Voice interaction is slowly making its debut in the automotive industry as it helps minimise the drivers ‘eyes-off-the-road’ time. With the TU Delft, I helped BMW explore this topic and conducted the user research for their personal assistant. An intelligent, digital character that responds to the prompt “Hey BMW”.

Deliverables
UX Research
Voice Interface

Client
BMW Group, Munich

Thanks to
Nora Broy (BMW)
Sigrid van Veen (BMW)
Suzanne Hiemstra
Peter Vink

Research

We started the project with benchmark research in which we tested several existing voice assistants. Together with the results of an online survey⁠—in which more than 250 BMW drivers indicated their preferences⁠—we were able to determine the basic key qualities of the new personal assistant.

Research

We started the project with benchmark research in which we tested several existing voice assistants. Together with the results of an online survey⁠—in which more than 250 BMW drivers indicated their preferences⁠—we were able to determine the basic key qualities of the new personal assistant.

Research

We started the project with benchmark research in which we tested several existing voice assistants. Together with the results of an online survey⁠—in which more than 250 BMW drivers indicated their preferences⁠—we were able to determine the basic key qualities of the new personal assistant.

Research

We started the project with benchmark research in which we tested several existing voice assistants. Together with the results of an online survey⁠—in which more than 250 BMW drivers indicated their preferences⁠—we were able to determine the basic key qualities of the new personal assistant.

Research

We started the project with benchmark research in which we tested several existing voice assistants. Together with the results of an online survey⁠—in which more than 250 BMW drivers indicated their preferences⁠—we were able to determine the basic key qualities of the new personal assistant.

User testing

We used fast prototyping with Arduino and 3D printing to quickly transform the key qualities into initial ideas. These prototypes were then integrated into our mock-up car and were evaluated during ten user tests focussed on light- and voice interaction. The PrEmo research tool that was used during the user tests, allowed us to measure the emotions of the participants.

User testing

We used fast prototyping with Arduino and 3D printing to quickly transform the key qualities into initial ideas. These prototypes were then integrated into our mock-up car and were evaluated during ten user tests focussed on light- and voice interaction. The PrEmo research tool that was used during the user tests, allowed us to measure the emotions of the participants.

User testing

We used fast prototyping with Arduino and 3D printing to quickly transform the key qualities into initial ideas. These prototypes were then integrated into our mock-up car and were evaluated during ten user tests focussed on light- and voice interaction. The PrEmo research tool that was used during the user tests, allowed us to measure the emotions of the participants.

User testing

We used fast prototyping with Arduino and 3D printing to quickly transform the key qualities into initial ideas. These prototypes were then integrated into our mock-up car and were evaluated during ten user tests focussed on light- and voice interaction. The PrEmo research tool that was used during the user tests, allowed us to measure the emotions of the participants.

User testing

We used fast prototyping with Arduino and 3D printing to quickly transform the key qualities into initial ideas. These prototypes were then integrated into our mock-up car and were evaluated during ten user tests focussed on light- and voice interaction. The PrEmo research tool that was used during the user tests, allowed us to measure the emotions of the participants.

Insights

The user tests showed that the use of light in the prototype made the interaction with the system easier to understand and even evoked feelings of pride and fascination. To make sure all colours were linked to positive feelings (and not feelings of danger/fear) the red LED light was changed into a warmer shade of orange.

Insights

The user tests showed that the use of light in the prototype made the interaction with the system easier to understand and even evoked feelings of pride and fascination. To make sure all colours were linked to positive feelings (and not feelings of danger/fear) the red LED light was changed into a warmer shade of orange.

Insights

The user tests showed that the use of light in the prototype made the interaction with the system easier to understand and even evoked feelings of pride and fascination. To make sure all colours were linked to positive feelings (and not feelings of danger/fear) the red LED light was changed into a warmer shade of orange.

Insights

The user tests showed that the use of light in the prototype made the interaction with the system easier to understand and even evoked feelings of pride and fascination. To make sure all colours were linked to positive feelings (and not feelings of danger/fear) the red LED light was changed into a warmer shade of orange.

Insights

The user tests showed that the use of light in the prototype made the interaction with the system easier to understand and even evoked feelings of pride and fascination. To make sure all colours were linked to positive feelings (and not feelings of danger/fear) the red LED light was changed into a warmer shade of orange.

With the insights from the research, we refined the prototype and proposed three final interaction concepts for the new BMW personal assistant:

1. Personal activation

To make it possible for drivers to activate the personal assistant in a quick and easy way we decided to use "Hey BMW” as the standard activation word. By personalising their activation word—for example to “Hey Joy”—drivers can lend even greater personality to their assistant.

1. Personal activation

To make it possible for drivers to activate the personal assistant in a quick and easy way we decided to use "Hey BMW” as the standard activation word. By personalising their activation word—for example to “Hey Joy”—drivers can lend even greater personality to their assistant.

