UX Roadshow Shenyang & Beijing

Creating user-centered products requires more than skilled designers. It requires a shared understanding of UX across an organization. To support this, we launched BMW China's first UX Roadshow, bringing user-centered design principles to employees from different departments through an interactive learning experience.

Challenge

Many teams contributed to digital products, yet UX was often perceived as a design discipline rather than a collaborative product mindset. The challenge was to make user-centered design tangible, accessible and relevant for colleagues with very different backgrounds, from engineering to business and IT.

Outcome

The roadshow became the starting point of an internal UX movement within BMW China. Over four days, the interactive exhibition was hosted in two cities and delivered in both Chinese and English, reaching employees from a wide range of disciplines. Through seven hands-on experience stations, colleagues explored user-centered design in an engaging way, helping establish a broader understanding of UX across the organization.