Making human-vehicle interaction more emotional/intelligent FAW Hongqi’s practice and thinking on smart cockpits

Smart cockpits are evolving rapidly, and being in front of thousands of people, emotional, active service, and scenario-based are widely mentioned.

After several years of development and accumulation, intelligence and networking will enter a critical period of integrated development in the next three years. During this period,Building product competitiveness around in-depth customization of vehicle services and user services, and creating new value space and profit growth points based on intelligent networked service operations will become important issues.

Among them, user services need to focus on the whole travel scenario, and use data-driven services to create smart travel services for all scenarios, support the full life cycle operation of vehicles, and ultimately realize service monetization.

As the main window for user services and the intersection center of user services and vehicle services, the smart cockpit is ushering in a new stage of development.

At the 2021 (fifth) Hi-tech Intelligent Vehicle Annual Conference,Chen Tao, Director of FAW Group Intelligent Network Development Institutepublished”Thoughts and practice on Hongqi smart cockpit“Keynote Speech.He pointed out that the current convergence of smart cockpit functions in the market requires car companies to focus on user experience and integrate excellent industry resources across borders to truly create brand-specific and blockbuster products.

This means that car companies must design and create a systematic product design framework around user experience.

1. Eight major evolution trends of smart cockpits

Chen Tao pointed out in his speech that from the current industry and market development, there are eight main trends in the evolution of smart cockpits:

First, the coordinated development of cars, roads, and cloud will become an important direction; second, the development trend of cockpit connected products is scenario-driven and ultimate experience.

Currently, car cockpits are equipped with more and more functional products, but according to user feedback, the user experience and user stickiness are not high, and there are still only a few functions that are commonly used and loved by users.

“We believe that the cockpit car networking function should be subtracted. Each function and product needs to be fully polished by deeply combining user usage scenarios and experience, and create a complete user scenario map.” Chen Tao pointed out.

Third, intelligent and emotional intelligent voice assistants will become the main entrance for human-computer interaction;

Therefore, smart voice needs to become more intelligent and “understand you” and grow into an emotional travel “companion”. From the image, sound, emotion to the logic behind it, it needs to be built into a voice product that users use the longest and most frequently, and that understands users more and more.

Fourth, data-driven services and data-driven smart cars have become the main development directions;

As the number of user groups surges, users’ expectations for intelligent network functions are also rapidly increasing. User services for thousands of people will become an important direction in the future. This requires a set of big data systems and intelligent recommendation systems to support it.

Fifth, intelligent navigation integrating HUD, AR, VR, and high-precision maps will become a leading product for vehicles;

According to FAW Group platform data, the top three functions currently used in the cockpit are mainly navigation, voice and multimedia.

The core application of this is navigation. Next, based on the open capabilities of map navigation, integrating AR, VR, and high-precision maps to create navigation products with a stronger sense of experience and higher safety will be the main direction.

Sixth, intelligent interaction based on multi-mode integration will become a new direction for Internet of Vehicles products;

At this stage, the human-vehicle interaction dimension in smart cockpits is relatively single, mainly two modes: touch button and voice. With the installation of more intelligent systems such as gesture recognition, eye tracking, and fingerprint recognition, human-vehicle interaction will become more and more diversified.

“In this case, it is necessary to fully integrate the multi-dimensional channels in the cabin, accurately identify the user’s needs in the current scenario, and provide users with more suitable services.” Chen Tao said.

Seventh, user-centered seamless experience across mobile phones, cars and machines will become an important direction;This requires in-depth integration of data from the two dimensions of mobile phones and cars to achieve better user services.

Eighth, Internet of Vehicles operations and value-added services will become new revenue growth points for OEMs.After the realization of intelligent automobile connectivity, new marketing growth points will be born in many scenarios throughout the user life cycle.

2. Cockpit design concept with user experience as the core

According to reports, the current design of FAW Group’s smart cockpit products takes user experience as the core and mainly revolves around the four major design concepts of scenario-based, intelligent, experiential and emotional.

First of all, we create scenario-based intelligent experience services based on the entire scenario in which users use the vehicle. At present, FAW Hongqi has used maps for the entire user scenario of getting in, getting in, driving and getting off the car as the main line, covering all aspects of user experience design.

For example, when the user gets in the car, it not only realizes intelligent car search/calling, remote control car calling, and multiple active greeting functions; during the driving process, the intelligent voice assistant has realized semantic understanding, multiple sound sources, and visualization. And so on; at the same time, it also realizes active recommendation of intelligent content combined with scenarios and intelligent location service recommendation, etc.

“The current user service design should not be based on a single time period or a single scene service as the entry point, but should be decomposed based on global scenarios and create services based on the scenarios, using scenarios as the main line to seamlessly connect services and provide serialization around users. Scene service.” Chen Tao emphasized.

Emotionalization refers to anthropomorphic interaction design, an interaction model with sustainable growth and active care and active service. Experientialization refers to the flattening of human-computer interaction, the closed-loop service experience, and the intelligent improvement of quick response, smooth and natural interaction.

According to Chen Tao, FAW Group has already conducted in-depth development around intelligent voice, including in-depth customization of avatars, sounds and other dimensions in different interaction scenarios, as well as the realization of proactive services and proactive communication, making it more natural, warm, and Have an emotional interactive experience.

In addition to the above, in response to the emerging cross-screen connection experience between mobile phones and cars, FAW Group has developed a series of products around mobile phone services, such as mobile phone remote control driving. The simplest scenario is mobile phone remote control driving, making it easy to move the car; in addition There are also remote parking, driving behavior analysis, etc., providing users with statistical analysis of 48 types of driving data to support users in improving bad driving behaviors and improving driving safety and operating economy.

In terms of V2X products, in December 2020, the Hongqi E-HS9 vehicle was launched with the world’s first C-V2X smart antenna product.

As the industry’s first mass-produced model to achieve 100% auxiliary warning verification in multiple LTE-V2X communication scenarios, it supports sub-meter high-precision positioning capabilities and can realize a total of 6 intersection warnings, signal light status push, and in-car signage prompts. V2V and V2I application scenarios meet users’ pursuit of positioning, security, intelligence and technological innovation.

Chen Tao also introduced the idea of ​​creating value-added services for FAW Group’s Hongqi brand, and created new revenue growth points by establishing gold, color, and gray value-added service systems.

Among them, the gray service refers to polishing the underlying support skills and realizing keyless entry, remote control and other remote car control functions; the color service refers to providing users with VIP purchase, UBI insurance and other services, and gradually expanding the connection and integration of ecological derivative services; the gold service It refers to high-quality products such as Hongqi radio stations and digital keys that create Hongqi brand characteristics and highlight the core brand value of Hongqi.

In the integrated development stage of intelligence and networking, the collaborative development of bicycle intelligence and group interconnection has become a major trend, including the interconnection between vehicles, people, roads, society, etc.

FAW Group will be customer-centered, driven by products and operations, to create a new revenue growth point for Hongqi.Based on the network product operation, we constantly refresh customer product experience and strengthen product value. At the same time, we continue to activate users, carry out ecological operations, expand new revenue growth points, and create a Hongqi brand aggregation ecosystem, establish an ecosystem, and provide a full-scenario ecosystem that satisfies users. need.

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