Starting from 2011, BMW expanded rapidly in Asian markets; however, the interior user experience wasn’t improved much — in fact, there was no interior design targeting at these markets before 2010 when Beijing Research Institute first established. I was one of the first people started working on researching and building holistic user experience for Asian markets (including China, Hong Kong, Taiwan, South Korea and Japan), rather than simply translating and localizing designs from Germany HQ.
Design implemented on BMW Series 3, 5, 7 sold in China, Hong Kong, Taiwan and South Korea.
