Skills in this Project:
KeyShot Rendering
Photoshop/Illustrator
Business Model Thinking
3D Printing
IP Strategy
App Development
UX
Service Design
System Design
Designing Product to Market
The Overall Project:
This was a group project that lasted 13 weeks where our group was given the opportunity to work alongside a real-world business, to design a medical device that improves the user mobility experience for the vision impaired. This project has heavily influenced by research and development of creating a product for the end-user while incorporating future drone technology into the product. While incorporating businees model thinking in order to aim for the product that can be market-ready, in terms of IP strategy, business vision, costings, and viable technology.
The Project Team:
What is iDrone?
The product solution that was developed as an AI drone assistant, taking inspiration from drone guidance and tracking technology to be able to assist the user to and from the car. The design solution caters to the problem that visually impaired users don't know the environment around them once they leave the car and return from their destination. This task requires assistance that the user prefers not to have as it diminishes their independence. While also suiting this purpose, this design also allows them to open up a new customer base, and allows BMW to merge their desired mobility experience in technology with the want of people being more mobile.
'iDrone' Features
Real-Time Communication
Signal Lighting
Cameras & Sensors
Interchangeable Shell
Wireless Charging
App Connectivity
How It Works:
The drone innovates the current market for vision-impaired products, offering an improved user mobility experience that no other car manufacturer is currently selling on the market. BMW would be known to be the first car company to branch into this market, paving the way into a new consumer demographic. The drone accommodates the need of offering independence and assistance to and from the car, which no product that is known in the market currently offers. Making this an innovative idea that could pave the way for new technologies to enter. Offering a sophistical, aesthetically pleasing look, will attract this demographic more as they prefer innovative designs over what is currently provided to them.
BMW currently has a competitive advantage, as no other mobility companies are working toward a drone concept in the context of assisted mobility. They are also in a position to market and manufacture this drone due to their lifestyle brand and technological investments. The drone project is a logical step forward for the company, that will make significant advancements in technology and allow BMW to spearhead a more humanitarian approach to mobility.
Aesthetics:
The aesthetics of the drone cater to the commercial look of drones that are currently in the market, while also providing the BMW design language of incorporating the M Brand Vision form. The design team believed it was crucial to implement a front grill aesthetic into the drone for it to resemble a BMW creation.
Path to Market:
The initial path to market will include a BMW x DJI partnership. This will be mutually benefitial as DJI are experts in drone technology and manufacturing, yet don't have an assisted mobility drone. The goal is to develop the drone with DJI until autonomous cars are being used. This is when the drone will be deployed in the market.
This drone will look to open the door for BMW group to develop an assisted mobility department and to create other products for a wider range of users.
Where It Sits On The Car:
When the drone is not in use, it will automatically return to the its dock. The dock will be fitted onto the users autonomous vehicle by BMW when the drone is purchased. If the drone doesnt return to the dock properly, the user will be notified via the app.
The drone will be connected to the dock via electromagnets allowing for a permanent hold during drives or theft attempt.
The charging dock will be mounted through an industrial suction cup allowing for easy installation and removal.
The dock also has lighting that will allow users to easily spot their vehicle. This will be particularly useful when vision impaired users use ride sharing services and the dock light can be used as a clear identification factor.
Customization:
The BMW Vision Drone will also communicate with the user through several different lighting systems. The user can follow the main light on the back of the drone, follow a projection on the ground, or just use the lights to customize the look of the drone. Again, this can all be done through the Vision App.
The cameras that help track and navigate are primarily located on the bottom of the drone. This compartment also includes the projector. Each arm has a sensor that doesn't allow the drone to crash.
Communicating With The Drone:
The BMW Vision Drone will communicate with the user to guide them as much as possible. This will be done via haptic or audio feedback on smart watches, phones and earphones. This can all be customised on the BMW Vision App.
The Design Process
The Problem:
Currently, car companies are not factoring in the needs and wants of vision-impaired individuals into the design of their vehicles/systems, which leads to the mistake of making transportation increasingly expensive and harder for them to access. Advocates are pushing for these automotive companies to make their autonomous vehicles disability friendly, rather than produce a special vehicle for those with disabilities. This is
therefore considered a unique opportunity to improve the current mobility experience for these individuals.Independence, safety, guidance, and future technology were identified as a major aspect to target in a design opportunity as it is currently lacking in current mobility experience for the vision impaired.
The Research:
Individuals with vision impairment have been becoming increasingly impatient and frustrated with their current mobility experience, since the dawn of the modern car. These individuals believe that companies are not factoring in their needs into the design of the product/system, which leads to the mistake they say will make the cars increasingly expensive and harder for them to access. From User Experience mapping and secondary research, it was found that Vision impaired users desire a mobility experience that can positively influence their daily life,
from more than just being driven to their destination. But being provided with a system that can assist them to and from the car or to other venues, ensuring their independence and safety.
The Development:
In developing the idea further, I sketched out the idea with the team in creating an innovative product and service that will be situated in aiding the user to and from their car. For example, this can be within the context of walking to their home or waking to their destination from their vehicle.
Drawings Done By Sebastian Tan
The Prototyping:
From the concept stage, we began prototyping the form and sizing of the drone so it can be easily held when installing on the car, but also be aerodynamic to fit on top of the BMW car range. This included 3D printing the drone and the base in order to achieve the desired criteria.
The Final Design:
The BMW Vision Drone will be a breakthrough product as it is ‘new to the company’. The new tracking technology and AI system will be change to how drones are typically used. We hope as the drone develops it will become a platform product for new, better technologies to
evolve and change the product/s.
Implications
Whether autonomous vehicles and drones will be socially accepted in the near future. Releasing a new version of the drone every few years to keep up to standard with new technology.
Risks
Roll-out with DJI (whether another drone company will align with BMW). R&D funding to implement this into the market.
Opportunities
Enter into a new market for BMW mobility that no car company has delved into improved mobility is a massive need among the vision-impaired community. Offer good PR in expanding into helping users further than usual. Offering more people the BMW experience.
Business Model Canvas:
Roll Out Plan:
Long Term Roll Out
Short Term Roll Out
IP Strategy:
There will be 3 IP protections put in place to ensure BMW’s control of the product and service we have designed.
- The trademark will protect the name of the BMW Vision Drone and logo.
- The registered design (certified) will protect the shape, configuration, and ornament of the drone.
- The standard patent will protect what it does – Uses drone technology, lights, a projector, and hearing assistants assist people with Vision Impairments to and from their autonomous vehicles.
The strategy for IP protection will be as follows:
1. BMW will provide resources such as IP Lawyers, marketing consultants, patent attorney, and an accountant;
2. The application for every 3 protections will be started as soon as possible (the process will be as stated in the earlier sections);
3. A confidentiality agreement will be created and signed by the BMW groups involved and DJI (partners); and
4. Fees will be funded by BMW and an estimated minimum overall cost will be $AU7126.00 for the fees related to lodging the applications (excludes labour costs).