Vehicle VUI

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The Challenge

Test and validate desirability and feasibility for a native voice assistant for in vehicle experience using Sherpa.ai.

My Role

I lead the design process for the experiment. From designing interviews and surveys to final concepts for continuous testing.

 

The Hypothesis

We believe that a voice assistant will allow customers(with SEAT Connect technology) to browse for content and receive active suggestion in the vehicle infotainment which will create a new monetisation opportunity based on access to voice controlled content.

Testing desirability

  • With the research team, planned interviews and surveys with SEAT customers using vehicle apps to validate desirability.

feasibility

  • We partner with Sherpa.ai for technology and content, while collaborating with SEAT engineers for implementing the mvp in vehicle infotainment.

 

From the field

Insights

A total 350 customers participated in interviews and surveys. Customers had high expectations and most jobs to be done were complementary to out-car tasks.

 

54% of the customers would like to reproduce music.

54% of the customers would like to set a navigation.

 
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40% of the customers would like to control vehicle settings and alerts.

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21% of the customers would like to have information about weather.

 

Over 50% of the respondents expect the assistant to be compatible with already existing devices.

 

vehicle VOICE ASSISTANT

The Experiment

A working prototype that covered the most relevant use cases and a quick onboarding to create a first conversation with the assistant.

We leverage the partnership with Alexa to define the listening, thinking and speaking states for the empathetic assistant.

 

onboarding

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Home tile position

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daily summary

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weather

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TV Shows

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Navigation

 

discover Commands

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Conclusion and Results

  • 35% of customers would purchase the webapp with current use cases.

  • Customers priced the service between 1,00€-40,00€.

  • The experience was negatively impacted when introducing a secondary native assistant. Waking up the assistant(s) became cumbersome.

  • Customers expect compatibility across devices, a seamless in-out vehicle experience.

december 2020 release

Alexa in Cupra HMI, released in December 2020. See more here

Alexa in Cupra HMI, released in December 2020. See more here

 

Thanks to

Edith Clua - Design
Jone Ferrer - PM
Oriol Valentí - Design
José Vicente Lara - Engineering
Design team and everyone else involved in this initiative.

 
daniel loureiro