BMW / the new premium

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NEW CONSUMER EXPECTATIONS FOR PREMIUM PRODUCTS, SERVICES + EXPERIENCES

THE TERM “PREMIUM” IS AS OVER USED AS IT IS AMBIGUOUS. TO CREATE MEANINGFUL, DURABLE RELATIONSHIPS WITH PREMIUM CONSUMERS, WE NEED A DEEPER UNDERSTANDING OF THEIR EMERGING EXPECTATIONS.

SCOPE OF WORK

Explore the aspirations and motivations of tomorrow’s Premium Consumers: what new goods, services, technologies, and experiences will drive new expectations? And how can BMW deliver on these new needs?

PROJECT ACTIVITIES

  • Context research / trend analysis

  • Industry roundtable (Design Within Reach, Equinox, Williams Sonoma)

  • Expectations benchmarking

  • Needs mapping

  • Strategic framework development

  • Defining creative principles for Premium design

KEY INSIGHT

As the world becomes more hectic and distracting, people crave streamlined and simplified experiences. And they’re willing to pay more for them.

This expectation for Reduced Complexity will define Premium goods and services, and brands that provide it will be increasingly desirable.

OUTCOME

Four creative principles can guide designers to deliver on this new consumer expectation.

Premium consumers will increasingly demand Reduced Complexity in the form of:

  1. SIMPLIFIED ESSENTIALISM which demands that designers take a “less, but better” approach

  2. MINIMIZED DISTRACTIONS to eliminate the annoyance of disruptions

  3. FLEXIBLE ADAPTABILITY sensing and adapting to people’s changing needs over time

  4. SEAMLESS EASE that reduces the friction in any transition between states