Imagining the Mercedes of the future
Client: Daimler AG
Automotive UX & UI | Future Focus | Competitive Pitch
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Being the industry leader in innovation, Mercedes is working on re-imagining the experience of mobility. To accomplish this, they were looking for the right agencies to partner with & collectively build on concepts that would add value to the lives of their existing & future customers. They requested a few agencies (including us) to submit a pitch that explores the same subject. The brief was to imagine the experience offered by Mercedes in the car, near the car & away from the car for the year 2025. This was meant to be a quick exploration of ideas & directions.
The year is 2025.
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Hugo is an entrepreneur in his late-30's. With a career as demanding as his, he needs a central hub that could assist him in managing various aspects of his day-to-day life.
Access over ownership.
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Millennials prefer access & control of things over ownership. This has brought about a shift in the way businesses offer goods & services. Subscription & rental based models seem hassle-free & appeal to the general sensibilities of the generation.
Brand as a service.
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With growing awareness & genuine concern about data security, there is a growing apprehension among the consumers towards the mainstream hubs. Most high profile consumers now prefer to share their data only with services that aren't running on the data trade business.
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Mercedes, with its brand legacy & associated trust holds a unique position, making it a preferred choice for customers like Hugo to choose it as their central hub.
A day in the life of Hugo.
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Hugo wakes up to the gentle alarm that is set intelligently, mapping his sleep cycle. He checks his health statistics, collated & presented by the Mercedes personal assistant. The ambient music at home is tuned automatically according to his mood.
Personal Assistant.
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The assistant has created his schedule for the day, relieving Hugo from the worry of missing out on anything important.
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A scale is presented to Hugo to set the tone of his day between work & leisure. Based on his preferences, the schedule is re-aligned. The assistant also helps him manage the services he would need for the day.
Setting out.
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The hub transcends the boundaries of devices.
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In-Car Interface.
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As the features & functions increase in any interface, so does the complexity of navigating through them.
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This is where AI steps in. The UI has been designed to present relevant controls & data as per Hugo's request & context.
Understanding Context.
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As the first task for the day, Hugo has to overlook a simple outdoor photoshoot planned for his marketing campaign.
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The hub presents weather parameters like wind speed, precipitation & visibility range of the location.
Breaking boundaries of space.
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Hugo's team of photographers is already at the location. Hugo is able to communicate & collaborate with them seamlessly en-route.
Seamless Assistance.
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Having reached the location, the wearable automatically guides Hugo to the exact spot of the ongoing shoot while the car locates a parking space for itself.
Mobile Workstation.
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With the photoshoot complete, the head photographer, head of marketing & Hugo get into a collaborative discussion.
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The hub enables the discussion by pooling in the photographer's digital tools using cloud access.
Home Control.
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Post work, Hugo now has something special to look forward to. He wishes to surprise his wife by arriving at the airport to pick her up.
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He sets the home ambient lighting & temperature en-route as per his wife's preference.
Pooling Data On Request.
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Hugo tries to remember the name of the wine he had ordered for his aunt's birthday. He had made a note to save the name of the wine.
Seamless Actions.
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He places an order for the same wine as he remembers his wife really enjoying it.
A Space Of Comfort.
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Hugo & his wife enjoy their ride back from the airport with a cold wine & a warm home waiting at their doorstep.
