汽车品牌正蓄势待发，为消费者打造全新的驾驶体验。

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打造智能联网汽车新体验

时至今日，汽车行业的创新很大程度上还是围绕着性能和安全性展开。但是，随着物联网技术的发展，汽车行业开始重视打造动态“智能联网汽车”体验。对于希望在竞争日趋激烈的汽车市场中脱颖而出的企业来说，这一趋势无疑代表着广阔的前景。但是，相伴而生的，还有新的挑战。无论是传统汽车制造商还是来自近似行业的新晋玩家，既要充分调动以人为本的设计思维和数据智能，从而打造高度个性化的服务，又要学会与多种服务提供者构成的生态系统合作，为用户打造极致体验。
 
我们在应保时捷邀请打造新一代联网汽车应用软件Porsche Connect和Offroad Precision时，坚持了以用户为中心的设计方法。我们不但简化了应用结构、引入了全新的、便于操作的用户界面，还确定了应用软件在未来的升级方向：打造独一无二的、与保时捷高档品牌形象相匹配的数字化服务，树立联网汽车应用软件的新标杆。保时捷车载软件的功能包括汽车二维影像、汽车与移动设备之间的无缝互动，这些都是全新用户体验的高光时刻。保时捷Lead UX App负责人Christoph Muehlbauer曾指出：“保时捷之所以选择frog是因为它在数字设计领域享有极高的声誉。frog可以凭借其在全球范围内的影响力在关键市场轻松开展用户测试，同时还能与frog位于德国的多元化本土设计团队开展紧密的合作。”
 
诚然，由于商业模式上的差异，与多种服务提供者构成的生态系统协同合作存在一定难度，但这终将是服务好用户的必由之路。市场上的一些先行者已经构建了战略伙伴关系：宝马搭载的ConnectedDrive能实现汽车与Alexa或谷歌智能助手的互联；奥迪全电动SUV的操作系统自带亚马逊的Alexa语音服务软件。正如frog的执行设计总监Brad Zabroski指出：“用户足迹遍布多种品牌，在日常生活中往往会同时使用多种产品。我们清楚，有时品牌只有向外延伸、与其他品牌—甚至是看起来与自身截然不同的品牌合作，才能真正打造品牌忠诚度、推动企业发展。”
 
广播公司SiriusXM深知提升用户体验的重要性，邀请了frog为其设计以用户为中心、移动式的车内应用软件。为了帮助SiriusXM在竞争日趋激烈的流媒体行业准确把握市场需求，frog与<a name="_Hlk14959084"></a>SiriusXM深度合作，重新思考了移动车载平台和软件带给用户的体验。frog帮助SiriusXM完成的优化包括：实现移动、平板和电视端应用整合、语音导航、基于数据分析的平台内无缝智能推荐。这一项目帮助SiriusXM实现供应商关系最优化、在2017年消费电子展上赢得投资以及准确把控未来的产品路线（例如道奇2019款Ram 1500内置广播收听系统）。
 
虽然充分利用数据对打造个性化产品和服务至关重要，但是企业应该注重用数字化手段打造信任、满足用户对透明度的要求。一些汽车品牌采取的做法是通过积分奖励和回馈机制推动互利共赢。例如，宝马与区块链初创企业DOVU合作，推出了通过里程追踪计算再销售价格、用比特币回馈车主的程序。但是，消费者只会越来越关注数据收集和使用过程中的隐私安全问题。在新技术的持续冲击下，汽车行业不断转型升级，竞争格局发生了深刻的变化。未来，在打造愉悦、简便的驾驶体验的同时，实现充分的透明度是打造互联汽车解决方案的关键。

frog

frog is a global design and innovation firm. We transform businesses at scale by creating systems of brand, product and service that deliver a distinctly better experience. We strive to touch hearts and move markets. Our passion is to transform ideas into realities. We partner with clients to anticipate the future, evolve organizations and advance the human experience.

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Six strategies to help you stop design thinking, and start design doing


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从创新到创变（英）

Despite CEOs routinely listing innovation as one of their top priorities, many companies still struggle to activate it within their organizations.
To get out of the headspace of “innovation for innovation’s sake,” we’ve come up with six strategies for how companies can create impact by providing real value to customers, moving markets and making exceptional products real.
Download the report to learn more about:
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<li>The Rise and Fall of &#8220;Innovation&#8221;</li>
<li>Six Strategies for Impact</li>
<li>Making Impact Real</li>
</ul>

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五种策略，帮助企业主动出击，变中求胜。

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颠覆创新手册

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颠覆型品牌在各行各业快速推动着变革，从行业领导者手中抢夺市场。在与各种规模和成熟度的大小公司合作后，我们发现，许多颠覆型品牌都遵循着一套共同的客户体验策略。
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通过阅读这份报告，您将了解到这些颠覆者惯用的策略，以及他们的动机。这将帮助您在面临竞争时做出正确的回应，同时引领企业走上属于自己的颠覆创新之旅，为未来打开新的可能。
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下载《颠覆创新手册》并阅读:
 
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<li>各行业中发生的颠覆性创新</li>
<li>推动企业转型的五种颠覆策略</li>
<li>如何围绕消费者关系创造价值</li>
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frog 是一家跨国设计与战略咨询公司，由传奇设计师艾斯林格于1969年创立于德国黑森林地区，曾与苹果、索尼、迪士尼、通用电气、SAP 等诸多国际知名品牌合作。如今，frog 融合品牌塑造、产品和服务设计，为客户打造卓越的用户体验，帮助企业在多变的市场环境下完成转型创新，持续为社会创造价值。

