Now that many of the imaginary mud has just about settled from the whirlwind of a visit to Munich for the launch of the Neue Klasse, and the following rush of catching up on work as soon as again in Singapore, I’ve lastly managed to take a seat myself right down to correctly compensate for the interviews we managed to bag whereas there. Whereas many of the solutions we received had been understandably toeing the corporate line, it was nonetheless insightful to listen to instantly from the people who find themselves absolutely concerned in BMW’s most formidable challenge thus far.
For our first interview (of three), it was with Stephan Durach, BMW’s Senior Vice President for UI/UX Growth. As UI/UX is one thing I work with on a day-to-day foundation as a designer, with the ability to sit down with him, was a session I totally loved. With various different journalists within the room, I attempted my greatest to place as many questions by with out hogging on a regular basis, heres the complete interview (together with questions requested by others). Apologies if its fairly lengthy.
Q: “Many house owners (myself included) are deeply passionate concerning the iDrive controller, appreciating how intuitive and handy it’s to make use of, particularly whereas driving. Now that so many capabilities are transitioning to touchscreens, what would you say to reassure these drivers and persuade them of the advantages of the brand new system?”
A: “So really, we’re not transferring all controls to the display screen. There are two views to contemplate, and possibly it’s greatest to start out with the iDrive controller itself. Once we launched the primary technology of iDrive, the controller was an important a part of our interplay idea. At the moment, touchscreens weren’t accessible available on the market, so we wanted to discover a answer for managing all of the automobile’s capabilities.
Right now, although, the panorama has utterly modified. Functions and content material are transferring towards touchscreens, and the utilization of the controller has dropped dramatically. In reality, we see many shoppers who by no means contact the iDrive controller in any respect.
On the identical time, voice management has grow to be a really robust modality. Lots of the controller’s utilization prior to now was for alphanumeric enter — trying to find an tackle, a cellphone quantity, and so forth. Now, these duties are nearly fully dealt with by speech. Buyer habits has shifted as expertise has superior, and with voice assistants changing into stronger and extra succesful, the need of the iDrive controller simply isn’t there anymore.
On high of that, our present Panoramic iDrive system nonetheless retains a very powerful capabilities instantly on the steering wheel. From the correct aspect of the wheel, you possibly can choose cellphone numbers, management leisure, and extra, all whereas protecting your eyes on the street and your palms on the wheel. The multifunction steering wheel permits drivers to handle quite a bit with out distraction.
And in terms of bodily controls, we haven’t eradicated them fully. There are nonetheless important tactile components like a quantity knob, mirror controls, and some mechanical buttons. We studied how usually prospects really use totally different capabilities, and primarily based on that information, we made the adjustments we felt made sense.
Lastly, if you happen to take a look at the display screen itself, its place within the automobile could be very totally different from what it was. Beforehand, design was formed by the separation of management and show. Now, the display screen is positioned a lot nearer to the driving force, making interplay extra intuitive. We’re absolutely satisfied that when your folks drive this automobile, they gained’t miss the iDrive controller in any respect.”
Q: “So as to add to that, and I hope I’m not placing this the unsuitable manner, there was some pushback from shoppers asking for extra bodily buttons to return. Do you see any change in path on this transferring ahead? Maybe having extra bodily buttons sooner or later?”
A: “You may already see that, regardless of the broader business development of eliminating as many buttons as attainable, we haven’t gone down that path. In our vehicles, there are nonetheless various mechanical management buttons for a very powerful capabilities, and I’m assured they’ll stay.
So sure, whilst you would possibly see some manufacturers going towards a “touch-only” strategy, that’s not the case with us. In case you check out our vehicles as we speak, you’ll nonetheless discover a good quantity of bodily buttons for precisely these causes.
We have now about 10 million vehicles on the street proper now, which provides us very exact perception into how persons are really utilizing the controls, what buttons they press, how usually, and in what conditions. Based mostly on that information, we’ve made selections about which capabilities belong on touchscreens, which work greatest with voice, and which ought to stay bodily.
