 I would try and do my best to keep you awake for next 30 minutes since it's post lunch. But I hope you would be able to enjoy this next 30 minutes because I'm going to talk of something which is slightly different that you normally hear. Today I'm going to talk about automotive user experience and how that world is completely different than what we are otherwise used to as a designer designing for mobiles, designing for tablets, designing applications for banks and finance and stuff like that. It's a completely different challenge or it's a completely different world which I'm going to make a very limited attempt to just expose you. Let's look at what we're going to cover in this session very, very briefly. We're going to talk of evolutionary perspective in terms of how cars or the interfaces and cars I evolved. We're going to talk of what are the real user stories or what are the user perspectives. We're going to talk briefly about why it is so challenging to deal with automotive infotainment and of course how technology is shaping the automotive infotainment as we go along. So let's take a quick ride back to the history since Henry Ford did this modality for the first time. For the early drivers, they would for all you know be thinking it might be a bit easier riding a horse than riding a car because essentially it was a backbone of a car that was evolved or that we started with. But if you look at chronological history in say for example 1901, there was a speedometer and there's an odometer. For the first time cars were giving a feedback on what speed they're going at. You cut across a couple of decades later, cars evolved to be a relatively stable piece of machinery and you start using it prevalently and then next level of adjust would start in terms of while I'm driving all the way, can I keep track of the football match that is happening or can I hear radio? So it's a simple things like clocks and radios, those were integrated in cars in about 1930s and then came a era wherein it was fun, it was a pleasure to go in the cars, you would start enjoying the rides but then suddenly cities became populated, roads started choking and your urge as a consumer would start evolving, you know you would still say people are saying you know it's fun, you can go easy in the ride but it's not that easy. And that's when things like climate control has evolved wherein you know trying to make it slightly comfortable for you inside the car having AC, that's when these automatic gear shifts evolved, that's when some of these new infotainment functionalities like cassette player which were in the hook, so you suddenly have a freedom of listening the music that you want to listen and you're no more dependent on radio only. Machines became faster, infrastructure become better and suddenly speeds increased, number of vehicles on the roads increased and you know you're wondering is it really safe? I'm going at this high speed and you know there are so many of these cars going around me, that's where some of the safety considerations started coming into play, so things like airbags and some of the other if I can say safety constraints and provisions ECU, you know engine control unit, a kind of a digital brain of the car which controls the entire car's functionality, beat engine and transmission they started becoming prevalent in 1990s if you can track CD player was invented at that point of time and it didn't take much for CD player to come into the car straight away and then comes the era wherein everything that you wish from a car is already there in a car and you're looking to explore what else can I do inside the car and you started looking at some of the use case scenarios in terms of you know I need to go from point A to point B, there are these big maps for me but you know I'm still struggling to interpret those maps and still struggling to get the direction so is you know can cars take me or can cars assist me from taking me to point A to point B and that was the era of millenial if I can call it. So if you look at it navigation systems started becoming a default functions of features in the car if you can relate internet by then was extremely prevalent it was no more restricted to privilege few blackberry was in that era and you know that's the era when we started talking of you know my laptop has this processor and it is faster and stuff like that so things were getting better things were getting efficient faster and cut across today if you if you look at the journey in terms of how consumer habits have evolved last hundred hundred or years or so you will suddenly notice that the consumers today have changed quite drastically they are online all the time they take technology for granted the adultation of technology or prevalence of technology in your houses in your bedrooms your halls your offices is phenomenal you cannot spend five minutes of your life without having to indulge in one or other point of a technology that's today you suddenly have you know Bluetooth and Wi-Fi and you virtually wanting to remain connected at all point of time so how does how does the current technological landscape or the landscape of digitization reflect in cars if you look at it it's it's a it's car is evolving from a mechanical product to a completely digital product or completely digital platform and let's let's look at it in terms of how it is happening if you look at I see engine or the engine which is which is supposed to be part of the car and if you look at how it evolved over the period of last century it's it's fairly incremental change you know there's still a piston there is still a slender there's still a crankshaft and okay you keep on adding bits and bits of technology to make it more efficient make it more robust and so on but if you look at it the advances in mechanical technology of the car are fairly evolutionary in nature so what is it that is changing in last in say last ten or twenty years it's essentially the brain of the car it's essentially the electronic or a digital technology of the car that somehow is revolutionizing the way we look at cars today do you consider car as as something that takes you from point A to point B visualize yourself you know for going to buy a particular car in a dealership and then let's look at what is it that you would seek from a car you would notice that your expectations or as a consumer the things that you would qualify that your car should have is it's going to be a pretty long list lot of it touching your life what you are or who you are in various ways essentially you're if I can say you're looking at car