From large-scale, multi-user VR to cloud streamed car configurator - - PowerPoint PPT Presentation
From large-scale, multi-user VR to cloud streamed car configurator Martin Rademacher & Thomas Orenz, AUDI AG AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Virtual Reality vs. virtual product
Martin Rademacher & Thomas Orenz, AUDI AG
From large-scale, multi-user VR to cloud streamed car configurator
AUDI AG I/VS
Virtual Reality vs. virtual product development
AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator
Virtual product development as an approach to support the product development process
Innovation Customer needs Individualization CAD CAM FEM VR Time-to-market Increasing product portfolio
AUDI AG I/VS
Product development process
AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator
www.audi-mediacenter.com www.audi-mediacenter.com www.audi-mediacenter.com
AUDI AG I/VS
Use case: Validation of look-and-feel and quality
AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator
Validation of look-and-feel & quality General appearance Surfaces of individual parts Transition between two parts Design features/ contours Transition between part- surfaces
AUDI AG I/VS
Toolset for validation of look-and-feel & quality
AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator
www.barco.com
AUDI AG I/VS
Evolution of our rendering methods
AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator
Ambient Occlusion Global Illumination Open GL
AUDI AG I/VS
Challenges with our toolset
AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator
“I don’t feel present in the virtual world” – Missing immersion in monoscopicVR-presentation “I can’t naturally explore the virtual world” – Indirect navigation – mainly performed by operator
AUDI AG I/VS
Project: large-scale, multi-user VR
AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator
Consumer HMDs at a reasonable price available Earlier studies showed the possible usage
Multi-user VR for evaluation of proportions and general appearance Monoscopic real-time GI visualization for detailed evaluation
AUDI AG I/VS
System design
AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator
Infrared tracking system Backpack PC – GTX1070 Consumer/ business HMD
› Area: ~15m x ~15m 220m² › Up to 5 concurrent user
Unity game engine
AUDI AG I/VS
AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator
AUDI AG I/VS
Future work
AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator
› Evaluation of work task › Effectiveness, efficiency, user-satisfaction › What improvements are necessary? › If there is a tendency towards perceived usefulness › Roll Out/ System installation › Adaption for processes › Apply further hardware improvements
Game Engine B2C
Cloud Streamed Car Configurator
See if possible to put white slide (like thank you one) with legend below
dealerships go digital the journey is online customers expect more
*McKinsey, reported in the Economist
5.0 x 1.6 x
dealership visits personalization digital stores
dealerships go digital the journey is online customers expect more
96%
Conduct online research
3/4 of journey Is
14hrs
researching
75%
(Global)
92%
(China)
5%
25%
willingness to buy online
18
websites
dealerships go digital the journey is online customers expect more
*JD Power, Analog Folk, Accenture, Financial Times
visualisation is a given …and yet, basic experience experience is key
Give your customers an Experience, not just a Product.
dealerships go digital the journey is online customers expect more
*Inc.com, Auto News
static images limited views single background limited configurations lights turned off no control
limited configurations static images limited views single background lights turned off no control animated car freedom of views multiple backgrounds lights turned on customer drives all cars, all options
more to come . . .
18,500 completed configurations in 3D vs. 15,500 in 2D >Conversion 66% more user interaction in 3D than in 2D >Interaction significant x.xxx € upsell “potential” in 3D compare to 2D >Revenue
Measured over a time period of 100 days…
Idea Perceptibility Enthusiasm Interaction Involvement Safety satisfaction purchase intent 15.18% 24.94% 16.22% 15.38% 7.27% 12.90% 8.43% 5.84%
All criteria improved in 3D compare to 2D (some up to 26%)…
More rollouts to come . . .
Pilot running . . Pilot running . .
Low-Latency Plugin Free 5M Polygons Car All Devices All Bandwidths Different Transports
See if possible to put white slide (like thank you one) with legend below
pure UX
pure UX personalization
pure UX personalization home VR
pure UX personalization home VR e-motion / driving
2016
2016
2016
2016
2017
2017
2017
2017
2017
Thank You!