Final Master Project (FMP) - Proposal -
ENVISIONING THE INTERIOR OF AUTONOMOUS VEHICLES IN THE YEAR 2025
STUDENT: MARJOLEIN KORS APPROVER 1 (COACH): JACQUES TERKEN APPROVER 2: JORGE ALVES LINO SEMESTER: M2.1 CLIENT: JOHNSON CONTROLS YEAR: 2014/2015
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CONTENT 3 4-5
CONTENT INTRODUCTION
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VISION
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MOTIVATION
8-9
CONTEXT
10
CLIENT
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PROJECT
12-13
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APPROACH semester 1 sensing & defining explore, identify & analyse midterm evaluation semester 2 design iteration evaluation
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DELIVERABLES
15
THE NEXT STEP
16-17 18
PLANNING LITERATURE CITED
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INTRODUCTION Within this document I’ll propose my FMP. At first I’ll introduce myself in terms of vision and motivation, to clarify both my road towards as motivation behind the choice for this project. Thereafter the next part will go more in-depth into the project itself, covering its context, client, goal, approach and expected deliverables. Also will I explain within “The Next Step” what I’ve done till now and what I’ll do within the near future. Where after the planning will give an overview of the whole project. The term “Design” as used within this document does not merely refers to the aesthetics itself but to the whole process which leads to innovation, corresponding with the vision of Industrial Design Technical University Eindhoven.
Image: http://image.automobilemag.com/ f/61544065+q100+re0/end-of-driving-illustration.jpg
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VISION Through design I try to make one aware of the fact that there are more perspectives than the one he or she sees and experiences as normal. Sharing the fascination that what we perceived as “normal� is dynamic, different per just as well individual as context and not without a doubt also the best option. Especially, while I find within the awareness and the involvement of both different perspectives as different levels of depth in perspective the ability to go away from that what we expect something to be. To instead design from the essence and discover the unseen design opportunities. Not to design from the idea of chair but something to sit on within the given context. In this ability I find the key to create truly creative, functional and innovative designs. Designs with not only an added value but also a perfect fit to their context, feeling as if they have always been part of it. I try to evoke the awareness and fascination by letting one experience such a design. And enhance the effect by making the product noticeable extraordinary and new but at the same time be perceived as something normal. Using the given that what we experience as "normal" is actually just a result of all kinds of unconsciously connected experiences, recognitions and associations. In design I like to explore the unconscious and how design can be used to influence one’s thoughts and behavior. I see the designers role within our society therefore to trigger, motivate and sort of seduce people to come out of their comfort zone and approach new and unknown matters (such as innovative developments, new technology or a change in habit) with an open mind.
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MOTIVATION As a designer my true motivation and passion comes from the challenge to find, convey and use that what is overlooked as a way to come to innovation aka the process rather than in a certain design direction. A method of designing which I’ve experienced to be compatible with as good as any design case, hence also the variation within my projects. What made the requirement for my FMP simply that it had to fit and oppose the opportunity to be as a showcase for me as a designer. Exploring the options I felt a fascination and connection towards a project on Autonomous Mobility proposed by the company Johnson Controls. A design case which challenged the question of what the future interior of an autonomous car could be and how the development of autonomous driving might not only influence but also oppose them with interesting design and market opportunities. A project which fits me as a designer (both in process as in vision), concerns an interesting and socially relevant domain, provides the opportunity to work with a company and contains the right amount of freedom to follow my own path. One in which I also see the opportunity to make use and further develop my competencies. Besides that I’ve, by means of my research project, already created a foundation within the area of autonomous driving. In short, I decided that this project would be the vessel for my FMP.
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CONTEXT
The prospect of automated driving has become a much discussed and popular development the last few years. Although it’s not likely that we will have Jetsons-esque flying cars anytime soon, automated vehicles–once thought to be science fiction–may soon become reality. While it’s in business also always good to be ahead of your competitors Johnson Controls has already started to explore, in the means of desk research, ideation and consumer research, on the topic of autonomous driving and its interior. Part of the outcome of these explorations is also at my disposal, to serve as basic guidance within the project. The project follows the assumption with regard to the establishment of autonomous driving as it aligns with NHTSA’s published policy information and focusses on level 3 “limited self-driving automation”. Vehicles can then function completely on their own in limited capacities, equivalent to auto-pilot in the aviation industry. Drivers may manually override systems and make adjustments to driving situations. Or more focussed on the interior, the driver will be allowed long stretches of inactivity to driving but needs to be able to retake control when needed within 15-20 seconds. This transition time thus dictates a close proximity to the vehicle controls.
