future of automotive design visteon presentation 2016

Introduction

$3.25B2015 Annual sales

Company headquarters

Van Buren Township,Michigan, United States

11,000Employees

18Countries

22Manufacturing Locations

17Technical Centres

Introduction

Country Head, Visteon, INDIA& South East Asia

An Engineer with 20 years of experience in Automotive industry.

Automotive Electronics, Powertrain, Electricals, Suspensions, Interiors

Amit Jain

My Two Enigmas …

My Two Enigmas …

1. Two capable teams. Outcomes with very different perceived quality.

2. Two innovative teams. Outcomes with two different perceived values.

Two capable teams… Outcomes with very differentperceived quality.

#1Enigma

Automobile is …..

A Machine A Space A Product

An increase in ….Driving Complexity, Distractions and Safety Norms

Today’s Automotive Design is …

Different StrategiesDifferent ApproachesDifferent Outputs

Exterior designInterior design

UI design

Color & Trim design

Seat designGraphic design

Lighting designErgonomics

Sound design

Accessory design

Design Considerations

Visual Audio Functionality Cognition Use Case

Feedback Features Trends Technology Ergonomics

…

AudioFunctionality

CognitionFeedback

Features

None of these can be designed into the product after it is engineered

Use casesTechnologyTrendsUserErgonomics

Future

ONE StrategyONE ApproachONE Output

ExperienceDesign

Two capable teams… Outcomes with very differentperceived quality.

#1Enigma

CONCLUSION: Design cannot be an afterthought!You will not get a symphony. You will get noise.

Two innovative teams… Outcomes with very differentperceived values.

#2Enigma

…

…

…

…

User Interaction User Experience

…

How do we increase… Perceived value and customer delight ?

…

A. Convergence of consumer electronics

One cannot ignore convergence. Design with it to make it seamless.

How do we increase… Perceived value and customer delight ?

Anna A

Design to SOP

SOP

EOL

Design to Adapt

SOP

EOL

Design to Fit

SOP

EOL

(Today) (The Future)(Tomorrow)

B. Design to Adapt

…How do we increase… Perceived value and customer delight ?

C. Stop the obsession towards number of features

…How do we increase… Perceived value and customer delight ?

Feature driven concepts v/s user driven concepts

Two innovative teams… Outcomes with very differentperceived values.

#2Enigma

Two innovative teams… Outcomes with very differentperceived values.

#2Enigma

CONCLUSION: Design for the User!Do not design for Features.