Overview

In January 2018, Volkswagen launched the Virtus, the first car in Latin America to incorporate an AI solution. This strategic move aimed to establish a connection with the new generation of digital consumers and provide a value-driven experience throughout the car's lifecycle.

Challenge

The challenge was to design and deliver a comprehensive personal assistant experience within a limited timeframe.

My Role

As Senior Designer on this project, my role involved leveraging the research and benchmark conducted by the IBM Marketing team to define the assistant's personality, specifically targeting the aspiring middle-class audience. Based on the prioritized backlog, I focused on developing and testing key interactions of the assistant, including voice interactions, visual recognition, navigation, service flows, and onboarding processes.

Discovery

During the discovery phase, our team, led by a UX Researcher from IBM, conducted extensive research and analysis to define the AI personality.

Benchmark
Brand Study
desk research
User interview
User personas
Brand persona
Moodboard
Data crossing matrix

User's research

“My choice for a new car is based on the use of new technologies that improve my children's safety”

He is finding a new car, 36 years.

“I chose my car based on maintenance. I wanted a car that gave me the reliability to drive as much as I wanted and he would not let me down. And for the price of maintenance, if it breaks down”

He changed the car a time ago, 32 years.

“When I choose a car, the first thing I look for is safety. Then, design, to only then think of performance.”

He loves cars, 32 years old.

“A car like the one I chose has the appeal that I need because it is almost a sports car, but it fits in my budget”

Waiting for the launch of a new car, 34 years.

Value proposition

I am Virtus.

I am your new best friend. Your life inside your car. Talk to him and find out.

#YourNewBestFriend #YouAccompanied

YourCarIsTalking

Personal assistant that brings contextualized
Information on climate, security and social networks
It fits your routine and understands your behavior.
Cognitive User’s guide that identifies the
Problems of your car and explains what to do.
Assistant for safety, economy, reviews, routes and entertainment.

Challenges building a predictive AI

How can I help you with your Virtus?

One of the primary objectives of implementing artificial intelligence was to provide customers with simplified access to car information, particularly by transforming the technical content of the car manual into a more user-friendly format.

Another significant challenge was developing an interaction that would enable customers to capture an image of the dashboard lights and allow the AI system to accurately identify and provide relevant information about the specific light detected.

To tackle this challenge, we conducted multiple usability tests to gain insights into users' behavior and their interaction with the tool. Based on these findings, we established the necessary conditions for the AI system to effectively interpret different dashboard lights and provide the appropriate information, considering the various light variations and possibilities present on the panel.