Below, image by Andy Potts Next page, figure 1: Overview autonomous mobility levels and their impact on the car’s interior, by Johnson Controls. (Johnson Controls, 2014)
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The context of the autonomous vehicles in 2025 (level 3) is in the future and still undefined. Within the project I’ll explore this context through the method Trend Analysis to gain some idea of what this context might be. Possible technical or Legal and political issues are not of interest within the project and therefore assumed to be solved.
NHTSA has created a five-level system to define the stage of development for autonomous mobility. Following are the levels given in regard to the level of control that the vehicle has (Aldana, 2013); Figure 1 shows an overview, created by Johnson Controls, of the impact on the vehicle’s interior (Johnson Controls, 2014). Level 0 [No-Automation]: The driver is in complete and sole control of the primary vehicle controls – brake, steering, throttle, and motive power – at all times. Level 1 [Function-specific Automation]: Automation at this level involves one or more specific control functions. Examples include electronic stability control or pre-charged brakes, where the vehicle automatically assists with braking to enable the driver to regain control of the vehicle or stop faster than possible by acting alone.
Level 2 [Combined Function Automation]: This level involves automation of at least two primary control functions designed to work in unison to relieve the driver of control of those functions. An example of combined functions enabling a Level 2 system is adaptive cruise control in combination with lane centering. Level 3 [Limited Self-Driving Automation]: Vehicles at this level of automation enable the driver to cede full control of all safetycritical functions under certain traffic or
environmental conditions and in those conditions to rely heavily on the vehicle to monitor for changes in those conditions requiring transition back to driver control. The driver is expected to be available for occasional control, but with sufficiently comfortable transition time. The Google car is an example of limited self-driving automation. Level 4 [Full Self-Driving Automation]: The vehicle is designed to perform all safetycritical driving functions and monitor roadway conditions for an entire trip. Such a design anticipates that the driver will provide destination or navigation input, but is not expected to be available for control at any time during the trip. This includes both occupied and unoccupied vehicles.
research - the autonomy continuum > impact on interior majority of vehicles on roads in 2025 nhtsa levels
level 0
no automation
level 1 functionspecific
level 2
level 3
level 4
combined function automation
limited self-driving automation
full self-driving automation
driver access to the interior is limited to the IP, driver door, and floor console. this is where OEMs invest.
driver will be allowed long stretches of inactivity to driving but 15-20 seconds before he/she needs to retake control. this transition time dictates a close proximity to the vehicle controls
driver is freed from only one corner of the vehicle and allowed access to the entire interior
driver’s reach zone
(and opportunity for more premium product)
type of control (how does it change from today’s paradigm?)
time accepted for inattentiveness influence to vehicle interior
operation as it has been
operation as it has been
< 2 sec
< 2 sec
< 2 sec
transition time of ~ 10-20sec
na – only input destination
na
na
na
moderate
potential paradigm shift
1980’s
2000’s
2015
2025
the matrix is based on our inferences from NHTSA’s policy document on autonomous vehicles
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2035 9
CLIENT
The project is in collaboration with Johnson Controls Interior (JCI), which is part of the automotive experience section of Johnson Controls. Johnson Controls Interior focusses on the automotive interior and provides instrument panels, floor consoles, door panels, overhead systems, and overhead consoles for every brand or class of vehicle worldwide. Their aim is to, as a leading automotive interior supplier, deliver their OEM [1] customers with stylish, comfortable and functional products which significantly differentiate vehicles, enhance the user experience and attracts car buyers. Johnson Controls Interior is a first-tier supplier [2]. (johnsoncontrols, 2014) Johnson Controls Johnson Controls is a global diversified technology and industrial leader serving customers in more than 150 countries. The companyâ&#x20AC;&#x2122;s 170,000 employees create quality products, services and solutions to optimize energy and operational efficiencies of buildings; leadacid automotive batteries and advanced batteries for hybrid and electric vehicles; and interior systems for automobiles. Johnson Controlsâ&#x20AC;&#x2122; commitment to sustainability dates back to its roots in 1885, with the invention of the first electric room thermostat. Through its growth strategies and by increasing market share, Johnson Controls is committed to delivering value to shareholders and making its customers successful. (johnsoncontrols, 10
