May 7, 2020 15:00
May 7, 2020 14:00
Virtual Fireside Chats

Experience design and creative technology create an unfair advantage in car design

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Virtual Fireside Chat, 60 minutes

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Experience design and creative technology create an unfair advantage in car design

Experience design and creative technology are two relative newcomers in vehicle design. In the virtual fireside chat “Creating an unfair advantage in the vehicle innovation” the experts from iconic design company Pininfarina and car HMI & software firm Siili Auto explain how both fields help design create an unfair competitive advantage for new product development.

Speakers:

Xavier Blanc Baudriller
Head of Design Strategy at Pininfarina
Konrad Kabaja
Director of Technology
Jim Crawley
Executive Vice President of Sales, North America at Siili Auto

Speakers

Xavier Blanc Baudriller
Head of Design Strategy at Pininfarina
Xavier draws on the power of design to tackle the increasing complexity of the world we live in and creatively explore how to build new connections between people, information, things and places. With this, he aims at creating beauty and meaning for people, impact for businesses, and value for society as a whole.
Konrad Kabaja
Director of Technology
Konrad provides us an in-depth understanding on the new technologies setting up the scene for the future of automotive industry. He is an agile manifesto practitioner that believes the constant change and improvement help to build wonderful user experience, intuitive user interface and simply loveable products.
Jim Crawley
Executive Vice President of Sales, North America at Siili Auto
Our fireside chat will be hosted by Jim Crawley. With more than 30 years' of experience in the automotive business, Jim will spice up the fireside chat with his experience in advanced technology, innovations, electronics, and software solution.

Agenda

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EXPERIENCE DESIGN APPROACH

For a good part of their hundred years of existence, cars have shaped us, our environment, and our lives. Today, however, the situation is entirely different: it is now cars that are being shaped by changing contexts of use, changing people's needs and preferences, and the changing relationship between the three – cars, people, and context – stemming from the digitalization of our lives.

In this radically new environment, competitive differentiation cannot be achieved anymore based on style & performance alone. It now rests on the overall experience a car will offer its users and thus requires a fundamental rewiring of the way we design cars, centering on users, and experience rather than on objects and performance. In turn, this requires new capabilities and methods, from experience design and creative technology to lean & agile process, rapid prototyping, data collection, constant improvement, etc.

CREATIVE TECHNOLOGY APPROACH

“Why now?” is the strategic question that technologists should answer early in the design process. Apple’s Newton (1993) and iPad (2010) were essentially the same product but where they differ is the answer to the question: “Why now?”.

History recognizes hundreds of products that failed because they were launched at the wrong time. Timing is key in understanding when emerging technology is ready. Hence, once experience design has found a compelling answer to the question “Why?” the next step is for the technologist to answer “Why now?”. Launching technologies such as cognitive voice, mixed reality or haptics in the right moment can build a competitive advantage but only if the timing is right. We explain how to add creative tech into the design team across the phases of insight, ideation, prototyping, data, and storytelling.

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