Volvo: Roll into the future
By Herbert Hsu | 2013
Volvo, "I Roll" in Latin
Founded in 1927, Volvo, the Scandivavian luxury car brand that is famaous for the quality and safety provided to the customers has built a reputation since then. In 2010, Volvo was sold to a Chinese motor manufacturer Geely. This becomes a good opportunity for Volvo to think of a new strategy in the great Chinese market and also in the coming future of autonomy.
Target final deliverables of the project includes strategic roadmap that consists of products, services, retail, and marketing strategies after the research of the brand, the competitor, the customer, and the environment.
Hi Nebula, the future AR-UI system for sharing vehicles
Sharing and autonomy can really work together to deliver Volvo experience
A propose of 10-year-plan is made with the summary of previous research, and I start to analyze the brand attributes and visual elements for later design phase. After a lot of works on ideation, the concept that utilizing the technology to provide convenient service for more people to experience of Volvo.
Ideas like personal audio space in shared vehicle, personalized experience of trip, UI on windows for individual passengers, etc., forms a set of product offerings for Volvo: an on-demand car-sharing autonomous service.
Research everything about the brand
Volvo is serious about autonomous vehicle
" The autonomous future will come much faster than we imagine"
- Geoff Wardle, Director of Grad. Trans. Design in ACCD
With all the threads gathered, autonomous vehicles seems to be the proper direction for my project. I then interview the director of ArtCenter graduate transportation design program on this subject. He is certain that Volvo is serious on this topic and has already invested a lot on autonomous cars and trucks. He also points out the studies nowadays focus more on how they technology works but few of them really ask about how the customers feel. His insight bring my project into a clearer direction: the autonomous future, and I made a video to wrap up all my learning about Volvo.
Is the future of sharing vehicles and autonomous driving attracting to people? What would the passengers think and feel about the idea? I made a scenario space with tapes and furnitures based on real size vehicle, and invite people sit-in and talk about their experiences and feelings. From this experiment I realize the transportation design is much more than rendering another cool-looking vehicle, but to really think of it as a system of service provided to the customers to be where they want to be in the way they like.
Empathy, empathy, empathy
Introducing Volvo Libero, the subscription based sharing transportation
Libero is a autonomous car sharing module for Volvo aiming at the major big cities around the globe. It providing point to point personal transportation service in subscription. Subscribers can use the service and personalize their interior preferences of the vehicle in available cities. With the advanced acoustic technology, it cancels the noise and creates your personal field in a sharing vehicle.
Volvo Nebula is a UI system and personal assistant applied AR technology on the window. It is ready to help when the user says: ”Hi, Nebula”. It consists of three sub-functions: bubble, map, and nebula.
With advanced camera, visual recognition , and AI equipped in Volvo car and on the cloud, it provides seamless services across different vehicles by syncing preferences of different users.
Special thanks to instructor James Chu for teaching me on the project.
A personal smart system provides entertainment and easy access to favorite apps.
The service of transportation; name the destination and it will take you there or show you how.
A cloud-based visual AI search system help passenger explore the world outside. Simply point at the object on the window, nebula will tell you what it is.
Methods like SWOT analysis, STEEP (PEST analysis adding Environmental) trend analysis are conducted to see what challenge Volvo might be facing in the future market. The existing products on the market are mapped for seeking opportunities for innovation or design.
The insights leads to five archetypes of potential customers: the Daddy American, Balanced Hipster, Mommy Angel, Smoky Trunk, Traveling Rose, and Resident on the Cloud. Interviews on those archetypes and industry experts are done to obtain more perception of them toward the future of Volvo brand, which I summarized into three value proposition: Safety, Mobility, Responsibility.
" Safety, the promise to all our customers"
" Mobility, the service for more individuals"
" Responsibility, the commitment into a better world"
Autonomous trend of car industry
holistic brand roadmap planning
Research & Design
Brand & product strategic roadmap design for 2030’s Volvo featuring autonomous share driving and innovative user experience
In a Nutshell