What did service design change at BMW?
The sessions on EV charging and range surfaced two features nobody had planned, low-hanging fruit compelling enough that the Munich product owners changed course. I trained in Cooper's service design program alongside BMW's UX organization, then led the sessions that put it into practice, and coached other BMW teams to run them on their own. The case study has the details.
Should we build a 3D configurator?
When the options change the price and buyers want to see their own version, yes, and it has to work on a phone. At Polaris I stepped in to a design leadership role during the revamp of an online customizer that lets people configure their ride in full 3D, on phones too. Prototype it with real buyers first, and make sure the build ends in a quote or a dealer, not a dead end. More in whether to build a 3D configurator.
Are launch games and microsites still worth it?
When the product is something people want to play with and the experience leads to a dealer or a buy button, yes. At Carmichael Lynch I worked on games and microsites for the Porsche Cayenne launch. A microsite nobody can find, or a game with no way back to the product, spends the budget twice. More in whether games and microsites still pay.
How can a dealership use AI?
On the follow-up and the paperwork: lead replies, inventory descriptions, service reminders and scheduling, and reading reviews. Pricing, financing, and anything a customer negotiates stay with a person, and customer data stays out of public tools. More in how a dealership can use AI.
What does it cost to start?
A one-hour second opinion is $150. A service design workshop starts at $3,500, and two days with the maps written up is $6,500. Prototypes are $150 an hour or a fixed quote. Leading a design team through a rebuild is priced monthly by the day. Anything over $3,000 can be paid by the month, no interest.
