I approached the leading luxury car manufacturer Jaguar Land Rover to work as their Lead Design Strategist in the open innovation sector. I presented to them a proposal to implement an emerging technology, Augmented Reality (AR) for Jaguars future electric vehicle (EV) range.
In early stages of a project I start by creating a clear definition of the topic area. In this instance I defined Augmented Reality as an interactive experience that combines the real world and computer-generated content.
From my research I found that “The automotive industry is constantly evolving and developing new technology to make driving a more intuitive and enjoyable experience. If current trends are any indication, AR could be the next big thing to help car manufacturers create the next generation of innovative... solutions that bring human-like perception to vehicles”.(tom tom, 2021). This therefore validated the strong potential use of the technology for the business.
I found that AR becoming more widely used in the car industry, not only to benefit the end user but also including internal processes within the design, production and servicing sectors of the automotive business.
I discovered three key benefits that AR could help improve the end-user experience:
From a business perspective I recommended four design directions that JLR could incorporate when designing AR into their infrastructure.
In Summary
AR technology capabilities are highly versatile but are not yet used on a mass scale (yet). However, arguably the automotive industry is still in early adolescence when it comes to the more in-depth use of the technology.
JLR were intrigued by my proposal to implement AR into their business and found my case study incredibly insightful and forward thinking when it came to the future of mobility.