That stated, we’re at all times reevaluating. If buyer habits or expectations change, we’ll take a look at it once more. However in the meanwhile, we’re assured we’ve discovered the correct stability between digital, touchscreen, voice, and bodily controls.”
Q: “Wanting forward, is there any risk for customers to customise issues like icon sizes or textual content sizes within the system?”
A: “We already supply quantity of customisation in our merchandise, however what we’ve noticed is that prospects hardly ever make use of it. The icons and textual content are already bigger than what you’d discover on a typical smartphone, and the interface has been optimised particularly for the driving use case.
With our Panoramic iDrive, for instance, the show is designed in a manner that reduces eye pressure. I put on glasses myself, and since the digital picture distance is ready additional out, nearer to the way you view the street, it avoids the standard lodging points your eyes face when shifting between close to and much imaginative and prescient. So we’re assured that the system already meets buyer wants very successfully, particularly with the panoramic setup.”
Q: “I assume this technique shall be utilized in upcoming fashions. Are you able to clarify what sort of expertise it makes use of? I seen a 3D impact — nearly like a mirrored image.”
A: “On the core, it’s really well-known expertise, however applied in a really sensible manner. We use a matrix backlight show mounted within the dashboard, mixed with a particular reflective coating on the within of the entrance windshield. This reflection creates a digital 3D show that seems to hover, giving that three-dimensional impact you seen.
It’s totally different from wanting instantly on the show, as a result of the digital picture has a separate focus. In case you take a look at the decrease a part of the ridge discipline — the black belt space — you’ll see that the black print is commonplace in each automobile. Historically, it’s used to masks the sides of the windshield, however right here it helps improve the digital picture impact, integrating the 3D show seamlessly into the cabin.”
Q: “I’m inquisitive about its efficiency in brilliant daylight. How does the system maintain up?”
A: “We examined it extensively in brilliant daylight, and it performs exceptionally effectively — higher than most typical shows. The reason being that the show is at all times black when inactive, which minimises solar reflection. Mixed with the matrix backlight expertise, it could possibly generate a excessive stage of sunshine depth, making it straightforward to learn even on very sunny days.
Additionally, it’s value noting the coating on the entrance windshield. Many shows battle when considered by polarized sun shades, however ours works completely with them. So even with polarized lenses, the system stays absolutely readable and clear.
One of many actual benefits of this technique turns into obvious at night time. Because of the matrix backlight, when the show is black, it’s really black as a result of the sunshine is switched off. This reduces inside gentle air pollution in comparison with conventional LCDs, which emit plenty of stray gentle even when displaying black.
The reflection expertise additionally minimizes glare contained in the automobile. In low-light conditions, like twilight when the solar is low, reflections from typical shows will be distracting. However as a result of our system displays off the windshield fairly than the show itself, inside reflections are significantly lowered. In these lighting circumstances, the cabin feels a lot cleaner, and in comparison with typical pillar-to-pillar shows, the sunshine emission could be very low, creating a much more comfy expertise for the driving force.”
Q: “I seen a photograph displaying a panoramic HUD with navigation info, whereas the identical information can also be on the central display screen. How did you determine which info ought to seem on the HUD, and the place did you draw the road?”
A: “With our panoramic system, we observe a transparent hierarchy for displaying info. The central info show is the first interface for consuming detailed info or manipulating controls — for instance, transferring a map or adjusting settings.
The heads-up show, however, is concentrated on the driving force’s speedy wants. It exhibits essentially the most essential info, reminiscent of navigation prompts or pressing alerts, whereas lowering non-essential information to keep away from visible overload. Primarily, we prioritize what the driving force sees primarily based on urgency and relevance.
If sure information is already displayed on the central display screen, we keep away from redundancy on the HUD until it’s essential for speedy driving selections. As the driving force approaches a key level, like a activate the map, the panoramic system highlights the related info progressively. This strategy ensures that a very powerful info is seen on the proper time, whereas much less essential particulars stay within the background, sustaining a clear and centered driving expertise.”
