Off-road e race 2021-03-14 13:49:03
More than ten years ago, there was a new technology whose prospective value was unanimously recognized by the world's leading TV manufacturers, and that was PIP technology (Picture-in-Picture). PIP, in short, is a technology that can include a small window in the TV screen to display another screen, so as to realize watching two different TV programs at the same time. More than ten years later, in the booming smart TV field, this technology has almost completely disappeared, and no consumers are willing to pay for it on TV .
But in the field of mobile smart terminals, PIP has ushered in a new life. In the latest Apple iOS 14 operating system, users can play videos or make video calls while using other applications. PIP has become one of the most competitive product selling points in the field of smart phones and smart tablets.
Why does the same technology produce completely different values in different places? In the final analysis , it depends on whether the company takes users as the core when making products, and whether it has pre-considered the scenarios in which users use this technology . Taking PIP as an example, in daily life, the probability that a user needs to watch a football game and a football game on the TV at the same time is extremely small. However, scenes where other tasks need to be processed in time during video calls often occur. Therefore, in the field of mobile smart terminals, the PIP technology has gradually become a very important application.
Why can't the car machine copy the mobile application?
The world economy has gone through four different stages so far: product economy, commodity economy, service economy and experience economy. The difference between the experience economy and other economies lies in the scenario-based ideas brought about by digital innovation, making users willing to consume in actual scenarios.
Many car companies will think about whether they can directly move mobile phone applications to cars when developing products. Will the user experience be better if the Internet content is installed in the car? This kind of thinking logic is based on the function as the benchmark. If you want to copy the mobile phone function into the car, the user will like it and pay the bill. In the experience economy, benchmarking with functions may not work because the scenarios are different. What the Internet pursues is to immerse users in the use space, while the basic attribute of a car is a means of transportation, and the purpose of driving is to quickly go from point A to point B. Most users will not stay in the car for more than 20 minutes after arriving at their destination. With the priority of efficiency, don’t imagine that there is a scene where users can stay in the car and use car-machine products.
To optimize user experience under scenario thinking, we must first have in-depth insights into consumers' car use behavior, including why consumers are not willing to try a feature? Why would you like to try another feature? What kind of problems and needs consumers have under different scene touchpoints... These are all vital first-hand information.
China-US differences in technology configuration assembly rate and user experience
The annual JD Power Automotive Technology Configuration Experience Research (TXI) collects and counts the original high-tech configurations in listed vehicles, as well as those configuration requirements that are not too high in assembly rate but are highly voiced by users. User feedback is a yardstick to measure the effectiveness of automotive technology innovation. It can tell car companies which configurations they like and which configurations they dislike. These feedbacks provide a very important yardstick for future product development of car brands-what kind of investment. It is the most effective and the rate of return is the highest.
From the perspective of user feedback, in the entire Chinese market, the penetration rate of the advanced intelligent network configuration of luxury brands is relatively high, and the assembly rate of the automatic driving function-related configuration is far ahead. At the same time, new energy vehicles have more abundant configurations than traditional mainstream brand fuel vehicles.
Penetration rate of advanced configuration of intelligent network in China market, source: JD Power (Jundi)
In addition, for many multinational automobile brands, geographical differences are also an important factor affecting the assembly rate of advanced configurations. Because the interaction between intelligent network and users is very strong, and this "strong" is closely related to the culture and habits of different countries. For example, the penetration rate of reversing lateral warning in the North American car market is very high, but Chinese consumers have almost no demand for this because of different driving habits. Chinese people are accustomed to reversing and entering the warehouse, while American consumers are accustomed to driving into the parking space frontally, and the rear of the car comes out first. In this scenario, consumers' demand for reversing lateral warning configuration naturally becomes higher.
Chinese users use more cutting-edge technology configurations than American users. Notable ones include: "remote parking", "digital key", "car-link virtual assistant", "driver monitoring" and "reversing emergency braking."
There are relatively large technological configuration experience differences in the Chinese and American markets related to localized usage scenarios, source: JD Power (Jundi)
Enlightenment from the voice of users to car companies
TXI's research and findings have the following three implications for the investment in high-tech configuration of auto companies:
1. The prerequisite for advanced technology configuration to be useful is to learn to use it first
If you want users to use the new configuration, the premise is to teach users to use it. In reality, the strategy of corporate executives is often downgraded in 4S stores, and dealers don't know how to introduce Intelligent Networking. The advanced technology configuration invested in the early stage of R&D cannot be valued if it lacks demonstration and training for users in the product sales stage.
The prerequisite for the advanced technology configuration to be useful is to learn to use it first, source: JD Power (Jundi)
Considering the complexity of these technology configurations and their impact on safety, manufacturers need to be aware of the importance of training dealers in this regard, and invest more in user communication and market cultivation. At present, the areas where manufacturers can make a difference have not fully played their roles, such as websites, user-friendly manuals and APPs, and even third parties are also efficient channels that manufacturers can make good use of.
The dealer's service at the time of sale/delivery is the best time for users to learn these technological configurations. But not all technologies are equally important to users, and dealers need to take into account service efficiency (sales satisfaction), take the initiative to learn the user's points of interest, and then customized presentations and explanations are more effective strategies.
2. Product features strengthen user considerations at the design level
Users often report that certain configurations are completely unnecessary in actual usage scenarios. In many cases, it is not really unnecessary, but because the product function design makes it impossible for users to use it. For example, most luxury car users report that the door opening warning system is useless. When we walked into the car to experience the user’s perspective, we found that it is not that the user does not need this feature, but the product design has a problem. The indicator light next to the door handle will only light up when the user opens the door. The design is difficult to be noticed by users in daily use.
In addition, practicality is also a problem that needs to be solved, that is, whether this configuration/function has a high-frequency usage scenario that can be implemented. The main reason why consumers do not use some technological configurations is that they are "not needed at all", which means that many technological configurations are currently just gimmicks in the minds of consumers and cannot solve the real pain points of users in the actual scene.
If there is no in-depth insight into the actual scene requirements of the user's car, some advanced technology configurations can only solve the pseudo-needs on the surface and cause the user's usage rate to be low.
The reason why the technology configuration is not used, source: JD Power (Jundi)
3. The willingness to re-assemble is related to safety and lazy thinking
Seven of the top ten cutting-edge technology configurations with the highest assembly intentions are driver assistance/autonomous driving, and they are all related to safety.
The most interesting one is the "manufacturer original driving recorder". Although this type of product has been deeply developed by a third party, it still leaves a lot of market space for manufacturers in consideration of users' requirements for precise matching and aesthetics of the product.
Users are "lazy minds", and there is an intelligent voice assistant that can work harder than others. "Vehicle intelligent voice assistant" is the infotainment and car networking configuration that users are most interested in, but users' expectations for voice assistants are more humane and warmer.
Intention to re-assemble the previous technology configuration, source: JD Power (Jundi)
In the digital age, everyone is discussing how software will change the car? But often because of "being only in this mountain", a satisfactory answer is not obtained. Because many times when hardware manufacturing is the starting point, people don't quite understand how software empowers hardware. In fact, everything is still centered on users. Technological innovation will definitely bring new user experience, but user experience is not only about technological innovation, it must have scene-based perceived value. When the user's use of the product is combined with the life scenes around him, the needs are met. When users get the perceived value, they will naturally consume content and services, forming a virtuous closed loop .
The author of this article Lin Pei is the director of digital user experience for JD Power's automotive products in China. If you want to know more about JD Power's automotive digital experience solutions, please contact: [email protected]