Imagining the Mercedes of the future
Client: Daimler AG
Automotive UX & UI | Future Focus | Competitive Pitch
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.
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.
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.
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.
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.
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.
The assistant has created his schedule for the day, relieving Hugo from the worry of missing out on anything important.
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.
The hub transcends the boundaries of devices.
In-Car Interface.
As the features & functions increase in any interface, so does the complexity of navigating through them.
This is where AI steps in. The UI has been designed to present relevant controls & data as per Hugo's request & context.
Understanding Context.
As the first task for the day, Hugo has to overlook a simple outdoor photoshoot planned for his marketing campaign.
The hub presents weather parameters like wind speed, precipitation & visibility range of the location.
Breaking boundaries of space.
Hugo's team of photographers is already at the location. Hugo is able to communicate & collaborate with them seamlessly en-route.
Seamless Assistance.
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.
With the photoshoot complete, the head photographer, head of marketing & Hugo get into a collaborative discussion.
The hub enables the discussion by pooling in the photographer's digital tools using cloud access.
Home Control.
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.
He sets the home ambient lighting & temperature en-route as per his wife's preference.
Pooling Data On Request.
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.
He places an order for the same wine as he remembers his wife really enjoying it.
A Space Of Comfort.
Hugo & his wife enjoy their ride back from the airport with a cold wine & a warm home waiting at their doorstep.
