shift in BMW's approach to user engagement.

Reflective Practice and Learnings

While the project was a success, I recognize the potential for expanding our initial research scope to incorporate a wider array of data sources. Future endeavors will benefit from a more diverse research approach, potentially uncovering deeper insights into user needs and preferences.