1. Personal activation

To make it possible for drivers to activate the personal assistant in a quick and easy way we decided to use "Hey BMW” as the standard activation word. By personalising their activation word—for example to “Hey Joy”—drivers can lend even greater personality to their assistant.

1. Personal activation

To make it possible for drivers to activate the personal assistant in a quick and easy way we decided to use "Hey BMW” as the standard activation word. By personalising their activation word—for example to “Hey Joy”—drivers can lend even greater personality to their assistant.

1. Personal activation

To make it possible for drivers to activate the personal assistant in a quick and easy way we decided to use "Hey BMW” as the standard activation word. By personalising their activation word—for example to “Hey Joy”—drivers can lend even greater personality to their assistant.

2. Multimodality interaction

To make the communication with the personal assistant feel as natural as possible, we decided to enable multimodality cockpit interaction. In this way, BMW drivers can use a combination of speech, gesture and eye movement to interact with their personal assistant, just as they would do in real life.

2. Multimodality interaction

To make the communication with the personal assistant feel as natural as possible, we decided to enable multimodality cockpit interaction. In this way, BMW drivers can use a combination of speech, gesture and eye movement to interact with their personal assistant, just as they would do in real life.

2. Multimodality interaction

To make the communication with the personal assistant feel as natural as possible, we decided to enable multimodality cockpit interaction. In this way, BMW drivers can use a combination of speech, gesture and eye movement to interact with their personal assistant, just as they would do in real life.

2. Multimodality interaction

To make the communication with the personal assistant feel as natural as possible, we decided to enable multimodality cockpit interaction. In this way, BMW drivers can use a combination of speech, gesture and eye movement to interact with their personal assistant, just as they would do in real life.

2. Multimodality interaction

To make the communication with the personal assistant feel as natural as possible, we decided to enable multimodality cockpit interaction. In this way, BMW drivers can use a combination of speech, gesture and eye movement to interact with their personal assistant, just as they would do in real life.

3. Pro-active adaption

To allow for a smart system that adapts to the needs of the driver, the personal assistant is able to apply learned routines in the appropriate context. For instance, “Hey BMW, I want to relax” starts a relaxation programme adjusting the light, music and temperature to the drivers' preferences.

3. Pro-active adaption

To allow for a smart system that adapts to the needs of the driver, the personal assistant is able to apply learned routines in the appropriate context. For instance, “Hey BMW, I want to relax” starts a relaxation programme adjusting the light, music and temperature to the drivers' preferences.

3. Pro-active adaption

To allow for a smart system that adapts to the needs of the driver, the personal assistant is able to apply learned routines in the appropriate context. For instance, “Hey BMW, I want to relax” starts a relaxation programme adjusting the light, music and temperature to the drivers' preferences.

3. Pro-active adaption

To allow for a smart system that adapts to the needs of the driver, the personal assistant is able to apply learned routines in the appropriate context. For instance, “Hey BMW, I want to relax” starts a relaxation programme adjusting the light, music and temperature to the drivers' preferences.

3. Pro-active adaption

To allow for a smart system that adapts to the needs of the driver, the personal assistant is able to apply learned routines in the appropriate context. For instance, “Hey BMW, I want to relax” starts a relaxation programme adjusting the light, music and temperature to the drivers' preferences.

BMW Group adopted our proposal for their personal assistant and integrated the concepts into their final system. After 2 years of end-development, the Intelligent Personal Assistant is now available in 23 languages and markets worldwide.

“The BMW Intelligent Personal Assistant will take you onto a journey into a new era of intelligent multi-modal digital experiences.”

Dieter May - Vice president BMW

“The BMW Intelligent Personal Assistant will take you onto a journey into a new era of intelligent multi-modal digital experiences.”

Dieter May - Vice president BMW

“The BMW Intelligent Personal Assistant will take you onto a journey into a new era of intelligent multi-modal digital experiences.”

Dieter May - Vice president BMW

“The BMW Intelligent Personal Assistant will take you onto a journey into a new era of intelligent multi-modal digital experiences.”

Dieter May - Vice president BMW

“The BMW Intelligent Personal Assistant will take you onto a journey into a new era of intelligent multi-modal digital experiences.”

Dieter May - Vice president BMW

With the insights from the research, we refined the prototype and proposed three final interaction concepts for the new BMW personal assistant:

BMW Group adopted our proposal for their personal assistant and integrated the concepts into their final system. After 2 years of end-development, the Intelligent Personal Assistant is now available in 23 languages and markets worldwide. ﻿

BMW Group adopted our proposal for their personal assistant and integrated the concepts into their final system. After 2 years of end-development, the Intelligent Personal Assistant is now available in 23 languages and markets worldwide.