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 development Innovation Customer needs Individualization Increasing Time-to-market product portfolio CAM Virtual product development CAD VR as an approach to support the product development process FEM
AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Product development process www.audi-mediacenter.com www.audi-mediacenter.com www.audi-mediacenter.com
AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Use case: Validation of look-and-feel and quality 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 AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Toolset for validation of look-and-feel & quality www.barco.com
AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Evolution of our rendering methods Open GL Ambient Occlusion Global Illumination
AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Challenges with our toolset “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 AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Project: large-scale, multi-user VR Consumer HMDs at a reasonable price available Earlier studies showed the possible usage of multi-user VR Multi-user VR for evaluation of proportions and general appearance Monoscopic real-time GI visualization for detailed evaluation
AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator System design › Area: ~15m x ~15m 220m² › Up to 5 concurrent user Infrared tracking system Unity game engine Backpack PC – GTX1070 Consumer/ business HMD
AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Demo
AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Future work › 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
Cloud Streamed Car Configurator Game Engine B2C
See if possible to put white slide (like thank you one) with legend below 1 2 3 4 Trends re:Invent Challenge Next?
the journey is online dealerships go digital customers expect more
the journey is online dealerships go digital customers expect more 5.0 x 1.6 x dealership visits personalization digital stores * McKinsey , reported in the Economist
the journey is online dealerships go digital customers expect more 3/4 of journey Is 92% online (China) 96% 14hrs Conduct online researching research 25% 75% 18 5% (Global) websites online search willingness to buy online online car sales *JD Power, Analog Folk, Accenture, Financial Times
the journey is online dealerships go digital customers expect more “ Give your customers an Experience, not just a ” Product. visualisation is a given experience is key …and yet, basic experience *Inc.com, Auto News
1 2 3 4 Trends re:Invent Challenge Next?
limited views static images single background no control limited configurations lights turned off
freedom of views limited views static images animated car multiple backgrounds single background customer drives no control limited configurations all cars, all options lights turned off lights turned on
more to come . . . ?
18,500 completed 66% more user significant x.xxx € configurations in interaction in 3D upsell “potential” in 3D vs. 15,500 in 2D than in 2D 3D compare to 2D >Conversion >Interaction >Revenue Measured over a time period of 100 days…
24.94% 12.90% 8.43% 15.18% 15.38% 5.84% 7.27% 16.22% Idea Enthusiasm Involvement satisfaction Interaction Perceptibility purchase intent Safety All criteria improved in 3D compare to 2D (some up to 26 %)…
Pilot running . . Pilot running . . More rollouts to come . . .
1 2 3 4 Trends re:Invent Challenge Next?
Plugin Free Low-Latency 5M Polygons Car Different Transports All Devices All Bandwidths
See if possible to put white slide (like thank you one) with legend below 1 2 3 4 Trends re:Invent Challenge Next?
pure UX
personalization pure UX
personalization pure UX home VR
personalization pure UX home VR e-motion / driving
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Thank You!
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