Applied Vision: Realize Opportunities, Experiment, Learn, Disrupt

Let’s collaborate to define a hypothesis of what comes next and help your organization realize opportunities, experiment, learn, and disrupt the automotive and mobility industries. We’ll do this by applying a strategic, human-centered approach that leverages innovation and adaptation. A few guided steps then translate that vision into new opportunities, experiments, learnings, and disruption.

1. Defining and Applying the Vision

Let me help define, refine, shape, and visualize an organization's future product, service, and platform vision. This involves:

• Clearly defining the aspirational product and service roadmap, ensuring alignment and buy-in from technology, business, consumer strategy, and brand stakeholders.

• Establishing collaborative visions with hyperscalers and ecosystem partners.

• Creating a plan with levers to ensure that future products, services, and systems will be unique and compelling to customers, determining what to design now, in the near-term, and in the long-term.

• Working with internal teams to prioritize what is important, define what the company will be known for, and craft a progressive collective vision and plan to achieve those futures.

2. Realizing Opportunities & Working Differently

To realize opportunities and apply the vision, I suggest and emphasize the following:

• Understanding Future Customers: Begin with a better understanding of the future customers through various quantitative, qualitative, and collaborative research methods.

• Incubation and Prototyping: Building incubation teams to explore new spaces, sharing the risk and investment, and iteratively experimenting and playing out new service models. Let me assist your teams to conceptualize, model, prototype, and demonstrate next-generation concept vehicles, particularly advanced interior cockpit layouts, interactive systems, and related mobility services.

• Strategic Project Planning: Helping to conceptualize, communicate, and prototype next products and services, and iterate and improve them to production.

3. Experimentation and Learning

Champion a mindset of constant invention, experimentation, learning, and partnering. This is crucial for evolving and disrupting the industry:

• Design for Continuous Improvement: Ensure teams have a measurement framework and prototyping infrastructure to progress towards continuously improving capabilities, adding value, and improving brand perception.

• Shift Mindsets: Encourage a shift from "planning to make" to “learning through making: and "architecting a platform to continuously learn & improve".

• Leverage Emerging Trends: Explore opportunities that often emerge at the convergence of industries, are influenced by digital transformation, and are at the intersection of sensors, high-performance compute, analytics, intelligent systems, and unique interaction paradigms.

• Pipeline of Innovation: Developing a pipeline of innovation and experimentation with supporting measurement and validation techniques to inform the product portfolio.

4. Disrupting the Automotive and Mobility Industries

The core mission is to accelerate the evolution and disruption of both the automotive and mobility spaces. Let’s work together to innovate our way out of difficult market conditions.This is achieved through:

• Challenging Assumptions: Bringing a fresh perspective and challenging assumptions with knowledge of consumer and tech history, global consumer behavior patterns, socio-economic and cultural aesthetic trends, and industry trends.

• Shifting Culture and Processes: Assisting companies that are "stuck" by guiding the evolution of their culture, processes, and organizational constructs, helping them manage change and set the hightened pace for the future. This includes behaving like a software company first, finding ways to increase time to market, and ensuring that the Voice of the Customer (VOC) is present throughout the design and development process. The System V becomes linear with multiple parallel paths.

• Experience-First Design: Moving away from competing on features to designing to enable experiences, where the product is the experience, and the experience is the company. Focus on priority consumer tasks and the jobs to be done by the vehicle. Create emotionally captivating, sensory-rich, and contextually relevant experiences.

• Focus on Value: Reducing and refocusing technology and feature design, vastly improving existing offerings with small, efficient additions, and defining enablers and experiences that will evolve and differentiate the brand.

• "Idealized Redesign" Exercise: Drawing inspiration from a Bell Labs story, Movotiv believes in the process of defining an "idealized redesign of the system" – conceiving what could be built without constraints – to spark exponential shifts and accelerate change, though acknowledging it's a "tall order".

• Motivating Internal Teams: Helping to motivate internal teams to disrupt the industry with a unique vision of the future.

The approach is rooted in applying a user-centered lens to product, service, and system experience planning and delivery, believing that it is the experience that truly matters, not just the technology, and that this experience ultimately defines the brand.

Do you need to motivate your internal teams and at the same time disrupt the industry with a unique vision of the future?

Internal organization inspiration and industry-wide introspection comes from a glimpse of the design of "what could be" next and "what if". Nothing tells a story or conveys meaning like a physical interactive vision model, something that you climb into, walk around and directly interact with. It is the interpretation of a company's design and experience strategy and an articulation of what that company will be known for in the future. It should be clear each day what needs to be done next to evolve your company’s brand and stand apart from its competitors.

Let me compliment and boost your team with a fresh eyes approach, creative energy, deep industry knowledge and a world-class set of partners. Together, we’ll define a clear and compelling vision for the future of the vehicle experience (inside, outside, near & far) and related mobility devices & services.

What does it mean to design for experiences first? What are the best practices, partners and skill sets required?

Creating customer value in connected services is critical to the future revenue of auto and mobility companies. What happens if consumers do not set-up profiles, enroll in services, and use new connected apps?

What happens when consumers complete their connected service trials and refuse to re-enroll in anything but remote access? Where does perceived consumer value exist for fee-based services?

Have you captured, aggregated, synthesized and modeled human expectation, behavior and emotions for battery electric vehicles (BEVs) and their ecosystems?

How will your smart systems and personalized digital assistant(s) come to life? How will you signal “intervention” & collaborative driving to operators?

How will you better integrate multi-sensory systems into the total vehicle experience?

How do you plan to better educate consumers on new, complex, collaborative features?

How are users going to understand the states and progressions of driver assistance systems - from levels 1-4 ?

What unique “embedded courtesies” can you deliver with driver state monitors, motion sensors, heart rate monitors, cameras and other biometric sensors?

How do you blend the best of Eastern and Western cultures to make a truly global platform?

Vehicle manufactures, suppliers and others now have the opportunity to craft interactive dialogues that move beyond features and functions to enable activities, enhance deficiencies, introduce personality, increase personalization, make predictions and generally compliment and enhance the capabilities of the driver and passengers. I anticipate that the “Feel” of the vehicle is going to progressively shift and expand into new rich, multi-sensory, cognitive, behavioral and emotional realms. This will be done with fewer screens and with more “invisible tech” that keeps getting better over the life of the vehicle. The efficacy of voice interaction, haptics, lighting and sonic vocabularies are not limited by screen size or resolution. What matters is the interface and the feedback and its meaning, not the size of the screens and whether of not they are seamlessly connected, curved or 3D.

movotiv

Product, Service & Emotional System - Design Consulting & Collaboration