as you alter ego as a reflection of who you are and you know statement of who you are so what do consumer expects in today's cars virtually everything that you can think of I would like my car to be the best music system that I can ever have and believe me in many houses for many people the most technologically advanced equipment for music they would have is possibly their cars you would expect your car to be your phone you would expect your car to be a computer you would expect your car to be a laptop increasingly people are expecting car to be their healthcare devices and so on so forth so it's the amount of demand that normal consumers are putting on car as a product or a rising extremely fast but with that the challenges are rising as well just imagine a scenario what I'm sure you can relate to these images just try and visualize what are the things that people do inside the car you know people would do makeup they would paint their nails they would take a call they would eat they will text we have had instances wherein you know people changing diapers in a car while driving there was a survey done in America which says that any typical American car it's 65% of the female users of the car they literally treat it as its makeup room or makeup van or vanity kit in some sense so what is happening in the process when you drive a car you know you're going at a very high speed there are a lot of other objects traveling around you at that high speed so ideally all your senses should only be directing towards driving but you should have your hands on steering wheel your eyes should be on the road and all your ears should be you know on anything that you would hear on the road does that happen no I think it's the multiplexing behavior it's the behavior shift which says that you know I can do four things five things at a time simultaneously and that is kind of impacting one's own ability to drive because suddenly you're subjecting your drivers to massive amount of cognitive load all of which all of your brain's energy should ideally be channelized on the only driving function but that's not really happening so let's look at in a systemic manner some of the components of automotive HMI you know there are certain inputs that are being given by a car you would take specific actions which would be seen as outputs of for example increasing a volume of a radio could be output of action wherein you know you turn volume up so you look at all the use case scenarios and if you try and visualize your use case scenarios you can categorize them as primary secondary tertiary primary related to only driving functions secondary possibly needing to your infotainment needs your vehicle system needs and stuff like that but beyond that tertiary need like having to text or having to tweet while driving and you would virtually try and use every system that is available inside the car in terms of displays the controls which are there on the steering wheel and so on so forth so just to visually capture there are this huge density of controls suddenly that you're dealing with there is huge amount of data of varied nature you're trying to process so you're staying and on steering wheel you would virtually want to have everything because your hands can really not be off the steering wheel there is a cluster that is constantly showing you information related to speed and directions and so on so forth so let's look at some of these components in a slightly granular manner if you look at instrument clusters itself you know traditionally they're supposed to be just speedometer automator and then telling rpm's and so on so forth etc. What's happened over the period of time is you had this analog dials they have been increasingly getting replaced with complete digital TFT screens and you suddenly have literally a computer sitting in front of you behind your steering wheel and you're completely if I can put it this way reconfigurable real estate so for example if you're driving and a call comes you do not have to look at your central infotainment screen you can see the notification on the cluster itself or if you want to access your playlist for the music really it's all about you know ensuring the driver can devote as much as mental space to primary function that is driving and how do you assist him in doing that so for example this and this is part of exactly same screen it's just that depending upon the context the display of the instrument cluster is changing. Similarly infotainment screens if you look at it this is Tesla one of the complete electrical car it's possibly the most digital piece of car that is there today and they have if I can put this whole hog in trying to put massive size display inside the car and virtually as good as trying to put your computer inside your car now it's debatable in terms of whether that's a right strategy to do are you going to provide such a big screen inside the car itself and is it going to really distract users in terms of you know having to focus on the screen as against on the road I do not think as a industry I mean through the automotive industry people have answered or arrived at the right answers if I can look at it from all manufacturers everybody currently is in a state of flux wherein people are toying with multiple technologies multiple ideas let's look at some of the most prevalent ones as a direct input on infotainment system you have all the touch screens wherein there is a screen you can actually touch on the screen and if at all you know you can use limited browsing behaviors, pipings etc to scroll through the list far evolved systems are some of the indirect systems wherein we're trying to have intelligent rotaries wherein the rotaries are mapped to the content onto the screen so I do not have to reach to the screen screen is away in the distance screen is positioned slightly high at the top so that I do not have to look inside my you know car interior so that my eyes are as much as on the road screens are positioned way above on the dash but controls are placed very near to my hands where I can access them so actions either 5 a key or rotating browsing on these controls is related to what I see on the display or you know something which is there in Mercedes there is a touchpad that would along me to for example if I need to dial say Sam I can have a picture of writing Sam S and then it will throw me a list of you know contact list starting with S and so on and so forth similarly for Audi so people have been experimenting in various major rotary controls or combination of rotary and touch enabled surfaces as an alternate