Re-Mask

  • Workshop Facilitation

  • Prototyping

Goals

In response to the growing demand for innovation in the automotive industry, IBM and Volkswagen joined forces to create a disruptive solution that elevates the customer experience to a new level. Leveraging the advanced technology of IBM’s AI assistant Watson, the project aims to transform the traditional car manual into an intelligent digital assistant capable of personalized interaction with the driver.

Context

  • Develop an innovative cognitive manual providing practical guidance, vehicle operation support, and personalized tips for Volkswagen Virtus users.

  • Significantly enhance the customer experience by offering a new interaction channel through a virtual assistant.

  • Position Volkswagen as an innovation leader in the automotive industry in Latin America, pioneering the creation of a cognitive manual for end customers.

Expertise/Skills
Empathizing and defining

During the ideation phase, we applied Design Thinking methodology with a multidisciplinary team from IBM and Volkswagen. Tools such as personas, journey mapping, problem identification, and prototyping were used to define ideal solutions.

Key Problems Identified

  • Time management and balancing daily activities

  • Connectivity and phone battery issues

  • Traffic fines, vehicle rotation rules

  • Unforeseen traffic conditions like accidents and adverse weather

  • Mechanical problems and preventive maintenance

Ideation and Solutions

Proposed solutions included agenda integration, traffic and weather alerts, rotation reminders, predictive mechanical assistance, alternative route suggestions, insurer and local services integration, along with entertainment and social connectivity features.

Results

Following ideation, we proceeded to prototyping, simulating scenarios discussed during the workshop. This enabled the design team to quickly present tangible value to the client, integrating collaborative workshop outcomes and effectively aligning expectations.

Feature Categories

  • The functionalities were organized into six main categories:

  • Everyday Assistant (agenda, routes, offers)

  • Mechanical Assistant (maintenance, dealerships)

  • Driving Assistant (hazard alerts, cognitive manual)

  • Entertainment Assistant (playlists, news)

  • Social Assistant (connectivity with friends and family)

  • Shopping Assistant (supermarkets, malls, dealerships)

Launch

Volkswagen launched the Virtus — the first car in Brazil to use artificial intelligence to assist drivers — in 2018. Powered by IBM Watson technology, the car offers a cognitive manual capable of answering questions in Portuguese and Spanish via text, voice, and image.