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.

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

8. HUMAN-MACHINE
INTERFACE (HMI)

11. Igrew-uponlylisteningto theradio.
NowIlistento Internetstreaming
radio,Sirius XM &AmazonMusic
playlistseveryday.Ihavelistenedto
terrestrialradio for lessthan 1-hour
overthe pastfiveyears.

12. TIME
Thehistoryofmy
personaldevices.

13. TIME
Thehistoryofmy
personalproviders.

14. Inowspendmostofmytimeonthedesignof
Emotional Systems
Source: Hugh Dubberly

15. Source: Hugh Dubberly

16. IntheAuto+Mobilityworld,theywilllooklikethis…

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

20. 20
PHYSICAL &
DIGITAL
COCKPIT
CONFIGURATION

24. A FEW OF THESE (OR) ALL OF THEM (OR) NONE OF THEM?

26. 26
DIGITAL
DESIGN

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

33. 33
BUILT-IN
BROUGHT-IN
BEAMED-IN

34. LikeRadio:Corebusinessesmaintainedwhiledisruptivebusinessescultivated

38. 38
PROFILE
MANAGEMENT
CONSUMER
IDENTIFICATION

41. Daimler mobility services

45. 45
CREATIVITY
THROUGH
ANALYTICS

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?
Don’t defend Radio, evolve Radio.

48. 48
COBRANDING
THE INTERIOR

53. 53
CONNECTED
SYSTEMS
DIGITAL
ASSISTANT

54. “Everything connects–people,ideas,
objects …thequalityoftheconnection
isthekeytoqualityperse.”
Charles Eames

57. IntheAuto+Mobilityworld,theywilllooklikethis…

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

62. 62
MACHINE
LEARNING
ARTIFICIAL
INTELLIGENCE

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

65. EVOLUTION OF AUTOMATION

66. Source: Andrew Hill, MBRDNA

67. DESIGNING A PROBLEM SOLVING ALGORITHMS

69. “Iamyourintelligent agent.You
andItogetherwill besomuch
better–mybetterself.”
Alexa, Siri, Bing, Charlie,
Cortana, Samantha, Bixby &
Google Assistant start a band
2017

70. 70
EXPERIENTIAL
RELEVANT &
MEANINGFUL

71. From product
feature-led
To user
experience-led

72. …a vehicle that connects
generations?

74. …a vehicle that encourages
productivity?

75. …a vehicle that promotes
wellbeing?

76. …a space that
connects people?

77. define meaningfuluser journeys

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