2014) Johnson Controls Automotive Experience Johnson Controls Automotive Experience is a global leader in automotive seating, overhead systems, floor consoles, door panels and instrument panels. The company supports all major automakers in the differentiation of their vehicles through its products, technologies and advanced manufacturing capabilities. With more than 240 plants worldwide, Johnson Controls is where its customers need it to be. Consumers have enjoyed the comfort and style of Johnson Controls products, from single components to complete interiors. With its global capability the company supplies more than 50 million cars per year. (johnsoncontrols, 2014)
PROJECT The overall goal of the project is to question and explore what the future interior of an autonomous car (level 3) could be (vision) and how Johnson Controls could anticipate on this upcoming technology of autonomous mobility. Providing inspiration, and a new perspective, on how the development of autonomous driving might not only influence but also oppose new and interesting opportunities, both design as market. Besides the inspiration, opportunities and insights the intention is to deliver innovative design concepts for the future interior of autonomous cars. Each week a process overview will be communicated to JCI. Some sub-questions were given, as means of inspiration, which provide some insights on the intention of the project and are thereby used to define my explorations: • • • • • •
1 - Original equipment manufacturer (OEM):
• • •
Explore the consequences and opportunities which the development opposes to the portfolio of Johnson Controls Interior. Explore how the possibility of autonomous driving, to do something else than driving, could influence the interior space of autonomous vehicles. Explore how autonomous driving could redefine JCI’s interior products. Explore how the future context of autonomous driving could influence/reshape the idea of a car and so also its interior. Explore outside the automotive field in contexts that are similar in conditions to the autonomous car aka current “autonomous” means of transport. Explore the transition from activity back to driving. How could JCI become an industry expert in getting drivers back to driving mode? Explore the research which is already done, by JCI and others. Explore how the interior could become more an overall experience than merely functional. Imagine what could be next, after people have gotten familiar with the ability to do something else than driving.
Producer or manufacturer of a complete end product (such as a car engine, cooling unit, or
Thereby some guidelines given & points to keep in mind:
a circuit board) or a sub-assembly (such as a
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carburetor, compressor, or a chip) used in an end product.
http://www.businessdictionary.com/
definition/original-equipment-manufacturerOEM.html#ixzz3FS0Bg2wd 2 - First-tier supplier: a company that provides parts and materials directly to a manufacturer of goods: Assemblers tend to rely on a few firsttier suppliers, and require these suppliers to play
• • • • • • •
a greater role in product design and innovation. http://dictionary.cambridge.org/dictionary/ business-english/first-tier-supplier
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JCI’s portfolio includes the following: door panels, floor consoles, overhead consoles, instrument panels and deco trim NOT including any Electronics. The project its focus is not on the electronics or the in-depth mechanics but rather to develop innovative concepts for the interior of the autonomous car of the future. The focus is on the innovation of the concept not the visual refinement (detailing). The project includes the freedom to think wild and outside the box, it’s about the inspiration. The acceptance and technological feasibility of autonomous driving is a given and not to be quested within this project. The focus is on the year 2025 and development level 3. It is possibility to work a couple of days at Johnson Controls, to discuss, gain feedback, access research etc. The safety is, within a reasonable extent, not a limitation. The technology comes after the concept. Product service systems are also within the scope of the project as long as autonomous driving is the enabler.
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APPROACH [In short] The first semester of the project will mainly focus on both developing an overview and in-depth understanding of all that has to do with the design case, as identifying design and market opportunities and gaining inspiration for the ensuing Design Iteration phase. The second semester thereafter focusses on the ideation and concept development for the future interior of autonomous cars.
SEMESTER 1 .......................................................................................................................................
