eddie – Autonomous Driving
Connected Living Service
Challenge
Challenge
Designing a supportive daily life service for active families who wish to benefit from the advantages of Autonomous Driving.
Future Mobility, Connected Living
Methodology
Brand Strategy, User-centered Design, Service Design
Extent of the Project
April - June 2016 / 8 weeks - Part time
ABOUT THE PROJECT
The purpose of this project was to explore the opportunities of offering a user-centered service using the benefits brought by autonomous driving.
As a means to illustrate its functions and the relationship to the user, a prototype in the form of a smartphone’s application is outlined, alongside establishing a brand for the car’s manufacturer.
The proposed Connected Living Service targets busy family members. Two prototype short films highlight possible benefits, whereby the different scenarios visualize the offered opportunities easening daily life’s challenges.
The purpose of this project was to explore the opportunities of offering a user-centered service using the benefits brought by autonomous driving.
As a means to illustrate its functions and the relationship to the user, a prototype in the form of a smartphone’s application is outlined, alongside establishing a brand for the car’s manufacturer.
The proposed Connected Living Service targets busy family members. Two prototype short films highlight possible benefits, whereby the different scenarios visualize the offered opportunities easening daily life’s challenges.
DISCOVER THE CONCEPT
eddie is a trustworthy and yet friendly companion, who is projected as a digital interface connected to an autonomous car. It pictures a lifestyle service to be offered to busy members of families who wish to benefit from the advantages of future mobility.
eddie is a trustworthy and yet friendly companion, who is projected as a digital interface connected to an autonomous car. It pictures a lifestyle service to be offered to busy members of families who wish to benefit from the advantages of future mobility.
LOGO
LOGO
BRAND
STATEMENT
STATEMENT
We
are the progress drivers, offering a seamless and personal mobility experience,
along with its lifestyle services which are intuitive to use in order to
redefine mobility for all mankind.
The service is divided into the two following experiences: eddie voyage helps users to manage their commuting journeys and that of their family members, while easing their morning duties of preparing breakfast and/or packed lunch. Simply, by becoming an on-board daily caregiver and satisfying the user’s changing requirements that come along with the day’s demands, users become relieved leaving their duties by side.
COMMUTING
SERVICE
SERVICE
Furthermore, the hurdles related to children, such as dropping off or picking them up when unexpected events occur are solved by the use of eddie kiddo. This service offers an on-board babysitter with a time-based location function which helps to keep track of the children’s security at all time. Additional
functions include keeping the children entertained with a play area in the car, plus a grocery shopping service before leaving the children back home.
CAR NANNY
SERVICE
SERVICE
PROTOTYPE
SHORT FILMS
PROTOTYPE
SHORT FILMS
︎
IN DEPTH VIEW –
EXPLORE THE PROCESS
Eddie is the outcome of a project scheduled out once a week during one academic semester and to be carried out as group work. With further time progression, its input of hours increased exponentially. The project was framed under the future’s mobility topic of autonomous driving.
Its kick-off consisted on gathering every piece of available information, as a means of desk research. Talking to experts, e.g. Prof. Dr Eckard Minx (Daimler-Benz Foundation) or Adrian Powell (Oxford Robotics Institute), on the topic was crucial on obtaining valid and first hand insightful data and opinions.
This process was carried out during additional personal time, along with interview coding and their insights’ generation.
Later on, as a means to target the potential user, a series of scenarios were pictured, where the concept of autonomous driving served as a niche to focus a service. Narrowing down these specific moments of use gave rise to defining to a greater extent the potential target group and to portray the service opportunity by means of a storyboard of the user’s journey. The benefits of the user were further worked by picturing extreme scenarios where the user could benefit the most from the offered service.
Eddie is the outcome of a project scheduled out once a week during one academic semester and to be carried out as group work. With further time progression, its input of hours increased exponentially. The project was framed under the future’s mobility topic of autonomous driving.
Its kick-off consisted on gathering every piece of available information, as a means of desk research. Talking to experts, e.g. Prof. Dr Eckard Minx (Daimler-Benz Foundation) or Adrian Powell (Oxford Robotics Institute), on the topic was crucial on obtaining valid and first hand insightful data and opinions.
This process was carried out during additional personal time, along with interview coding and their insights’ generation.
Later on, as a means to target the potential user, a series of scenarios were pictured, where the concept of autonomous driving served as a niche to focus a service. Narrowing down these specific moments of use gave rise to defining to a greater extent the potential target group and to portray the service opportunity by means of a storyboard of the user’s journey. The benefits of the user were further worked by picturing extreme scenarios where the user could benefit the most from the offered service.
USER
SENARIOS
SENARIOS
While having in mind the type of service offered and to whom it would be directed, the brand and its brand model, or how it would speak for itself was developed. This included the brand’s statement, its naming, along with its logo ideation and the selection of its corporate colours. By holding several brainstorming sessions and building up on the concepts associated to the service, the naming process was carried out. Furthermore, other details such as colours were extracted from the values that were selected for the brand.
BRAND
MODEL
VALUES
ESSENCE
MODEL
VALUES ESSENCE
BRAND
PROMISE
PROMISE
We make your day.
Once having a clear picture of how the brand is seen by its audience and by themselves, the solution in terms of a service was digitally prototyped into an application and leveraging the service opportunities into the useful user service scenarios.
PROJECT
MILESTONES
PROJECT
MILESTONES
This innovation project was led under the support of Prof. Katrin Androschin and was a joint venture between Milena Samos (Strategic Design M.A.), Chun Chien Chang (Industrial Design M.Sc.) and Julius Schoettes (Strategic Design M.A.).