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Customer: BMW iPure Pulse

Did you know that your movements affect your emotions? We all prefer certain activities over others. The things we do in our free time are good clues to find personal happiness. The Motion Design Workshop is designed as a starting point for generating customer feedback based on subconscious feelings and preferences.

With a Motion Design Workshop for 50 BMW i8 customers, we asked people what they prefer to do. They were asked what moves they make with their hobbies. They analyzed what emotions they feel while making these specific movements. Based on their movements, people redesigned parts of their BMW i8. And the outcome was surprising:


  • A steering wheel that softens when you drive fast, making the squeeze more comfortable when gaining speed.

  • Another team loved hunting and wanted their navigation system to be more intuitive. By pointing at your projected navigation in the front window, you can decide where you want to go.

  • Different types of door handles were designed, ranging from a door that you can kick to a door that swings open like your virtual ballroom dance partner.

Enrichers design team:
Govert Flint & Kim Haagen

Photos by: Olivier Matthys

Eindhoven BMWi Pure Impulse-238.JPG
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