SEMESTER 1 SENSING & DEFINING Within the first part of the project I explored the options, reflected on my motivations, decided on a Final Master Project and explored both project as company. Thereby has the project officially been kicked-off within a client meeting at Johnsons Controls. EXPLORE, IDENTIFY & ANALYSE The second phase of the project includes a collection of explorations. With the intention to provide me with an overview and understanding of the design case / space, insights, opportunties and inspiration for the ensuing phase of “Design Iteration”. All explorations will focus on qualitative research. Exploration 1 - After at first defining what the current “autonomous” transportation contexts are I’ll focus on the bus, train and airplane (long haul) as representatives for short, middle and long distance “autonomous” contexts. Each of these three contexts are thereafter explored by means of Field Research to: 1. Create a more complete and detailed overview of these contexts, including there facilities, surrounding, characteristics, use of space, light, movement, people etc. 2. Observe and document the activities in regard to the four need categories [1] (Fun / Enjoyment - Communication / togetherness - Efficiency / Reliability - Relaxation / Recovery) and if applicable also in relation to the four user segment groups [1] (Heavy drivers - Mothers / Family perspective - Digital Natives - Non drivers). [analysis through matrix] 3. Observe and gain interesting insights, such as on how people adapt themselves to, innovate on and find solutions for their context. Next, I’ll look at the activities their optimal context(s), their requirements, points of interest, elements etc., and how these activities would be performed within the current context of the car. Starting this exploration I’ll also study the Activity Research done by JCI.
1 - These need catagories and user segment groups are in line with the Activity Research of JCI.
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Exploration 2 - The second exploration is to develop an overview of the current and futuristic solutions, visions and concepts to facilitate these activities and/or autonomous driving, which have already been developed by JCI and in related industries (current “autonomous” transportation contexts, state of the art concept cars, futuristic cars).
Exploration 3 - Then lastly, exploring the world of 2025 aka the context of autonomous driving by means of a Trend Analysis. In the process I´ll make use of the Trend Analysis which JCI has already created and the one on autonomous driving from my previous semester. MIDTERM EVALUATION At this point I´ll combine the outcomes of the explorations, define the design opportunities, reassess the process and prepare the communication of the project so far. Between the Midterm Evaluation and the upcoming Design Iteration phase I’ll decide wherever it’s needed to focus and on what this focus will be.
SEMESTER 2 .......................................................................................................................................
SEMESTER 2 DESIGN ITERATION For all we know could this new technology of autonomous driving or its future context totally reshape the concept of the car. Therefore the design iteration will be approached from two directions. Firstly, from the perspective of the future context, in which autonomous driving will be feasible, and thereafter from the new opportunities, which autonomous driving provides, to do something else than driving. Both directions include an ideation and a concept development phase which will go through multiple iterations. Thereby do I aim for early user involvement within both phases to gain new perspectives, feedback and, depending on the outcome, the possibility to test concepts. Direction 1: Ideation and concept development on how the future context could influence or totally redefine the “idea” of a car and so also its interior. To thereafter analyse the outcome and define the meaning for JCI in the form of, most likely, design and market opportunities. The inspiration for this direction will mainly come from the Trend Analysis. Direction 2: Ideation and concept development, to a more concrete level than within direction 1, on the interior of autonomous vehicles in the case that the overall “idea” of a car stays the same. The intended result is one or more final design concept(s) and a collection of design opportunities. As inspiration this direction will make use of all the explorations. Thereby I will within the ideation try to also think further and imagine what might be next, once people are familiar with the ability to do something else than driving. Think of the mobile phone, today money is made with other things than making phone calls even though the original intention of a mobile was to be independent of a fixed place to call. 2 - In regard to the report, writing it will be
EVALUATION I expect the main activities within this phase to be focussed on reflection together with the finalization and communication of the project, thus for example: reflecting on the whole process, developing an overview and creating a coherent story for the presentation. [2]
done throughout the semesters. It is included in the RSDL weeks and I will also make sure to document the results of each exploration on a report worthy level.
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DELIVERABLES The first deliverables are going to be the outcomes of the explorations within the first semester. These will be processed into separate small research reports and eventually collected in the first semester’s final report. This report will also include the insights and design opportunities which I’ve discovered. The second semester will in line with the first directions result in both design concepts and opportunities on how the future context of autonomous driving could influence or totally redefine the “idea” of a car and so also its interior. Where after the second direction will provide one or more final design concept(s) and a collection of design opportunities on the interior of autonomous vehicles in the case that the overall “idea” of a car stays the same. For now I’ll keep it undefined wherever these concepts are merely design or also product service system oriented.
