AI Character DesignWith

Brand Identity Characteristics

01 Background

BMW Operating System 9 built on Android Open Source Project (AOSP) platform enabling a greater flexibility in software development. CN R&D cooperated with Cerence AI, planned to launch the full AI assistant product independently.

In this project, we developed brand new character styling guide and prompt writing rules for the whole project production. The iDrive 9 OS included from the factory starting with Model Year 2024 X1 vehicles firstly.

Responsibility : Lead work-stream set up between the BMW and Cerence Design team for brand image understanding, Co-create workshop. Manage the communication between product and marketing for concept iteration.

Timeline: 2021.06-2021.09

2-1 We started from outlining the keywords of character keywords by breaking down the brand image, mapping the vehicle model characteristics and customer segments traits to them one by one

2-2 Choosing a right method can keep all designers on the same page and also interpret to the brand image. In the end, we have chose to use 16 personalities theory to define the character traits as it contains detailed scenarios like career and relationships, which helped to put the user's need into consideration

2-3 The persona discussion and variants in construction, after expanding detailed elements of each character, we finally set the “Explorer“ identity as AI assistant.

02 Concept Development & Methdologies

The work stream and deliverables

2-4 Do & Don’t guide in conversational components, where applied styling difference, e.g. functional responses and emotional responses with characters

Screenshot of brand gene image online discussion

Screenshot of character development methodology discussion

2-4 The screenshot left are the diagram we used to modularize the prompt in each function domain, where we also applied the character attributes to always keep the conversation consistent.

I am happy to offer a interview call to introduce the details if you are interested in a finalized version character guideline, there were also up-and-downs in our developing stories, love to share! :)