Automotive CX Technology Solution
Leveraging Gen AI use in automotive customer experience
Project overview
The Accenture Song design team is at the forefront of innovation in the automotive industry, focusing on the integration of Next-Gen AI content into the Automotive Omnichannel Experience. This demo is intended to provide an overview of the potential use of Next-Gen content in improving the consumer experience. It is not a plug-and-play solution and it does not claim to be exhaustive.
We would present this demo to the senior-most marketing & sales leader of a company. They are better equipped to assess the strategic value of this technology for their business.
My Role
Lead experience designer
Timeline
Design & testing: 8 weeks
My role
As the Senior Visual Designer, my role was not only designing but also ensuring these designs were thoroughly documented and efficiently developed. This process required constant communication and coordination with each team member to align our efforts with project timelines and objectives. I also collaborated intensively with a diverse team comprising Accenture leadership, developers, UX teams, and the product owner.
The problem
Next-Gen Content empowers businesses to create fully customizable web content, perfectly tailored to the unique needs of each individual customer. In today's fast-paced digital landscape, traditional media production falls short due to a lack of necessary automation.
Solution
I crafted and designed a virtual ecosystem with test drives, AR experiences, and 360-degree vehicle views for the demo. Created a interactive vehicle configurators with user-friendly navigation. We used AI-powered recommendation engines to tailor product suggestions and communication for the customer buying experience.
Process
We worked with UX researchers, data scientists, developers, product teams and engineers to pinpoint touch points for new automotive technology and customer needs for content creation. This multidisciplinary approach enhances user interactions with emerging technologies in the automotive sector. By focusing on the customer journey stages, we aim to produce relevant content that meets user needs and preferences, fostering a connection between technology and users. Our commitment to integrating insights from various fields ensures our content is informative and user-centric, improving the overall customer experience.
Nikki’s car buying user journey
To humanise the storytelling and connect the dots between different Demos, we are using the loyalty loop as the navigation based on storyline around a character named Niki to foster an engaging user experience.
Execution
Through observational studies, visual developments and interactive prototypes, we collected a wealth of qualitative data. The goal was to understand the user’s journey with AI-driven intelligence to create and deliver the right assets to the right audience at the right time, boosting conversions and lead generation.
Navigation Loop
A perfect user journey is infinite, keeping customers in your ecosystem. That's why we designed the infinity loop for navigation.
Agent Assist: How to use demo
A conversational AI, embodying the brand's tone, guides Niki in customizing her car to match her style with ease through a human-like interaction.
Hyper-personalized
campaigns easily
Results & impact
75%
The analysis show
Consumers wish they could identify options that meet their needs more quickly and easily.
Faster time to market through automated asset creation.
Better conversion and lead generation through local and individual relevance plus ideal channel fit.
83%
Impact on new business
of automotive leaders believe digital services will be the key differentiating factor in the automotive industry by 2040.