Exclusivity through Conduct

Abstract

This master thesis was executed for Mercedes-Benz; a subsidiary of Daimler AG. Its goal was to design a holistic interior concept for level 4 premium autonomous driving, aimed at:‘’Purpose-driven people, expressing confidence in their success, who reluctantly accept novelty framed by tradition’’, using a context based design approach. In the future, these people will lose their traditional means expressing authenticity and identity. They will no longer be able to achieve confirmation through a hierarchy based interaction with their cars. Additionally, expressing premium shifts from material possession to immaterial behaviour. Therefore, the following mission was stated:‘’I want people to be able to express exclusivity though conduct ,whilst being assured of their personal significance.’’In order to preserve current interaction qualities in a new context, the following analogy for the product-user relationship was described:“Like walking your German Shepherd Dog through the woods’’. During synthesis, an interaction gap was discovered. Current interior concepts aimed at level 4 autonomous diving mainly focussed on technical solutions. Situations were approached as if the customer and car were already cooperating successfully. However, in order to achieve a successful cooperation, both parties first have to trust one another. MIND introduces the artificial intelligence of the car immediately after ordering. During the time it takes to produce the car, referred to as “Transcendence”, the customer teaches MIND his preferences and character traits by allowing it to follow and observe him. MIND proves itself step by step with the assistance of augmented reality. This gradually generates a meaningful relationship between product and user and lowers the emotional threshold to accept future mobility. Feedback on progress made by MIND is communicated by the development of a unique pattern, visible on a physical manifestation of MIND.

- Premium by means of exclusivity is achieved though the developed character of MIND, which is unique and personal to every customer.
- Exclusivity through conduct is achieved by including the customer. Providing effort and being rewarded with something truly personal creates a meaningful experience.
- MIND obtains assurance by proofing its capability in a safe environment, generating confidence.
- The customer is furthermore assured by the transparency of data traffic and storage.
- Personal significance is confirmed through the reactiveness of the pattern.

- MIND is beneficial to the development process at Mercedes-Benz by providing real-time, actual data instead.
- It provides Mercedes-Benz as brand with the opportunity to manifest itself as a mobility provider without the necessity of a physical car.

MIND as a concept provides a train of thought about expressing premium through behavior rather than possession. It can serve as inspiration for smaller-scoped design briefs. It can provide the bridge between user wants and technical developments. Finally, MIND can be applied beyond ownership in shared mobility and public transport systems. Moreover, it can be applied beyond the context of mobility, positioning Mercedes-Benz as life companion rather than mobility agent.