BMW iDrive Redesign
Evolving a Revolutionary User Interface

This project redefined the user experience and physical controller of BMW’s iDrive interface, blending innovation with intuitive design.

Related Services
Interaction Design

Role
Interaction Design Director, Project Lead, Client Relationship Lead

Easing Access, Reducing Complexity, and Building on the Familiar

Drawing inspiration from interface paradigms across diverse industries, the work informed and shaped the evolution of iDrive, laying the foundation for the refined system that continues to deliver seamless interaction in today’s BMW vehicles. As part of the BMW iDrive controller redesign, the most frequently used functions were assigned dedicated physical buttons to enable quicker, more intuitive access. The original circular interface—featuring eight options arranged around the screen’s edge—required users to rotate the controller and press down to make selections, often resulting in a more complex interaction. This was replaced with a streamlined four-mode menu, which dramatically reduced cognitive load and enhanced overall usability. The new layout prioritized simplicity and efficiency, aligning the interface more closely with real-world driving needs.

A Platform for Consistent Evolution

BMW iDrive Car Communication Computer (CCC) update with physical shortcut buttons to access key functions.

The BMW iDrive controller has undergone significant evolution since the introduction of its second version. Yet, it has retained the fundamental functional layout that made it a standout feature from the start. While the interface has seen various technological upgrades—such as touch functionality, improved graphics, and integration with digital displays—the core layout for the iDrive controller has remained consistent. This balance of evolution and consistency reflects BMW's commitment to enhancing user experience without disrupting the familiarity and efficiency that drivers have come to expect.

BMW iDrive controller circa 2015 with integrated fingertip writing recognition pad.

BMW iDrive controller circa 2021 with consistent layout for easy access to main functions.

A Simplified Menu Structure

By reducing the main menu to just four core options, the interface becomes significantly less complex, minimizing the cognitive load placed on drivers. This streamlined approach enables quicker navigation and decision-making, allowing drivers to stay focused on the road while easily accessing essential features.

BMW Menu Blades.jpg

Helping Users Maintain Orientation

A menu breadcrumb, represented by subtle blade-like slices, reveals a portion of the previous menu screen. This visual cue helps users stay oriented by indicating their current depth within the menu hierarchy, making navigation more intuitive and reducing the likelihood of getting lost in nested options.

Pop-Up Portable Prototype

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Exploring the Familiar

To enhance the interface’s approachability, the design incorporated digital elements that users commonly recognize from other contexts. Familiar UI components—such as scrolling lists, radio buttons, checkboxes, menu items, sliders, and modal dialog boxes—were explored to create a more intuitive and user-friendly experience. By leveraging these established interaction patterns, the interface felt instantly more accessible, reducing the learning curve for new users.

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Prototyping the Experience

Key features were prototyped and presented to both BMW users and executive decision-makers for feedback. To support these sessions, a rapidly deployable experience prototype was developed, capable of transforming any desk into a compelling, hands-on demonstration platform. This lightweight setup effectively conveyed the system’s core functionality and user benefits without requiring a full vehicle environment, enabling quicker iteration and broader stakeholder engagement.