Q: “First, wanting on the development of BMW’s working methods over time, what would you say are a very powerful classes the workforce discovered from creating OS and OS 9 that had been utilized to OS 10?”
A: “OS 9 was a significant step ahead, and while you evaluate it to OS X, many components of the central info show are acquainted — it was very a lot an evolutionary improvement. With OS 10, significantly in our Panoramic Imaginative and prescient, we took a extra revolutionary strategy. We’re at all times attempting to stability what customers already know with areas the place we are able to enhance the expertise. It’s not about change for the sake of change, however about significant optimization.
One other lesson from OS improvement is how we contemplate client electronics tendencies. If one thing has grow to be a typical that customers anticipate — just like the design of a music participant or media content material interface — we frequently keep it up fairly than reinventing it. This strategy ensures consistency and familiarity, which advantages the consumer expertise.
On the identical time, we give attention to optimizing how content material is displayed. As an illustration, automobile controls are usually situated within the corners, which frees up the central show for media, navigation, or app content material. We additionally prioritize flexibility, making it straightforward to combine updates rapidly, much like an app retailer, whereas sustaining the robustness required for automotive use. Primarily, it’s about balancing pace of integration, consumer familiarity, and a high-quality driving expertise.”
Q: “Coming again to the teachings you talked about with the ten million vehicles within the discipline, I’m curious: do you see variations throughout markets? Is the present design influenced extra closely by the preferences of sure areas?”
A: “That’s a query we get quite a bit, whether or not habits differs considerably throughout markets. To be trustworthy, the variations are smaller than you would possibly anticipate. There are some tendencies that emerge barely earlier in sure areas — for instance, voice assistants have been adopted extra rapidly in components of Asia as a consequence of expertise availability.
However total, the time hole between markets could be very quick, particularly in as we speak’s digital setting. Whereas a particular characteristic would possibly pop up barely earlier in a single area, world adoption occurs in a short time. So, the design of our methods is more and more formed by common utilization patterns fairly than closely by any single market’s preferences.”
Q: “Alongside the strains of the AI assistant, AI is evolving in a short time, and there at the moment are AI companions. Are there plans for the BMW AI assistant to evolve into one thing extra like a private AI companion?”
A: “Positively. There’s plenty of motion on the AI aspect, however within the automobile context, it’s essential to have safeguards. Drivers want predictable habits, you don’t need the AI to react unpredictably. That’s why we’re introducing AI area by area, beginning with particular automobile capabilities the place we are able to guarantee reliability.
On our roadmap, in Europe and Western markets, we plan to combine massive language fashions through Alexa to boost speech capabilities. In China, we’re partnering with Panda, and in Korea, we’re exploring one other world companion. The system we’ve constructed permits us to pick out the perfect native companion and even swap options by market if wanted. This flexibility ensures that our AI assistant is each dependable and tailor-made to the area whereas offering a basis for extra superior AI capabilities sooner or later.”
Q: “That is extra of a private query. I’m a bit nostalgic about older BMWs, significantly the orange instrument clusters, which Im comfortable to see make a return. Since the whole lot is now digital, is it attainable to have instrument clusters that mimic the traditional designs, like Mini has carried out with their traditional show? And what about sounds, is there a strategy to convey again iconic engine notes?”
A: “As you noticed in our displays, the system provides plenty of prospects for personalisation. Customers can select totally different colors, backgrounds, and show layouts. For instance, in Sports activities Mode, we characteristic the traditional BMW orange, the very color you’re referring to.
The interface is designed to be versatile, permitting us to create each trendy and nostalgic experiences. There are much more choices we’re engaged on, although I can’t share all the small print but. However the precept is evident: we need to give drivers the flexibility to personalise their expertise whereas preserving the long-lasting BMW character, each visually and sonically. There are a few extra issues we can’t speak about.