自2019年初，青蛙开始在全球范围开展 #frog50 庆祝活动。在继奥斯汀、慕尼黑、米兰、纽约之后，上海工作室于上周五也加入到了这场全球的欢庆活动中，举办了青蛙五十周年庆。

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青蛙五十周年庆：上海

为了继续庆祝青蛙50年的历史传承，我们的上海工作室举办了一场精心策划的活动，包括设计分享、产品展览、丝网印刷等。除了上海工作室特有的展览和活动外，空间还包括一个互动装置，由我们的 frog50 应用程序激活的 AR 展示墙。
技术展区是活动的一大亮点，其中展示了上海工作室的标志性产品设计作品，包括 Meizu、Yibu 以及最近的一个项目&#8212;小米破壁机。破壁机本身被放置在其原型旁边，以展示团队如何利用原型设计过程最终做出更好的产品。
工作室派对上还举行了几场由工作室创意领导层主持的分享。Chaz Lu(执行创意总监)、Genda Lin(副创意总监)和 Yuzhou Chen(高级策略师)首先讨论了如何为影响力而设计，特别是如何利用策略设计来重新激活品牌。Joyce Liu（创意副总监）和 Ryan Li（Xurface 的 CEO，frogVentures™的客户）讨论了中国的新零售机会，以及品牌如何利用创新设计来推动用户增长。最后，Brian Wen（大中华区总经理）与观众展开了一场对话，探讨了中国设计的前景，以及青蛙和 frogVentures™ 在推动未来的发展中可以发挥的作用。
随后，晚会进入了青蛙的传统项目&#8212;丝网印刷T恤。两件T恤的设计&#8212;一个是 frog 创始人肩顶青蛙的图案，一个是上海特色食品小笼包的图案。最后，在上海的月光下，来宾们与青蛙一起在屋顶享用鸡尾酒，结束了这个引人入胜的夜晚。
感谢所有前来与我们一起庆祝的人，也感谢所有让这个夜晚变得如此特别的青蛙。

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Guest Post: Introducing the Goodwill goBIN

In 2014, more San Franciscans will choose to live in apartments than houses and own bikes, not cars. We’ll recycle, compost and seek other ways to reduce landfill waste, including donating to Goodwill – even if that means taking Muni, hailing Uber, or renting a ZipCar to lug our stuff there. Cue Kermit: “It’s not easy being green.”
Now that’s about to change. SFGoodwill is launching a new initiative that will make donating textiles as convenient as dropping a bottle in a recycling bin. Designed to serve multi-unit apartment towers, the innovative Goodwill goBIN™, lets residents donate – and do good – without leaving the building. Clothing, shoes, and accessories can be dropped in anytime, eliminating the weekend trip to Goodwill.
Why textiles? On average, each American sends an astonishing 70 pounds of textiles to the dump every year. In San Francisco, that translates to 4,500 pounds of textiles entering our landfills every hour, making up 5% of the total volume of waste. The goBIN™ will help the city meet its ambitious goal of zero waste by 2020.
<h2>A bin that’s both happy and smart.</h2>
frog, the global product strategy and design firm, developed the goBIN™ design in collaboration with the SFGoodwill internal brand team. Said frog Creative Director Peter Michaelian, “We were inspired by the idea of creating a bin that added to the character of a building while providing great concierge service. The form factor is friendly, welcoming the donor with a smile, while leveraging technology that enables a seamless and simplified experience for donors and facility managers to interact with Goodwill.”

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Via the QR code on the goBIN™, donors will access an online donation tax form and learn more about how their donation is helping put local people in need back to work through SFGoodwill. A sensor inside the goBIN™ pings Goodwill for pick-up before it reaches capacity, ensuring that the bin stays tidy. An internal rolling cart system will enable Goodwill drivers to service the bin in less than 5 minutes per trip.
The SF Department of Environment helped kick-start the Goodwill goBIN™ initiative by funding an innovative partnership grant between SFGoodwill and the city’s rental property management trade association. Leveraging the association’s network of property managers, Goodwill will be placing the goBINs in select hi-rise towers this year, focusing initially on buildings of 100 units or more.
Said SFGoodwill CEO Maureen Sedonaen, “We’ll target putting a Goodwill goBIN™ in every big apartment and condo building in the city within 5 years to make donating textiles an everyday convenience. Every shirt, shoe and purse slipped into a goBIN™ will help us create job opportunities for the chronically unemployed.”
Building owners have expressed enthusiasm about offering the new amenity. “I am looking forward to getting this new bin for our residents and continuing to support the mission of Goodwill. I used to keep clothes left behind by departing residents in a storeroom until I had time to take them to Goodwill myself,” said Linda Corso, property manager of the Cathedral Hill Plaza high-rise on Gough Street. “Having the Goodwill bin on site will make life easier both for my residents and for me. It is win for all.”
More than 80% of Goodwill’s job training, job placement, and employment partnerships are funded from the sale of goods donated by generous residents of San Francisco, San Mateo and Marin counties. Putting textiles through the local loop of Goodwill keeps jobs and payroll taxes where they can do the most good for the local community.
“Convenience is the most important factor for people deciding what to do with the items they no longer need,” said SFGoodwill Director of Donations Leslie Bilbro. “Paradoxically this is why many textiles end up in landfill; historically, it’s just been easier to throw them away. Responding to today’s urban lifestyle, our goBIN™ will help people do the right thing for the environment and for their fellow residents who need a second chance in life.”
SFGoodwill intends to manufacture the patent-protected design locally using recycled materials. The social enterprise is accepting pre-orders for the free Goodwill goBINs from local building managers. Following a pilot phase, full-scale production may serve donors at other Goodwill chapters around the country.
This post has been repurposed with permission from Goodwill.

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Guest Post: Introducing the Goodwill goBIN

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