7
A collaboration between BMW, Clemson's Graduate
CU-ICAR program, and Art Center College of Design
Overview:
For the seventh iteration of Deep Orange, the goal is to develop a blank-sheet fully functional vehicle concept for the MINI brand targeting the U.S. market with the BMW Group in Munich as the primary sponsor. The objective is to create a revolutionary MINI technology demonstrator facing the potential requirements to come within the next decade as part of a collaborative real-world educational experience (Deep Orange 7). The project outcome will provide a unique U.S.-centric view on what could be next for MINI.
Contributions:
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Redefined the MINI brand in 2020 implementing an innovative vehicle architecture and emerging technologies
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Generated new vehicle packaging and user experience concepts based upon research insights that were aligned with selected archetypes and markets
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Designed and built a full-scale buck that enabled validation for user interaction scenarios and generated further insights
Skills Utilized:
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Customer Centered Research
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User-Centered Design
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Trend Analasys & Forecasting
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Concept Development
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Presentations (Digital & Live)
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Business Strategy Development
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Prototyping
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Business Planning
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Vehicle Packaging
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Sketch work / Rendering (visual communication)
Extensive market, user research, and vehicle packaging studies:
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Fully take advantage of drive by wire: On demand shift to central optimized driving position
(Right hand drive Mini enthusiasts would love it too...)
Catch 22 Insight: People want a smaller car with more space inside
Solution: Make the existing space more accessible
Full-scale buck to present vehicle features and conduct ergonomic testing:
The parting lines between the side access doors and rear hatch created an awesome design feature in the shape of the Union Jack British flag on the iconic white roof of the vehicle.
Presented to BMW Design
Featured as design exhibit at the Petersen Auto Museum in Los Angeles:
