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Introduction
At Seymourpowell, we've had the privilege of partnering with ServiceNow, a leading SaaS company renowned for its cloud-based ITSM services, since 2019. Through our integrated, holistic design approach, we've significantly contributed to ServiceNow’s expansion, supporting their multi-million dollar revenue growth. Our collaboration reached new heights at Knowledge 2024 with an generative AI-powered, immersive experience for the new RiseUp initiative.
Lean uses a modular electric architecture to help drivers understand the limits of their vehicles, unlocking new, thrilling driving experiences through advanced assistive driving aids.
Challenge
Autonomous and electric technology threatens to create a new era of vehicles that are difficult to distinguish from one another and lack ‘soul’. As part of our Future of Mobility series, we designed, in collaboration with Top Gear journalist, Stephen Dobbie, a new approach to electric vehicle manufacturing which allows for personalised, sustainable car design through the use of virtual reality.
Insights
Lean demonstrates how the simplicity of the modular electric vehicle (EV) architecture, coupled with advancements in virtual reality technology and manufacturing techniques, can lead to a new way of designing and building cars which is not only sustainable, but also desirable.
Mirroring the mass platform-sharing used by some of the biggest car groups, Lean cars are underpinned by an electric skateboard chassis, upon which different interior layouts and body shells can be applied and 3D-printed with no delay to manufacturing time. Batteries can be moved around to mimic front or mid-engine layouts, whilst crash testing can take place virtually and suspension setups by algorithm.
These factors will be the catalyst for a new era of coach-building, predicted to redefine vehicle aesthetics and driving experience. In a future where the automotive industry is defined by electrification and autonomy, agile, fast-moving companies will be those who leverage technology to create product desirability through craft and bespoke driving experiences.
The future of car ownership needs to be both sustainable and agile to meet society’s changing relationship with vehicle ownership. Lean is about laying the foundations for manufacturers and car owners who care about the planet and who also have a passion for driving. We’re digitising and democratising both the build process and the ideas around car ownership more broadly, thinking about how people will interact with driving in the future.
This single seat, driver-focused, lightweight sports car concept predicts how the simplification of electric architecture will enable the rebirth of coach building for the autonomous age, helping smaller-scale, eclectic manufacturers create truly bespoke vehicles which will help us redefine our relationship with the car.
Insights
A return to coach building will allow individuals to determine how their vehicle will look, but modular electric architecture will also enable them to determine how their car feels to drive.
Rather than autonomy resulting in a more sterile driving experiences, Lean harnesses the technology to help drivers understand the limits of their vehicles, unlocking new, thrilling driving experiences on the road and on the track through advanced assistive driving aids.
Our Approach
Concept and Design
Inspired by the potential of generative AI and the global intrigue surrounding this technology, we created an immersive experience that blended hardware and software. The experience was designed to help visitors envision their future careers through a curated, interactive journey.
Immersive Experience
Visitors engaged with a bespoke hardware interface, participating in a diagnostic test that drew inspiration from learning type assessments. This quiz asked a series of interpersonal questions about their ambitions, learning characteristics, and aptitudes. Leveraging these insights, the AI generated an archetype using smart prompts. This process culminated in the creation of unique visual avatars that were then displayed large digital animated video walls.
Spatial Design
The RiseUp immersive experience was meticulously integrated within the broader context of the Knowledge 24 event, spanning across six interconnected areas. Our design ensured that the RiseUp zone complemented neighbouring spaces, maintaining a cohesive narrative throughout the exhibition. The central 'haven' space, surrounded by digital video walls displaying the avatars, provided a bright, optimistic, and inviting atmosphere amidst the bustling expo floor.
Visual and Interactive Elements
The interactive experience was enhanced by a bespoke controller with tactile controls, making AI more accessible and empowering users to take control of their future career. The overarching goal was to demystify AI, rendering it tangible and approachable. By providing hands-on experiences, we sought to educate and inspire curiosity about AI’s applications, helping visitors comprehend its potential impact on their future path in the work environment.
Totemic Takeaway
Each visitor received a printed version of their avatar. This personalised memento served as a reminder of their engagement with the RiseUp experience and their unique learning archetype. The takeaway was not only a keep sake but also a conversation starter, encouraging further discussion and interest in the RiseUp program long after the event.
How would you drive if you knew you couldn’t crash?
Outcome
This single seat, driver-focused, lightweight sports car concept predicts how the simplification of electric architecture will enable the rebirth of coach building for the autonomous age, helping smaller-scale, eclectic manufacturers create truly bespoke vehicles which will help us redefine our relationship with the car.
