Connecting With A Young & New Generation

Project Overview

Through a SCADpro collaboration with BMW, the client tasked us to transition gamers from their Fortnite world Hypnopolis, to their unreleased Meteverse which we labelled the Virtual Experience (VXP).

Roles

Design Manager, Experience Design Lead.

Timeline

10 Weeks — Final Pitch November 2023

Stepping Up To Leadership

The biggest challenge I faced personally was taking on a leadership role mid-way through the project. I was initially just the UX Design Lead, and through some internal struggles I was promoted to also be the Design Manager, managing the design process. Embracing this responsibility helped me steer our design and research efforts toward innovative solutions that fit BMW’s goals, leading to successful final deliverables and presentations.

The Goal

BMW — along with other automotive companies — struggle to connect with younger generations. They began exploring video games like Fortnite, and wanted to create their own real estate in the Metaverse, yet they were not sure how to get people there. That was our goal.

Our Guiding Northstars

Engage Gen Z

Craft an immersive experience that connects with Gen Z and the BMW brand.

Seamless Transition to vxp

Facilitate a smooth shift from Hypnopolis to the VXP while keeping users engaged.

Build Community

Create features that promote social interaction and loyalty within the VXP.

Our Research Lead Our Strategy

Gen Z Craves Experiences, Not Possessions

We found that Gen Z values emotional connections and social interactions more than products. They seek experiences that reflect their passions, using gameplay to express themselves and connect.

Shooting Gamers Don't Want Racing Games

Fortnite players are hooked on the shooting mechanics. We knew a complete game style shift wouldn’t work, so we focused on a smooth transition.

Incentivizing Engagement is Key

Shooting game players weren’t motivated to explore Hypnopolis. By tapping into their competitive drive, we added incentives that boosted engagement.

We Adopted A "Co-Creation Creates Champions" Mindset

We used a co-creation strategy and adapted to an agile framework to handle tighter deadlines while staying innovative and align with BMW’s vision. By focusing on the user experience and listening to feedback, we needed to create designs that not only provided value for the users, but BMW also.

Co-Creation as a Core Strategy

When I became manager, the team was stuck in silos. I pushed for an all-in team mindset, breaking barriers and boosting collaboration.

Storyboarding Our Story

We didn’t have time for a full Metaverse, so we focused on storytelling—capturing the emotional and visual essence of the journey.

User Feedback as a Driver

To get shooter gamers into driving, we dug into what motivates them. That insight helped us design something that clicked.

From Shooter to Racer

We knew the transition from shooter games to racing games had to feel natural, or players wouldn’t stick around. So, we worked closely with Fortnite gamers, testing and refining to understand what they cared about. This helped us understand an experience that clicked with them, blending BMW’s brand with gameplay they actually enjoyed.

We Exceeded Expectations

3x

increase in BMW collaborations with SCADpro

4

successful client presentations

We built a three-phase strategy for BMW: start with immersive storytelling in Hypnopolis, transition users to the Virtual Experience Platform (VXP) using familiar game mechanics and social trends, and keep them engaged with racing leaderboards and real-world rewards. The client loved it. They’d only focused on the transition, but we showed them how important it was to bring users in and keep them hooked.

My Biggest Learning

One of my biggest takeaways from this project was the importance of co-creation and teamwork. Leading a team through changing briefs, adapting strategies on the fly, and prioritizing the client’s needs through tough initial feedback were key growth opportunities for me in a leadership position.

Some questions, some answers

Was this a client project or a student project? And is it live?

This was a SCADpro collaboration between SCAD and BMW. Although it’s not publicly live due to confidentiality agreements and logistics internally, the insights and solutions developed were directly presented to BMW.

What was your role through each process of this project?

I started as the Experience Design Lead, organizing research, running ideation sessions, managing the design team, and leading the final presentation to BMW. Midway through, I was promoted to Design Manager, where I focused on aligning our solutions with BMW’s business goals while keeping everything user-centered.

What was the biggest challenge you faced through this project?

The evolving brief was our biggest challenge. BMW's launch of Hypnopolis mid-project required us to pivot and adapt, requiring us to adapt agile workflows.

NEXT PROJECT

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BMW: Metaverse Strategy