THE NEXT STEP Following the approach/ planning I’ve now, after exploring both project and company, defined the project in the FMP proposal. Thereby has the kick-off and first client meeting taken place, and will the next one be held within the upcoming days. In between of the FMP proposal deadline and FMP approval meeting I’ll use one or two days to research the State of the art and to study the Activity Research done by JCI (NDA material). Thereafter I’ll start with doing the Informal Interviews and using my own knowledge to explore and identify the activities which people say that they would wane do within the autonomous driving context. Paying as explained in the approach extra attention to the Time, the Purpose, the Next activity and the Context of their journey. Simultaneously, I’ll do some brainstorms on the current autonomous contexts and their aspects, again also in regard to the the Time, the Purpose, the Next activity and the Context of their journey. What will help to identify these contexts and thereby develop a basis overview. Thereafter I’ll start with the field research and informal interview on this matter. 15
PLANNING SENSING & DEFINING
SEPTEMBER 25-31
1-7
8-14
15-21
22-28
OCTOBER 29-5
6-12
13-19
20-26
NOVEMBER 27-2
3-9
10-16
17-23
DECEMBER 24-30
1-7
8-14
15-21
22-28
Explore, review and choose FMP Desk Research project, company & NDA material Kick-off meeting JCI Writing FMP proposal
EXPLORE, IDENTIFY & ANALYSE
EXPLORATION 1 - CURRENT ¨AUTONOMOUS¨ MEANS OF TRANSPORT Defining current äutonomous¨ contexts Field Research Analysis Desk & Field Research optimal contexts Analysis Activities + current car context Analysis EXPLORATION 2 - EXISTING SOLUTIONS, VISIONS AND CONCEPTS, Johnson Controls Interior Current ¨autonomous¨ transportation contexts State of the Art concept cars Futuristic cars / concepts Analysis EXPLORATION 3 - FUTURE CONTEXT Study Trend Analysis of JCI & module M1.2 Redo/improve/expand Trend Analysis
MIDTERM EVALUATION
Analysing all outcome Defining opportunities Reassess process & continuation Preparing presentation Reporting
DESIGN ITERATION
DIRECTION 1 Ideation Concept development Communication Analysis on outcome
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DDW RSDL
M
Final Exhibition
M
FMP Approval
EVALUATION
Preparing presentation Reporting
FMP Proposal
DIRECTION 2 Ideation Concept development Realisation
V
29-4
9-15
16-22
V
23-1
2-8
9-15
16-22
23-29
30-5
6-12
13-19
RSDL
20-26
MAY 27-3
4-10
11-17
18-24
JUNE 25-31
1-7
8-14
15-21
22-28
Showcase
A
2-8
APRIL
Report
26-1
MARCH
Final Exhibition
19-25
FEBRUARY
Midterm Exhibition
12-18
Showcase
5-11
Report
4
JANUARY
29-5
6-12
A 17
LITERATURE CITED .......................................................................................................................................
Aldana, K. (2013, May 30). Press Releases: U.S.
johnsoncontrols.com/content/us/en/about/our_
Department of Transportation Releases Policy on
businesses/automotive_experience.html
Automated Vehicle Development . Retrieved from nhtsa: http://www.nhtsa.gov/About+NHTSA/Press+Releases/
The U.S. Department of Transportationâ&#x20AC;&#x2122;s National
U.S.+Department+of+Transportation+Releases+Policy+
Highway Traffic Safety Administration (NHTSA).
on+Automated+Vehicle+Development
(2013). Preliminary Statement of Policy Concerning Automated Vehicles. National Highway Traffic Safety
Johnson Controls. (2014). cooperation draft JCI Uni
Administration. Retrieved from file:///C:/Users/s105901/
Eindhoven_MH_WJ %282%29. Johnson Controls.
Downloads/Automated_Vehicles_Policy.pdf
johnsoncontrols. (2014). A GLOBAL LEADER. Retrieved from johnsoncontrols: http://www.johnsoncontrols.com/ content/us/en/about/our_company.html Johnsoncontrols. (2014). PRODUCT PORTFOLIO. Retrieved from johnsoncontrols: http://www. johnsoncontrols.com/content/us/en/products/ automotive_experience/interiors/product-portfolio.html Johnsoncontrols. (2014). SUSTAINABLE COMFORT. Retrieved from johnsoncontrols: http://www.
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