EXECUTIVE SUMMARY

The automotive industry is entering a new technological era, and consumers' lives are becoming increasingly busy. Therefore, it is essential to consider how technology can keep drivers entertained and productive. Our project evolved to combine these two key elements, resulting in the successful development of the 'Audi Edutainment Suite'. Using the Design Thinking Method, we focused on user-centric solutions by understanding needs through interviews, ideation, and prototyping in Figma. Our solution involves the development of a prototype that consists of multiple features for various situations and seamlessly combines educational and entertainment elements to provide an engaging learning experience without distractions from the road. By prioritizing in-car edutainment, we aim to improve the driving experience and create a richer travel environment.

Goal

We were initially tasked with the vast goal of innovating for the future of in-car entertainment. Besides the goal of a digital prototype, we were given free rein on what exactly that could be. As the project went on, we found that the market response to in-car entertainment wasn’t what we initially hypothesized. This led to a shift in the goal from a solely entertainment focus to a mixture of the need for education and productivity. It became our mission to determine how we could push the limits of this in-car “edutainment” in a creative but feasible way; a mission that we accomplished.

Methodology

The project is based on Design Thinking, a methodology that aims to solve problems with a user-centric approach. It comprises five phases, which are cycled through iteratively. The process starts with the understanding of user needs through empathy, followed by the definition of the core problem. We primarily conducted interviews with individuals who embody the characteristics of our target persona, as provided by our project partner. During the ideation phase, we generated creative potential solutions, from which we eventually selected one to develop digital prototypes in Figma in the prototyping phase. Finally, we tested these prototypes with potential users and with the UI/UX department employees of our project partner to refine the solutions, ensuring they effectively meet the identified needs.

Results

As the final deliverable for the project, we developed a digital prototype, the “Audi Edutainment Suite”, which consists of four features. These features include summarizing articles, memory training, educative courses, and quizzes. Taking into considering the customer journey from start to end, both the car infotainment screen as well as the in-app screens on the phone were used. This prototype is the product of findings from interviews, group working sessions, and workshops. The space where this prototype was made in, was the program “Figma”. Each feature addresses the desires of the targeted customer persona. As the topic of learning was found to be important, all the features focus on this area. For each one a USP was pinpointed and during the final presentation, the prototype was shown from the view of a user.

Cooperation Partner

• Audi Business Innovation GmbH
  Hochbrückenstr. 6
  80331 München
  
  Audi Business Innovation GmbH was founded in 2013 as a wholly owned subsidiary of AUDI AG and plays a key role in shaping the current digital transformation in the automotive industry.

Contact Person

• Lena Katharina Weber - lena.katharina.weber@audi.de

Student Team

• Carl Kucharik

• Nevena Banov

• Gulbagh Bains

• Iva Nachkova

• Simon Führer

• Adel Mussabekova

Project Manager

• Benjamin Monsorno