BMW PREMIUM RESIDENTIAL CARSHARE
Shared and on-demand mobility services have the potential to reduce car ownership, congestion, and emissions. My team worked with BMW to create an experimental suite of shared electric mobility products and services aimed toward promoting an urban and low carbon lifestyle.
ROLE PROJECT LEAD, WXY STUDIO
SCOPE USER RESEARCH
MARKET RESEARCH
PRODUCT STRATEGY
PROGRAM DESIGN + EVALUATION
CLIENT BMW GROUP
Product
Personas
Pilot deployment at The Solaire residential building in Tribeca, NY.
I worked with BMW of North America and their mobility innovation division, ReachNow, to develop a new residential carshare amenity, piloted in one of New York City’s greenest residential high-rises. Offered only to building residents, the product allows users to conveniently reserve a BMWi vehicle for short-term use, reducing the need for personal car ownership and promoting a flexible and sustainable urban lifestyle. The pilot was launched in 2018 at The Solaire in Tribeca, NYC.
Partners: Jessica Helfand (Graphic Design), Paul Lipson/Baretto Bay Strategies (Stakeholder Engagement)
This work was part of a larger design process with BMW to pioneer a suite of shared mobility products focused on the electric i3 model.
Our team at WXY Studio also worked with BMW on a streetscape design and visualization for an “E-mobility Cell", an on-street deployment of multiple BMW Light & Charge units controlled via a kiosk unit, DC fast charging stations, and dedicated electric vehicle (EV) parking spots.