However as you possibly can see, theres plenty of flexibility there. So there shall be extra.”
Q: “I seen that no engine sounds had been performed throughout the presentation. Can we anticipate to listen to a few of these sounds sooner or later?”
A: “I’d ask for slightly persistence, there shall be many sporty fashions coming, and we’re ensuring they ship a really emotional expertise, together with by sound. So, relaxation assured, that is one thing we’re taking very significantly.”
Q: “Is it attainable for BMW vehicles to speak with one another to keep away from collisions? May this be applied sooner or later?”
A: “Theoretically, sure, it’s attainable, however we’re not implementing this in the meanwhile. Technically, it may very well be carried out, but it surely’s a extremely advanced activity; for instance, braking on the unsuitable second may very well be harmful.
That stated, the BMW fleet is already linked in different methods. Vehicles can share details about site visitors circumstances, reminiscent of the tip of a site visitors jam, and this information is broadcast not simply to BMW autos however to all drivers. So whereas direct collision-avoidance communication isn’t energetic but, linked options that enhance driving security and effectivity are already in operation.”
Q: “How would you say the present iDrive system is superior to previous iterations by way of driver engagement? Some readers would possibly argue that with extra visualisation and shows, it may very well be distracting.”
A: “In case you take a look at the overall market as we speak, many autos are dramatically rising show measurement, usually changing the complete dashboard with screens. That’s not the strategy we’ve taken. We fastidiously contemplate what info is most related and show it on the proper time and in the correct location.
The heads-up show, for instance, is positioned instantly within the driver’s line of sight, lowering the necessity to look down. Conventional instrument clusters are restricted by the steering wheel’s place, forcing drivers to shift focus and doubtlessly pressure their eyes. By transferring the instrument cluster barely upward and away from the steering wheel, we resolve these points and supply a clearer, extra ergonomic view.
On the identical time, we’ve lowered info overload within the central show. As an alternative of cramming many components right into a small house, we present solely essentially the most related information. The result’s a system that’s exact, environment friendly, and minimally distracting, offering the driving force with precisely what they want after they want it, whereas enhancing engagement fairly than detracting from it.”
Q: “With the Coronary heart of Pleasure on the centre of BMW’s newest expertise, had been there nonetheless limitations that prevented your workforce from implementing sure options, or had been you in a position to embody the whole lot you and your workforce needed?”
A: “Our infrastructure and structure, particularly with what we name our ‘tremendous mind,’ give us vital flexibility to construct and combine new options. This enables us to make selections about including performance, even at a late stage, both by our personal improvement or by partnering with different corporations.
For instance, in China, we’re integrating the Momenta stack into our infrastructure, demonstrating that our system is ready to accommodate new providers at any time. As a result of we deal with software program integration in-house, we are able to develop options ourselves or collaborate with companions effectively.
So in the meanwhile, I don’t see any inherent limitations. In fact, correct integration requires time to make sure safety, security, and privateness, however the system’s flexibility permits us to implement nearly something we deem priceless for the consumer expertise.”
Q: “Okay, final query from me: what are your ideas on ‘pretend’ handbook transmissions and the position of electrical autos?”
A; “I feel the way in which you phrased your query really factors to the core of the difficulty. When one thing is ‘pretend’ or synthetic, it’s instantly noticeable. One of many challenges with electrical powertrains is that they ship a lot energy so easily that it’s tough to convey the driving force’s sense of pace and engagement the way in which a handbook transmission and combustion engine can, with its tactile suggestions, gear shifts, and acoustic cues.
“That’s a difficult query. How do you convey significant suggestions to the driving force past simply what the speedometer exhibits? It comes right down to eager about sound and the general driving expertise. Present ideas available on the market are fascinating, however might really feel synthetic or ‘pretend.’ To actually interact the driving force, we want a very new interpretation, an answer that communicates energy, responsiveness, and the sensory expertise of driving in an genuine manner.”
