BMW wanted to create a more human way for drivers to stay connected to their vehicle, and as lead designer I defined how the Intelligent Personal Assistant should live inside the BMW Connected app. My role was to shape the assistant into something intuitive, supportive, and distinctly BMW, giving people a simple conversational way to understand and manage their car.

I shaped how the assistant speaks, responds, and guides drivers through everyday moments. This involved writing example dialogs, defining interaction patterns, and designing the core conversational model so the experience felt clear, confident, and genuinely helpful. I then translated this foundation into high fidelity prototypes that explored the assistant’s look and feel on mobile, from checking vehicle health to continuing tasks after stepping away from the car.

Throughout the project, I partnered with teams in Munich and the U.S. to refine behavior, align on the mental model, and help leaders see how the assistant could simplify ownership. The work created a clearer vision for a cross platform companion that connects the car, the app, and the driver through a more unified, human centered experience.