On April 17, the ‘New Kinetic Era·GIIS 2019 Intelligent Network Industry Innovation Summit’, which is hosted by EO AUTO, was held in Shanghai Yangtze Hotel. Top celebrities from the four fields of intelligent interaction, 5G Internet of vehicles, intelligent driving and intelligent car life discuss the new development momentum of the intelligent Internet of the automobile industry.
NIO’s President Qin Lihong delivered a speech with the theme of "emotional experience with technology" at the scene:
1. Technological and brand marketing changes bring opportunities to the automobile industry;
2. The user experience of automobile products is divided into functional experience, emotional experience, perceptible experience and imperceptible experience.
3. Intelligent interactive experience should start from the function of the physical level and upgrade to the optimization of people's emotional experience.
Transcript of Qin's speech (edited) :
Yesterday was the first day of the Automobile Shanghai, the number of new products launched at the Automobile Shanghai is not the largest this time, but new species emerge in a concentrated way. Most of the new products launched are related to new energy and intelligence.
The most profound change in the auto industry in recent years has been the combination of three technological waves: new forms of energy, new ways of interacting and the prospect of driverless cars. In fact, any one of these three technological waves is enough to profoundly change and spend the entire automobile industry.
The combination of these technological waves, coupled with changes in social communication and marketing models, has put us in the midst of a once-in-a-century historic opportunity in a huge, traditionally stable industry.
Intelligent Connected Vehicle is a very big topic when we talk about it, we think of science, supply chain and technology. Today, I would like to think about the topic related to the Intelligent Connected Vehicle from another perspective. Therefore, the topic I want to share today is "emotional technology experience".
NIO put together a thinking model for user experience since last year. From the perspective of enterprises, we often consider high-tech, cost and so on, but from the perspective of users, one is perceptible, the other is imperceptible.
For example, the electronic air suspension system equipped with NIO products can make hundreds of adjustments to the body posture every second, but this is not very perceptible to users. The example I'm going to share is NOMI from NIO, which is an interface and terminal, and the technology is perceived.
In our opinion, under the new situation, people's experience of a car includes both the car itself and the services related to the car. Recently, there has been more and more discussion on after-sales service, and it is a big topic of how to make the service fair and efficient.
At the beginning of NIO, five criteria were proposed for what is a good user experience：
The first is ‘know me’; which means you need to know the user well.
The second is ‘free port’; which is not equal to absolute freedom, but a feeling of freedom.
For example, the biggest problem of electric vehicles, the shortcoming of the challenge facing the whole industry, is range anxiety.
The third is ‘sensual pleasure’;
One more is ‘extreme ease of use’;
The last one is ‘peace of mind’; such as the sentry mode introduced by Tesla with the Internet of vehicles technology.
NOMI is an onboard artificial intelligence system, whose main work is vehicle control and onboard application. For safety reasons, we haven't opened up the functions related to driving intervention. Features currently available include in-car entertainment systems, navigation and air conditioning.
Intelligent voice interaction with people turns the car from a cold machine into a warm partner.
Since the establishment of NIO, we have been discussing what the future car should be like. First of all, I think it should be a mobile living space. When autonomous driving is more mature, people can save time in the car. We hope to integrate emotional temperature, high technology and travel efficiency through AI.
We've spent a lot of time working on NOMI's emojis, and so far it has more than 70 different emojis, depending on the atmosphere, temperature, etc., of the car.
In addition, NOMI, as an AI system, will continue to learn. NIO has cooperated with IFlytek to develop the underlying corpus before and gained a lot in the process. Now, the semantic recognition degree of NOMI's open functions has reached over 95%.
Emotionally, NIO turns these services based on physical facilities, together with ground manual services and cloud scheduling, into a service experience of one-click power-on and energy is secured, which not only solves the problem of power in the car but also solves the anxiety in people's consciousness. Behind the service is the company's own power cloud dispatching system.
Starting from the function of the physical level, the process of improving people's emotional experience and allowing users to complete the experience without feeling is what we have learned in building NIO's products and services as well as brand-related work.