Olaf Preissner is a seasoned expert in the field of user experience design. In his role as the Vice President of UX Design at Luxoft Automotive, Olaf is leading most complex interdisciplinary user experience design projects in automotive. Olaf is responsible for developing and driving User Experience Design portfolio of solutions and services that enables automakers and their suppliers to introduce advanced in-vehicle infotainment to vehicles, today. This includes user experience and user interfaces for vehicle head units, instrument clusters, head-up displays and mobility services. In addition, Olaf oversees global key user experience design projects and delivery locations, including China. Speech Overview: With the advances in autonomous and shared vehicles driving the mobility revolution, automakers are looking for new ways to integrate consumers’ personalized digital lifestyles into the driving experience. An integrated customer experience is essential for the future of mobility. At home, consumers expect their digital experiences to be simple, convenient and accessible at any time across a range of devices. Increasingly, consumers also demand access to their favorite content and services, in the vehicle and on the go. What was historically a set of siloed user experiences, in the car, at the dealer, at the bank, in the taxi, will merge into an integrated customer experience for mobility services. This new customer experience will be defined by Autonomy, AI and 5G connectivity – with the vehicle becoming an intelligent space, just like the living room. We will discuss and demonstrate how all consumers’ mobility needs can be seamlessly integrated with their personal digital lifestyle and a revolutionary digital, consumer-grade in-vehicle experience.

1. IT Arena 2020
Transporting Your Living Room
to the Car

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MBUX
Mercedes-Benz User Experience

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MBUX
Mercedes-Benz User Experience

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ReachNow
Mobility Experience

11. Historical Today Future
MAAS ECOSYSTEM &
SERVICES
PRIVATE CAR
VOLUMES
CAR-SHARE & CAR-
POOL VOLUMES
PRIVATE CAR ECOSYSTEM &
SERVICES
Digital Platform Needs

12. Digital Disruption

13. Ecosystem for Apps & Services for MAAS

14. An Integrated Customer Experience
is Essential for the Future of Mobility
Access Over Ownership Driving The Mobility Landscape An Integrated Consumer Grade Digital Experience
Car-as-a-Service (CaaS)
A Platform For Innovation And New
Business Models
Home
TV/Tablet/Smartphone
In-Vehicle
Infotainment
On-the-Go
Smartphone
Integrated Connected Services
Throughout The
Vehicle Journey
Historical Today Future
MAAS
Ecosystem
& Services
Traditional
Private Car
Usage
Private Car
Ecosystem
& Services
Car-Share &
Car-Pool Usage

19. Transporting your Living Room to the Car

20. Transporting your Living Room to the Car

21. Audi ai:me
VW Sedric
Mercedes F015
Volvo 360c

23. webOS currently
drives over 60
million smart TVs
across the globe
and has established
amazing content &
app partnerships -
we are ready to
power and innovate
new evolving
verticals
HALO Concept

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• Comes with an eco-system of intelligent services and content from the market leaders that are
essential parts of consumers personal digital lifestyles’.
• Allows you to retain all direct key content and services relationships
• An enabling ecosystem for new business models and partnerships
• Consumer-grade experience all the way into the car
Connected Video Streaming Services

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Seamless & instant personalization via user
profiles and pre-installed apps.

26. webOS currently
drives over 60
million smart TVs
across the globe
and has established
amazing content &
app partnerships -
we are ready to
power and innovate
new evolving
verticals
26
• Ecosystem or "logged-in" passenger
• consumption of individual entertainment
• individual and private journey information
• Individual service- and subscription interaction
• Guest passenger
• entertainment and services offered by the mobility
services provider
• next stop journey information
CABIN ROLES
Ecosystem or "logged-in" passenger

27. webOS currently
drives over 60
million smart TVs
across the globe
and has established
amazing content &
app partnerships -
we are ready to
power and innovate
new evolving
verticals
27
• consumption of entertainment
• communication
• social networking
• journey information
• navigation and POI support for the Driver
• individual climate
• connectivity and service/app interaction
CABIN ROLES
2nd and 3d row passengers

28. Sharing of playlists and vehicle
HW integration (for example,
surround sound).
Party-mode speakers

29. Contextual LBS such as
‘UberEats’ style ordering
Coffee for destination

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Driver needs:
● Confirm passenger arrival and exit
● Global rear camera and internal cameras for
safety monitoring
● View of the whole journey, conditions, and
what’s coming up next
Use-cases
Monitoring and status
Passenger needs:
● Immediate exit
● Emergency health services
● Concierge service and tech support
● Eye tracking to power save if someone falls
asleep
● Sleep mode
Various and evolving needs of both driver (even at AD Levels 3 and 4) will drive UX such as:

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A ‘global’ display for all passengers could provide general and contextual information/data such as:
● Next stop
● POIs, local sights, etc.
● Location/context-aware deals/ads, etc.
● Augmented reality, front camera views, etc.
● Augmented navigation and "journey/flight tracker" with traffic conditions, etc.
● Weather
● Advertising (triggers spec for 4k display)
Use-cases
General cabin display(s)

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New and engaging UX will evolve from ride-pool scenarios such as the following:
• Notifications/request drop-off/emergency/screen flash next stop/etc
• Accessories pairing (like BT headset)
• Show personalized route states
• Sleep mode - prompt near destination, etc - use haptics…etc
• Seat to seat messaging
Use-cases
Envolving ride-pooling needs

34. Q & A