BECOME ELECTRIC –
BMW i3 TEST DRIVE EXPERIENCE
PROJECT RECAP
When BMW launched the i3 – the brand's first electric car – we were briefed to create a digital experience that would increase test drive bookings.
So how do you convince sceptics that the i3 isn't simply a curiosity, but a contender for their next car? Easy. You invite them to 'BECOME ELECTRIC' – an interactive test drive site that proves how easily an i3 would fit into their lives.
BECOMING ELECTRIC
Essentially 'BECOME ELECTRIC' was a beautiful data capture form. When you visited, you'd be invited to answer questions about your commute. At the end, you'd find out how compatible you are with the i3 – plus the money you could save on fuel.
UX STORYTELLING
Working closely with Dare's design team, I populated their wireframes and UI with control copy and content. Clarity of the narrative was my biggest consideration – so I tweaked BMW's voice to sound futuristic yet functional as you navigate the experience.
CREDIT WHERE IT'S DUE
Agency – Dare