Keynote talk to the National Association of Broadcasters conference in Detroit
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This document summarizes Parrish Hanna's presentation on the future of the in-car experience and factors that will shape it. The presentation explored 10 topics related to automotive and mobility user experience, including physical and digital cockpit configuration, digital design, built-in vs brought-in vs beamed-in content, profile management, creativity through analytics, artificial intelligence, how sharing, swapping and renting vehicles will impact experience, and making experiences more experiential, relevant and meaningful. The presentation envisioned how these topics could shape future in-car experiences and opportunities they create for storytelling, new service models, and creative collaboration.
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Keynote talk to the National Association of Broadcasters conference in Detroit
- 1. This morning we will: Explore the Future of the In-Car Experience & Define some Factors for the Future of NAB Parrish Hanna June, 2019 NAB Fly-In
- 2. 2 ABOUT ME USER EXPERIENCE STRATEGIST & DESIGNER
- 6. 6
- 11. Igrew-uponlylisteningto theradio. NowIlistento Internetstreaming radio,Sirius XM &AmazonMusic playlistseveryday.Ihavelistenedto terrestrialradio for lessthan 1-hour overthe pastfiveyears.
- 17. Andlikethis Source: Finch & Beak
- 18. 18 10 TOPICS OF AUTO & MOBILITY UX RELEVANCE NAB Fly-In
- 19. 19 10 TOPICS: OF AUTO & MOBILITY UX RELEVANCE PHYSICAL & DIGITAL COCKPIT CONFIGURATION DIGITAL DESIGN BUILT-IN BROUGHT-IN BEAMED-IN VEHICLE GENERATED PROFILE MANAGEMENT CONSUMER IDENTIFICATION CONNECTED SYSTEMS DIGITAL ASSISTANTS CREATIVITY THROUGH ANALYTICS ANALYTICS MACHINE LEARNING ARTIFICIAL INTELLIGENCE THE EFFECTS OF SHARE, SWAP & RENT EXPERIENTIAL, RELEVANT & MEANINGFUL NAB Fly-In COBRANDING THE INTERIOR
- 24. A FEW OF THESE (OR) ALL OF THEM (OR) NONE OF THEM?
- 30. Wearenotyettakingadvantageof BigScreens 10 UX Challenges for the Next 25 Years, Jakob Nielsen, 2018 They are unempowering people Big screens = do more? Need better dashboards, better information displays, better decision-making aids Without overwhelming
- 46. POWERED BY THE NETWORK EFFECT Partnering with global music access platforms for decades Pioneer in using big data to elevate music access and discovery in many forms In 2017, Discover Weekly spun 5 billion songs to over 40 million people Advertisers control the messaging Can spot and create a hit single through their platform Video series, podcasts and playlists, communities, a live concert series Record labels, distribution channels, licensing, revenue generation redefined Redesigning the Indie music experience & business More than 200 million active users More than 100 million premium subscribers Now targeting the 3 billion people across the world that listen to radio. They believe that radio will go away.
- 47. A FEW CHALLENGES AT HAND How to leverage the marketing tools at your disposal (spots, events, digital advertising and marketing services) to assist customer awareness and sales of products and services? How to create something new and reach a new customer set via digital? How to appeal to and provide value to a new younger demographic? How to increase contextual relevance and increase loyalty? Dont defend Radio, evolve Radio.
- 54. Everything connectspeople,ideas, objects thequalityoftheconnection isthekeytoqualityperse. Charles Eames
- 59. THE INTERNET OF THINGS CONNECTED TO YOUR VEHICLE Vehicle as an object / thing Over the Air updates WIFI hotspot / Bluetooth Remote control Energy creation and conservation Vehicle-2-Vehicle Vehicle full of connected stuff Key fob / garage remote Connected mobile phone Brought-in electronic devices Back-up camera + sensors Vehicle as connected host Mobile phone integration Wearables & watches Digital assistant integration Outside air pollution Retail marketplace Vehicle connected to other Things House appliances Remote temperature settings Garage door opener Remote lighting Security
- 63. Ourgoalistoprovide customers a consistent experience withthebank, whethertalkingtoateller, bankingby phoneorusing anATM. Chief Strategy Officer, Bank X 1995
- 64. Werecognize your patternsand predict yournextactions. Soonwe will anticipateyour needsandtake action foryou. Chief Data Officer, Company X 2014
- 66. Source: Andrew Hill, MBRDNA
- 67. DESIGNING A PROBLEM SOLVING ALGORITHMS
- 69. Iamyourintelligent agent.You andItogetherwill besomuch bettermybetterself. Alexa, Siri, Bing, Charlie, Cortana, Samantha, Bixby & Google Assistant start a band 2017
- 72. a vehicle that connects generations?
- 74. a vehicle that encourages productivity?
- 75. a vehicle that promotes wellbeing?
- 76. a space that connects people?
- 78. an experience that creates energy instead of using it?
- 80. Source: Andrew Hill, MBRDNA
- 81. Source: Andrew Hill, MBRDNA
- 83. Source: Andrew Hill, MBRDNA
- 84. Designing for enabling experiences introduces new questions & goals that may vary across the globe. Content Cockpit + Screen Layout Interaction Choices Interaction Actions Privacy Consider
- 85. 85 THE EFFECTS OF SHARE, SWAP & RENT
- 88. LOTS OF VEHICLE FLEETS
- 90. RIDE SHARING SEAT REQUIREMENTS Accommodation Power ports Personal stowage (phone to travel bags) Sound control Comfort Adjustability Temperature zone & surface control Air flow Recline & full lay-back Message settings Maintenance Anti-microbial surface / self-cleaning Removable / swappable Safety Airbag protection Safety harness in multiple positions Impact zones
- 93. 93
- 94. 94 A FUTURE FULL OF CREATIVE OPPORTUNITIES
- 95. THOUGHT STARTERS: OPPORTUNITIES IN Storytelling: Content & Relevance Focus on Authentic, Relevant, Local storytelling Unite and inspire Focus on creating an emotional connection Facts vs. opinion and influence Content most relevant to your journey Creativity thru Data Understanding topics of the moment Aggregate most popular stories of each day Respond, adjust & develop on-the-fly content Recommendations & new hits driven by data Play my favorite song New Service Models Pull vs. Push Journey Log & Index Format, Access & Digital distribution Always on / Every platform Enhanced with augmented reality When tactile & physical?
- 97. EMOTIONAL PRODUCT, SERVICE, SYSTEM DESIGN & COLLABORATION Parrish Hanna Founder, movotiv parrish@movotiv.com 847.668.9602 www.movotiv.com THANK YOU. NAB Fly-In
- 98. EMOTIONAL PRODUCT, SERVICE, SYSTEM DESIGN & COLLABORATION Parrish Hanna Founder, movotiv parrish@movotiv.com 847.668.9602 www.movotiv.com Q & A NAB Fly-In