Renault AEX - AI voice-operated audio player

We had little resources to conduct research at this initial stage, it was a pitch after all, so we resorted to quick and dirty Guerrilla methods, knowing we would correct erroneous perceptions later.

First attempt at mapping system features to user needs, based on assumptions and limited understanding of end users

Quick and dirty testing of a few rival concepts with intended user base, enough to refine and prioritise concepts 

Mapping research insights to features, maximising value creation for the features users cared about

Pushing the feature set further with the goal of achieving a set of unique selling points and thus brand differentiation. Then we illustrated the product vision via a set of user scenarios.

We needed to fully understand how people were listening to audio entertainment while driving if we were to create a successful product. We set up a Diary Study whereby 10 participants  were given tasks to document their daily lives around their listening habits in car. What they did, problems they faced, attitudes, habits, …

This was then used to create the Journey Map and identify opportunities for improvement.

We illustrated a wide range of features and different forms they could assume, and we tested them with a panel of 10 participants.

By combining insights from both the Diary study and Concept testing, we synthesised a set of insights to drive product strategy

The initial canvas was updated and corrected with all new customer research gathered, many assumptions had to be corrected.

The diary study highlighted physical form was a key factor for people who aren’t legally allowed to touch screens. We explored different situations

From the research it became apparent the lean backward form of interaction was vastly preferable to lean forward, meaning the system should prioritise zero to no interactions and use AI to optimise chances of playing something people would enjoy.

It was then possible to define how the AI algorithm would react in different circumstances in order to learn about and predict user preferences.

An ideal format for bringing future experiences to life. Three videos were made to communicate the future product experience: user context, goals, key moments, interactions and outcomes.

(UI Design and videos by Publicis.Sapient design team)

Stratégies : Silver award, Store/Retail category

IF Design Award 2020, Communication, Campaigns