Hand gestures, head nods and thumbs-up signals all help to ensure drivers, pedestrians and cyclists know what each other is doing. But how will self-driving vehicles, with no human driver, communicate with those around them?
Ford has been testing one approach that uses lights to indicate what the vehicle is doing and what it will do next. It’s part of the company’s research into developing a communication interface that will help autonomous vehicles seamlessly integrate with other road users.
To ensure testing was as realistic and natural as possible, the company created the “Human Car Seat” that is installed inside a Transit Connect van. Designed to look like an autonomous vehicle, with the driver hidden in the seat, observers could more effectively gauge responses to a roof-mounted light bar that flashed white, purple and turquoise to indicate when the van was driving, about to pull forwards and giving way.
“Fundamentally, people need to trust autonomous vehicles and developing one universal visual means of communication is a key to that. Turning someone into a ‘Human Car Seat’ was one of those ideas when there was a bit of a pause and then a realisation that this was absolutely the best and most effective way of finding out what we needed to know,” said Thorsten Warwel, manager, Core Lighting, Ford of Europe.
The latest testing, which complements research already carried out in the U.S., was conducted together with Chemnitz University of Technology, in Germany. Researchers expanded the tests to check the effectiveness of two other colours, in addition to white; a rooftop location, when the U.S tests had the lights placed on the top part of the windshield; and situations with further distance, showing the lights up to 500 metres away.
It showed that 60 per cent of the 173 people surveyed after encountering the Transit Connect thought it was an autonomous vehicle. Together with the observed reactions of a further 1,600 people, turquoise – more noticeable than white and less easily confused with red than purple – emerged as the colour that was preferred. There was also a high level of acceptance and trust in the signals, providing a basis from which researchers can further develop and hone the visual language.
“Making eye contact is important – but our study showed that first and foremost road users look to see what a vehicle is doing. The next step is to look at how we might ensure the light signals can be made clearer and more intuitive to everyone,” said Dr. Matthias Beggiato, Department of Psychology, at the university, with which Ford worked on the “InMotion” project, funded with the help of €1 million from the German Ministry of Transport and Digital Infrastructure as part of the Research Programme on Automation and Connectivity in Road Transport.
“Human Car Seat” drivers, who underwent training to ensure they drove safely at all times, kept their eyes on the road through a false head rest and operated a special lever to indicate. An assistant, hidden in the back, also monitored the road ahead and ensured that the driver had a ready supply of water.
In separate tests conducted by Ford together with the automotive lighting and electronics specialist HELLA, researchers tested further locations for the lights, such as on the grille and headlamps, though no clear preference emerged.
With the goal of developing a purpose-built self-driving vehicle for deployment first in North America in 2021, Ford is working towards ensuring that people trust autonomous vehicles. Essential to this is the creation of an industry standard for communicating driving intent. The company is collaborating with several industry organisations, including the International Organisation for Standardisation and the Society of Automotive Engineers, and is calling on other automotive and technology companies to help create that standard.
Ford, in partnership with Argo AI, recently became the first company to test autonomous vehicles in Washington D.C., building on testing already underway in Detroit, Pittsburgh and Miami. In China, the company is part of the Apollo program offered by Baidu, China’s top search engine operator, and is working with them to begin testing self-driving cars on designated roads in Beijing and other Chinese cities later this year.
TikTok looks for SA talent
The fast-rising short-video platform has launched a #PickMe campaign to discover local stars.
TikTok, which claims to be the world’s leading destination for short-form videos, launches its first PickMe campaign, an effort to discover creative talents and provide a stage to express themselves in South Africa. Starting March 1, TikTok kicked off a month-long search through participants’ 15-second videos under hashtag #PickMe.
TikTok says it is committed to investing in South Africa and discovering the local talents. The PickMe campaign is supported by its local partners like Huawei, MTV Base and Digify Africa.
Local stars, including comedian and singer Lasizwe and singer Nadia Jaftha, have joined the campaign and called for users to show their talents on TikTok.
There are 5 categories of video shooting in the campaign, namely dance, acting, comedy, singing and cosmetics. Participants need to shoot a 15-second video using TikTok using #PickMe and tag @tiktok_africa to participate in the challenge. The finalists will be selected based on their video performance. The most popular and talented participants will have the chance to win prizes like Huawei Mate 20 Pro smartphones, a day at MTV Base, and a once-off-presenter opportunity and attendance at an intensive video production workshop delivered by Digify Africa.
