The Future of Mobility - BMW x SCADpro

Over the course of 10 weeks, a team of 15 designers collaborated with BMW Group to explore the future of mobility in America.

BMW Group reached out to SCADpro to collaborate on a research project that combined premium mobility, technology, and the aging demographic. BMW wanted to better understand its largest customer segment: luxury vehicle owners aged 60 years and older.

The goal of this collaboration was to gather primary research data and understand trends and habits in mobility, technology, and life throughout the aging demographic while also digging deeper to uncover their motivations, needs, and what truly influences their decisions.

We conducted 80+ interviews in 41 cities, and gathered a total of 2,624 minutes of conversation.

Our goal with BMW was to gather human stories that would help their design team create better solutions for our future populations

The team gathered qualitative data through one-on-one interviews and group think tanks.

We sorted our data into groups so that our data was “speaking the same language”-our basic aim was to find the “why” behind the data collected.

From there, we gained key insights that would end up leading us to our final framework of ideas.