methodology looking at a purely touch interfaces people have been experimenting with voice HMI's and once again it's none of these technologies are fairly foolproof because you can imagine if there are four people driving inside the car would voice HMI be effective or if your music system is playing why would voice system be effective? necessarily no so you know there are various ways in which people are interpreting voice HMI's you know there is an instruction that is come you know that comes up on screen and I just had to mimic the instruction there are systems which people are trying to evolve where in say for example if I want to play music it should be very natural very intuitive to me so I can say play music or run music or just start music all the spoken language all the spoken ways in which I can give command to the system saying that okay just start music can system understand all the syntax and still play the music so that I am not restricting user to learn a specific behavior or say personalization in the command so wherein I can define my own voice commands but like I mentioned earlier there are challenges with respect to languages, dialects, accents I am going to jump one slide ahead if you look at gesture interfaces so if you look at in addition to touch and voice people have been experimenting gestures imagine that you need to increase volume you know while playing music in your car what is the best thing to do would you reach to the screen and try and you know increase the volume up or is it very convenient just for me in the year you know in air to just have a vertical swipe to say increase the volume can I relate very natural gesture made in the air for some functions which are which are very unable to those so people have been you know experimenting with gestures like I mentioned even earlier on the surfaces or free floating in the air once again it's a technology which is evolving and it is currently limited by the constraints of hardware so for example if there is a camera looking at me and recording my gesture it depends on the shall we say parabola of camera and fidelity of camera and the ability of algorithm to interpret my gestures correctly so if you look at all the things that one would do inside the car what becomes very apparent is there is no one way of interface there is no one way of interacting with the car which would be ideal for all scenarios essentially any user experience that you would build inside the car has to be multimodal experience has to be the experience which is a combination of multiple ways of interacting with systems which suits best for the given scenario essentially you know you are coming back to the same thing you are providing appropriate cognitive tools appropriate cognitive ways to interact with the system now having learnt you know some of the basics of what automotive interfaces are let's look at how it is evolving today or how it would evolve sometime in near future you know entire world is today talking of mobile apps and there are zillions of them already on all the operating platforms there are going to be millions of them added to the bandwagon these are going to be a special kind of mobile apps which would interact with the car so increasingly you do not have to be inside your car or you do not have to only interact with car control panel to really interact with your car you would be able to interact with your car using your mobile phones you would be able to do very if you do two minutes of a brainstorming session here you will get at least 10 ideas of what you can do on your mobile phone you know for car so people have been doing a lot of things for example in EV cars checking the battery status or finding the nearest fuel pump or planning your journey going beyond navigation using your mobile phones or like I mentioned controlling cars from other ancillary devices which is becoming increasingly norm so let's look at who is spending their bigger energy on designing automotive interfaces and you would imagine it is General Motors and Ford's and BMW's and Audi's of the world there are few new players who are trying to have their share of pie some of you will be able to relate to these images some of you might know but it's the usual suspect android is investing heavily on designing their own operating system their own ways of interacting with car or virtually say operating system android for cars and so is Apple CarPlay so the battle between tech giants themselves is shifting from mobile phone to cars in some sense and if you look at the amount of automotive players who have been signing up or you know explicitly declaring themselves to be in Camp A versus Camp B you realize plenty of them and unlike the mobile word you would see people are not able to make choices so there are people who are baiting simultaneously on android as well as Apple so some of the emerging technologies so for example vehicle to vehicle communication heads up display eventually things that will come up as an overlay on your screen appization of the car and lot of you would know it's a autonomous car that is that is by Google which would you know which would drive by itself lot of these technologies lot of player have in experimental form in one or other way people have been trying to deal with regulatory challenges to figure out how do they come into the market so I am going to give you a very brief question of what we are doing in that space not you know we've been working quite extensively for a long amount long point of time so for example this is one of the interface we did which multiplexes between touch mode and gesture mode something you know but and if I look at it it is amnable for me to touch versus something which is in a virtual space that intuitively tells me you know it's a virtual space one of the show car which we've done in 2010 for Beijing Auto Show for one of the plant Tata Pixel one of the show car that was displayed in Geneva Auto Show complete 3D instrument cluster voice HMI's you know digital tree configurable instrument clusters lots of other work the last example we done this competition we participated in this competition and this particular entry happened to win the price of best user experience very simple premise the functionality inside the cars are going to go exponentially high and the only way to deal with those is to try and exponentially keep on making your interface simpler and simpler thanks a lot essentially all I am saying is car is becoming your next variable device you look at it in any perspective it is the next variable which you are dealing with thank you