Hongming Li
Project
Back

A Glimpse into
Future Mobility Innovations at
BMW

Role
XR Interaction Design Intern
Time Line
February - December 2024
Tools
Blender, Unity, Stable Diffusion, After Effect, Mapbox, Rokoko, XREAL Context
I joined the BMW Innovation lab located in Munich, Germany, worked on shaping the future vision of vehicle experience.

As part of a design-driven researching team, we explored how XR as a medium can enhance communication between the vehicle and its passengers, to create a more cozy and immersive in-car experience.


I contributed my navigation design to BMW team,
presented in CES 2024, Las Vegas.





Project Overview and Strategic Approach

During my internship at BMW's R&D department, I contributed to a pioneering project that leveraged augmented reality (AR) technology, particularly AR glasses, to redefine the driving and riding experience. Central to our mission was not just the enhancement of user interaction through AR but the strategic foresight to anticipate and shape future vehicle-user interactions. By embracing system-thinking, we explored various touchpoints—HUD, CID, AR Glasses, and voice systems—to determine the most effective mediums for delivering contextually relevant information and services.



balance the design between different touchpoints


Collaborative Innovation and User-Centered Design

My role necessitated extensive collaboration across multidisciplinary teams, including CMF design, audio systems, machine learning, and ergonomics research. This collaborative environment fostered a holistic approach to design and innovation, allowing us to integrate technology and aesthetics in a user-centered manner. The development of an interactable map prototype exemplified our commitment to creating intuitive and engaging experiences, tailored through user research and feedback to meet the evolving needs and preferences of our users.



Research of BMW personal assistant for the Chinese market



Technological Integration and Impact

Utilizing XREAL's Air 2 glasses -- leveraging on Birdbath technology, we provided an innovative visual interface that enhanced safety and immersion by superimposing AR imagery directly onto the real-world view, overcoming the limitations of traditional MR glasses.
My contributions included designing 3D navigational effects and interactive POI selection, integrating real-time data to enrich user decision-making, and leveraging AR's potential to offer a customizable and immersive experience. The culmination of our efforts was showcased at the 2024 CES exhibition, marking a significant step forward in vehicle interaction design.
I also contribute to the BMW personal assistant model in China market.


Multiple NDAs applied limited how much I can disclosed. Link: BMW at the Consumer Electronics Show (CES) 2024