“TikTok has definitely evolved into something that everyone loves and uses. It’s given creators a space to create more unique content and also help the creator gain a whole new kind of fan base, ” says Preven Reddy, Imbewu The Seed TV-star and Megazone radio host who is also a TikTok user.
Says TikTok video creator Mihlali Nxanga: “As a young South African working towards being in the entertainment industry, TikTok has given me the platform to grow my following tremendously. Within 6 months, my fan base has grown by a whopping 90 000, and not only from South Africa, but the whole world. For me, TikTok is not just a content platform, it is a global community.”
The campaign will wrap up on March 31. The list of the finalist will be announced in the app and on official Instagram @tiktok_southafrica. For more information, please visit the TikTok app.
Rugby fan experience transformed by digital platform
The South African Rugby Federation has embraced digitalisation as a key enabler of its strategic aspirations. It has worked with Accenture to transform fan engagement for Springbok supporters with the launch of a digital fan platform.
“Digital technology and social media have transformed how modern fans watch, support and engage with their favourite teams,” says SA Rugby CEO Jurie Roux. “To maintain our relevance amid this new market dynamic, and grow our fan base, we’ve acknowledged the vital need to digitally transform our organisation.”
Wayne Hull, managing director for Accenture Digital in Africa, says: “SA Rugby’s ambition to pivot to a more fan-centric strategy requires digital design, content, platforms and insights because modern consumers, including loyal Springbok supporters, engage predominantly via mobile digital channels and expect hyper-personalised experiences.”
Accenture Digital’s development process started with quantitative and qualitative research, which informed the user experience (UX) design guidelines and content strategy for the digital fan engagement platform.
“To know what fans want, we needed to understand the fans themselves,” says Hull. “The Accenture Digital team mined the research data and identified multiple fan ‘personas’, which all have different content consumption, platform functionality and engagement preferences.”
The platform development team focused on three critical elements to meet these requirements – the customer experience (CX), the engagement engine and cloud-based deployment.
“To deliver a memorable and engaging CX, Accenture Digital leveraged leading digital experience software,” says Hull. “The result is a fully integrated and responsive platform that creates seamless, personalised digital fan experiences across SA Rugby’s content, commerce and digital marketing initiatives in a manner that makes fans feel recognised and connected to the players and the game.”
The new platform will serve as the first point of call for any rugby fan who wants to get their data fix with exclusive statistics, analytics and insights. The platform’s content style will include more visual elements – videos and images – with more concise articles that are easier to digest, in accordance with evolving content consumption preferences on mobile screens. This will complement long-form thought leadership and insight pieces.
In addition, fans will enjoy exclusive access to player-related content, such as behind-the-scenes footage and game and training performance stats. SA Rugby will also benefit from the ability to track comments and mentions via the Sitecore analytics platform Accenture Digital implemented, to respond and engage in the conversations Springbok fans are having on social media about the game, the teams or the players.
To do this, SA Rugby required a consolidated view of the customer. However, data resided in disparate sites across ticketing providers and SA Rugby’s e-commerce and online magazine databases. This information will be consolidated into the CRM system, with multiple integration points available to leverage this data.
The CRM system’s functionality will help to reveal insights such as fan communication preferences and their likes and dislikes, which will place hyper-relevance at the core of SA Rugby’s fan experience and engagement strategy.
The final element in the platform development was cloud deployment, which allows fans to access the platform from any device that has an internet connection. The platform is hosted within the Microsoft Azure environment, which is stable, secure and fully redundant. It gives SA Rugby the flexibility to manage the platform themselves, with the option to integrate or scale additional functionality down the line.
Based on the outcome, Hull believes that Accenture Digital has successfully reimagined, built and delivered a world-class, modern and mobile-friendly digital fan platform that creates a fun, immersive and engaging experience for fans.
“It’s a major step towards helping SA Rugby realise its ambition to become a fan-centric, forward-looking and nimble organisation, and we look forward to building and developing the platform further with the team as their digital fan engagement requirements evolve,” says Hull