1. Process 1Brand Research 1902 to present2 Literature ResearchTechnology Trend Timelines, HCI and HMI, Ergonomic StudyDRIVE : AUTO_Medicine delivered via fruit Fully auto-piloted carsFirst unambiguous contact with Extraterrestrial life Moon base the size of a small village Robots superior to humansSmart yoghurt 123SPACEEARTHSpace elevatorVAndroid gladiatorsNUCLEARPOWERSTATIONSupercomputer as fast as a human brain Hotel in orbitUse of nuclear fusion as power sourceRobot gardeners2006201120212031320412051User Research Contextual Interview, Questionnaire, Lifestyle Study

2. Process 4Persona Generation PERSONA 1:GurubhaiDemographics: Male 48 years Married and settled with family SuratValues and Attitude: Traditional outlook Wants value for money An uncanny business sense Street-smartGurubhai a traditional businessman Gurubhai hails from a respected Gujarati business family. It was his late grandfatherwho laid the foundation of their jewelry business, when he left his native town and moved to the big industrial city of Surat. Today Gurubhai carries forward the family legacy in the form of a sprawling jewelry business. Gurubhai is not very educated but indeed he is street-smart. Hehas earned his wealth through sheer business acumen, building upon the work done by his father. He commands respect and admiration whenever he visits his ancestral town. However, all this adulation has not changed him as a person. Gurubhai still prefers to travel in his old Ambassador and wear simple suits. At core he is still very traditional and has not forgotten his roots. His home gives a glimpseinto his familys ethnic sensibilities. His wife takes a keen interest in15Conceptsdecorating the house and if you visit, you will be enamored by their hospitality. To add on Gurubhai likes being in a thick network of people. He prefers staying in thecentral business hub of the city in spite of the fact that he has property in posh areas. Gurubhai is a family man and loves his daughter Latika. He leaves no stone unturned to ensure the comfort of his family. As he says,When Latika gets married; I have promised her that wedding would all be that she has dreamt of I will gift the man of her dreams the nest car there will not be any scope of any unfullled wishes. For Gurubhai, if his prospective son in law is wealthy and from a respected family, then nothing else matters. Gurubhai has no qualms in splurging for his wife and children but wants maximum value out of the proposition. When it comes to his choice of car for gifting, he wants a wide array of features and options. If he thinks that he isgetting much more than what he is paying for, he will take it. 3. Concept Persona Need Mapping Information Needs Key Points Information Layering First Level Second Level Concept Animation 4. Persona Need Mapping Being entertained - enjoying personal music preferences - de-stressSocializing - networking at work - relaxing with friends - attending social invitesStaying connectedNever getting lost- with family, friends, colleagues - remaining accessible- locating a destination - going on drivesStaying informed Staying organized - updated with schedule - planning things- access to information anytime - contextual information 5. Information NeedsDriving-related Speed Fuel level Distance Way-nding etc.Personal Audio Phone Geo-tagging Mails Updates 6. Key Points We aimed at simplifying the dashboard in terms of form, interaction and presentation of information. An important consideration was how much information people can grasp at varying speeds. Based on this observation we made detailed information appear only at low speeds when driver overload is relatively less. We have used dynamic digital displays on the steering wheel and on the dashboard panel to minimize the space required for controls on the dashboard The on-steering display is easier to reach for the driver. Any interference with airbag is addressed by using thin-lm display technology like OLEDs or E-Ink, resulting in simpler mechanics The on-panel display displays GPS navigation system and context-specic information like call details, audio details etc. Any alert or warning related to vehicle parameters is also shown here A second set of controls mirroring the ones on steering, has been provided on the panel for the convenience of co-passenger but it would use the on-panel display. At a time either the driver or the co-passenger can access the controls 7. Information LayeringIn-vehicle environment controlPersonalized EntertainmentIntegration of communication deviceNavigation AssistanceCongure display settingsNotications from Twitter, Facebook, webmail etc. 8. First Level 9. Second Level: On-steering display Menu-based presentation of feature options 10. Second Level: On-steering display Re-arranged display for more screen area for selection. Cadillac Logo acts as Home 11. Second Level: On-steering display Selected option gets highlighted 12. Second Level: On-steering display Control options based on selection 13. Second Level: On-panel display The on-panel display is used for sat-nav and for notications like alerts, warnings, reminders etc. It gives a condensed view when the user is occupied with driving. 14. Second Level: On-panel display Details are available only when the user prompts or in an automatic manner at low speeds 15. Our special thanks to Mamta N Rao Makarand Makarand (GM Bangalore) Abhishek (GM Bangalore) Dr Ghoshal Ravishankar Dr Jignesh Achutha Rao Era Poddar Jagarity G Paul Sandeep Sangaru Nibu George Radha M 16. Thank You