From large-scale, multi-user VR to cloud streamed car configurator. Martin Rademacher & Thomas Orenz, AUDI AG
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1 From large-scale, multi-user VR to cloud streamed car configurator Martin Rademacher & Thomas Orenz, AUDI AG
2 AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Virtual Reality vs. virtual product development Innovation Customer needs Individualization Time-to-market Increasing product portfolio Virtual product development as an approach to support the product development process CAD CAM FEM VR
3 AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Product development process
4 AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Use case: Validation of look-and-feel and quality Validation of look-and-feel & quality General appearance Surfaces of individual parts Transition between two parts Design features/ contours Transition between partsurfaces
5 AUDI AG - I/VS From large-scale, multi-user VR to cloud streamed car configurator Toolset for validation of look-and-feel & quality
6 AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Evolution of our rendering methods Open GL Ambient Occlusion Global Illumination
7 AUDI AG - I/VS From large-scale, multi-user VR to cloud streamed car configurator Challenges with our toolset I don t feel present in the virtual world Missing immersion in monoscopic VR-presentation I can t naturally explore the virtual world Indirect navigation mainly performed by operator
8 AUDI AG - I/VS From large-scale, multi-user VR to cloud streamed car configurator Project: large-scale, multi-user VR Consumer HMDs at a reasonable price available Earlier studies showed the possible usage of multi-user VR Multi-user VR for evaluation of proportions and general appearance Monoscopic real-time GI visualization for detailed evaluation
9 AUDI AG I/VS System design AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Area: ~15m x ~15m 220m² Up to 5 concurrent user Infrared tracking system Unity game engine Backpack PC GTX1070 Consumer/ business HMD
10 AUDI AG I/VS AUDI AG - From large-scale, multi-user VR to cloud streamed car configurator Demo
11 AUDI AG - I/VS From large-scale, multi-user VR to cloud streamed car configurator Future work Evaluation of work task Effectiveness, efficiency, user-satisfaction What improvements are necessary? If there is a tendency towards perceived usefulness Roll Out/ System installation Adaption for processes Apply further hardware improvements
12 Cloud Streamed Car Configurator Game Engine B2C
13 See if possible to put white slide (like thank you one) with legend below Trends re:invent Challenge Next?
14 dealerships go digital the journey is online customers expect more
15 dealerships go digital the journey is online customers expect more 5.0 x 1.6 x dealership visits personalization digital stores *McKinsey, reported in the Economist
16 dealerships go digital the journey is online customers expect more 3/4 of journey Is online 92% (China) 14hrs researching 18 websites 96% Conduct online research 75% (Global) 5% 25% online search willingness to buy online online car sales *JD Power, Analog Folk, Accenture, Financial Times
17 dealerships go digital the journey is online customers expect more Give your customers an Experience, not just a Product. visualisation is a given experience is key and yet, basic experience *Inc.com, Auto News
18 Trends re:invent Challenge Next?
19 static images limited views single background limited configurations lights turned off no control
20 static animated images car freedom limited of views multiple single backgrounds limited all cars, configurations all options lights turned off on customer no control drives
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24 more to come...?
25 18,500 completed configurations in 3D vs. 15,500 in 2D >Conversion 66% more user interaction in 3D than in 2D >Interaction significant x.xxx upsell potential in 3D compare to 2D >Revenue Measured over a time period of 100 days
26 15.18% 24.94% 16.22% 15.38% 5.84% 7.27% 12.90% 8.43% Idea Enthusiasm Involvement Perceptibility Interaction Safety satisfaction purchase intent All criteria improved in 3D compare to 2D (some up to 26%)
27 Pilot running.. Pilot running.. More rollouts to come...
28 Trends re:invent Challenge Next?
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31 Low-Latency Plugin Free 5M Polygons Car All Devices All Bandwidths Different Transports
32 See if possible to put white slide (like thank you one) with legend below Trends re:invent Challenge Next?
33 pure UX
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35 pure UX personalization
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37 pure UX personalization home VR
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39 pure UX personalization home VR e-motion / driving
40 2016
41 2016
42 2016
43 2016
44 2017
45 2017
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47 2017
48 2017
49 Thank You!
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