IIDC Online Workshop on "Future Vision and Service Experience of the Automotive Metaverse"
From December 10th to December 11th, 2022, the Information and Interaction Design Professional Committee (IIDC) of the China Industrial Design Association held the 8th IIDC Annual Conference and Nanjing International Innovation Design and Education Forum. During the conference, the committee also held a workshop on "Future Vision and Service Experience of the Automotive Metaverse" for students. The workshop is jointly organized by the Special Committee, the School of Design, Art and Media at Nanjing University of Technology, the School of Home and Industrial Design at Nanjing Forestry University, the School of Urban Construction and Design at Taizhou University of Science and Technology at Nanjing University of Technology, and the Jiangsu Industrial Design Society. It is jointly organized by Nanjing Qidi Technology Transfer Co., Ltd. and Nanjing Qidi Technology Enterprise Incubator Co., Ltd. The workshop invited 10 experts and scholars in the ecological and metaverse fields of the automotive industry, along with 32 young designers and students, to participate in online co creation.
This workshop is planned and guided by the team of Professor Fu Zhiyong from Tsinghua University. The aim is to use the concept and methods of "designing the future" to apply forward-looking tools such as design foresight, scenario planning, vision design, world construction, and speculative prototypes, to support leaders in the automotive industry to explore new trends and propose new challenges, and to support cross-border innovators to collaborate in exploring new scenarios and designing new services. In his opening speech, Teacher Fu Zhiyong expressed that in the post pandemic era where science, technology, environment, and social factors are constantly changing, the metaverse is a new direction that the "future travel" industry needs to actively embrace. This workshop aims to construct a virtual and real symbiotic value chain of "metaverse as a service" through design foresight, empowering the relevant innovative groups in the automotive industry ecosystem.
The workshop is divided into three stages. Stage one is the future vision planning of the automotive metaverse, stage two is the service experience scheme design of the automotive metaverse, and stage three is the experience evaluation and communication.
In Stage One, we invited professionals from automotive strategy and management to participate in a roundtable discussion for co creation. From the perspectives of production, experience, and brand, we scanned the trends of the future travel industry, extracted key driving forces, searched for opportunities in the field, and conducted experience evaluations of the achievable expectations of these opportunities in the near and far future. Ultimately, we achieved the goal of "Production: A Data Empowered Full Chain Ecological System for Production and Marketing" Future visions such as "Marketing+Experience: A Space for Experience Gain and Coexistence of Thousand People, Thousand Faces, and Digital Twins" and "Experience: WYSIWYG Intelligent Driving Connection and Virtual Travel" have become theme challenges facing Stage 2.
Recruiting young designers and student teams in Stage 2, starting from the challenge proposition produced in Stage 1, revolves around the internal logic from forecasting to backcasting, and empowers the product service design of the metaverse through future evidence libraries and domain case libraries. Through a 5-hour online collaboration session, a total of 32 students further promoted the completion of the product and service design strategy for Stage 2 of this workshop, generating 5 challenging propositions in Stage 1. They produced "gamified extracurricular learning based on hybrid collaboration", "AI home assistant", "dynamic scene based stress reduction", "virtual image reconstruction beneficial to education", "edge world", "Jarvis in car", "spatiotemporal pet travel", and more Exciting service strategies such as "transparent delivery".
Stage three involves interaction and exchange between industry experts and students, reporting on achievements and conducting interactive discussions, and evaluating outstanding achievements based on matching and creativity. Through excellent defense and expert comments, Yang Bingxin (Tianjin University), Feng Jing (Beijing Institute of Printing), Hu Ting (Nanjing Forestry University), and Zhang Xuechen (Nanjing Forestry University) from the G10 group ultimately won the first prize of the team in this workshop.
