Lynkie:Go
VA on the Go
During Vehicle B project, a family oriented SUV, I led the design process of Lynkie:Go, portable version off Lynk&Co's beloved VA with extended scenarios.
Brief
We got the brief describing what can be expected for Vehicle B.
According to the brief, the scope can be listed as:
-Modularity, functionality, Surprising
-New Design language
- Family oriented & Child Focus
-Great Technology
-Comfort, Extended experience
-Physical & Mental Health
Strategy
According to our research / insights, we are convinced that the intersection of remarkable areas we found out is the sweet spot to execute a good experience.
Brand targets: Enhancing community, Rich Experience
Target users: Family & Kids, Safety, Educative
Global & Local Trends: Latest Technology improvements, Rising mental & physical health awareness, Smartness
Brainstorm, Workshop
During our Workshop, one of the big chunk of ideas were accumulated under Voice Assistant (VA) part.
Meet Lynkie
Lynkie is LynkCo's VA, providing experience on screens, a fine representation of LynkCo brand.
With Vehicle B set to embody the new LynkCo vision, design language, and latest technologies, I posed the question:
How far can we push Lynkie and extend the VA experience?
Learn & Analysis
Key Differentiator
Over 60% of Car Buyers agree that Voice Assistant availability influences their purchase decisions.
130 million users (55% of the U.S. population) are currently using in-car voice assistants, with 83.8 million active monthly users.
Technological Advancements
“With the growing success of voice AI, the need for vertical solutions in the automotive sector will soar,” said Holger G. Weiss, co-founder and CEO of German Autolabs.
Enhancing Safety
“If VA was ubiquitously used, Euro NCAP wouldn't be changing the parameters, Encouraging car makers to use separate, physical controls for basic functions."
Rising Investments
Car makers started to invest a lot. While some brands use their own VA, others prefer to integrate well known ones like Google, Alexa, Apple.
In addition to that, by rising AI, brands implement ChatGpt to their systems.
PainPoint:
Car makers using third-party VAs struggle to build brand loyalty, as vehicle-specific voice interactions differ from home VAs. Those with proprietary systems also fall short, offering limited, vehicle-bound experiences with few use cases to compete with major brands
So, HMW make Lynkie more tangible by enhancing interaction through additional use cases to strengthen brand value?
Meet Lynkie:Go
At the end of a Design process I went through, I came to a point that Lynkie should be more tangible to extend user experience. I decided to make a physical version of Lynkie for seamless experience, which was highly appreciated and supported by the stakeholders.
Plug it intentionally
Together with Technical Department and Interior team, I decided to plug LynkieGo at some points in a car intentionally.
1 - IP: Plug on IP to make LynkieGo a Co-Pilot
2 - Seatback: Plug on seatback to make LynkieGo the kid's Educational or Practicing Partner.
3 - PlayGround: Plug on PlayGround to make LynkieGo the kid's Game Partner.
3
1
2
Smartness
LynkieGo - Seatback:
Lynkie immediately understands it is plugged at Seatback and starts to behave accordingly
1 - Changes the voice to communicate like a kid.
2 - Brings educational or practicing content.
LynkieGo - IP:
Lynkie becomes Co-Pilot when it is plugged at IP. Communicates with DIM, guides accordingly.
LynkieGo - Home:
Lynkie is a Smart Home Assistant as well so creates a seamless, continuous experience.
The Process
Benchmarking & Research
We thoroughly analyzed major competitors, explored DigiPhysical touchpoints, and researched topics related to the brief. While the Chinese market is competitive and challenging, it also presents many opportunities.
User Research
We gathered user feedback on their priorities when purchasing a product. Key factors influencing their decisions include:
- Smartness: Convenient Voice Assistant, Advanced, accurate Navigation,..
- Comfort: Spacious Cabin, Comfortable seats
- Safety: ADAS, Driving assistant etc..
- Promoting Health: Both Physical and Mental
''Safety is first, Comfort and Smartness are very important''
A User, 35, Shenzen
Insights
- Users want to have a more family, kid oriented vehicle. 50% of the users drive their kids everyday. Parent-child travel
market size of about $52 billion.
- Intelligent car is one of their biggest priorities. Chinese community, in general, likes and adopts newest technology easily.
- Parents wants to have educative technologies in vehicle.
- China camping market size reaches $29.9 billion by
2021, a 400% growth compared to 2020.
Ideation
Based on our research and identified pain points, I concluded that our VA should be as smart and flexible as possible, offering a personalized experience.
SMART: Knows better to whom it is dealing with
FLEXIBLE: Behaves accordingly. For example, deals with an adult like an adult; with a kid like a kid.
This reminded me of Chameleon, which shifts color according to the context it is in. It blends, it adapts.
Ideation UI
After concept generation, I collaborated with the Visual Team, who effectively outlined how to realize the Chameleon VA idea. They envisioned customizing Lynkie’s color and costume based on context.
Customizing Lynkie on screens is a positive step, but, Lynkie only on CSD may not fully engage users. As previously noted, we are still distant from creating a truly compelling experience.
1st Iteration
I stepped further and decided to free Lynkie from its boundaries, CSD to make
her travel in the vehicle and provides a fun experience especially by connecting parent in the 1st row and the kid in 2nd.
This step brought us closer to what we have imagined for Lynkie. We freed her from CSD but she was still bound to vehicle. Then I revisited the question: How far can we extend the VA experience to enhance brand value? I realized we need a different approach.
Brainstorm & User Journey
I held a brainstorming session and created user journeys for various scenarios to identify how and when we may need a VA.
I've found out that, a physical twin of Lynkie could be a good idea. It can be carried anywhere, plugged at any point in vehicle, even can become a smart home assistant so the experience it provides seamlessly continues in all contexts. So I decided to go towards this direction.
Exploration
I, together with intern, started to explore, create scenarios.
I modelled Lynkie and prepared 2D drawing for paper prototype in order to test it.
Test
We tested the paper model in foam vehicle. We workshoped how Lynkie can behave at different locations in a car, how it becomes a flexible touchpoint.
Concept Presentation
Along with our test results, I prepared a concept presentation by rendering and animation in Blender.
Prototype
After the concept is approved, I made a solid model and 3D printed in order to show&tell.
