ABC R+D Connected cars
In 2021 and beyond how will a connected car driver interact with the ABC during their morning commute?
In about five years time, if you want to listen to a news update as you drive to work, it’s quite possible that you’ll ask Google, Siri or another virtual assistant to play it to you. If you’re running late it won’t matter because those headlines will be on demand,
and if you’re not so interested in the news that day, you might skip it and ask for something else.
We’re at the start of a period of significant change for car media experiences. The ABC has just launched its first app ready for connected cars, so it’s important to be thinking about the future. The car will continue to be a site for significant media engagement. Artificial intelligence and voice recognition technologies are bringing a new generation of hands-free, screenless audio technologies that are perfect for drivers, called conversational user interfaces (CUIs).
Ideas Lab
We ran our lab as a combination information session and ideation workshop in three parts, over 4 hours.
The Discussion – what do you know about your audience’s morning commute now?
The Download – Introducing Conversational User Interfaces in cars and how people will be able interact with content using them.
The Brainstorm – Using what we knew, we created a future commute for Liz, Dave and Panita.
Imagining experiences for future Audiences
R+D conducted a short online survey into the preferences and habits of drivers during their morning commute. From 93 responses, we created three characters to help structure our ideation. Panita, Dave and Liz. Their unique needs and behaviours give us a structure for which to create a tailored media journey for each character, and helped our content makers think about targeting them with future technology. Starting with what we know about them now, we worked together with content makers to imagine their connected car commute in 2021.
