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BMW asked firsthand to help them better understand and support the different emerging behaviours among premium car owners, a change being driven by the increasing prevalence of mobile information and entertainment devices, which in turn were making the in-car experience more complex for passengers and drivers alike.

We performed ethnography and user research with drivers to reveal the unmet needs associated with business travel, working on the move and leisure time.

By using scenarios, character models and user experience prototypes we created a strategy for BMW’s engineers and marketing team which would ‘future proof’ the design of their in-car experiences against changing customer and technological demands.

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