Originally hailing from London, Sid Odedra is Head of UI/UX Design Audi. He holds a degree in Product Design, a Masters in Design Engineering, and a PhD in Robotics (he wrote his thesis on “A novel method of sensing and classifying terrain for autonomous unmanned ground vehicles”).

He has led creative and technical teams of designers, engineers and roboticists across a range of industries including defence, entertainment, fashion, technology and of course automotive, working on a number of high-profile international projects.

When it comes to the Audi activesphere concept, although its technology may seem like a glimpse into a distant future, this advanced technology is not as far away as you might think according to Odedra.
“Many concept cars paint a vision of a future we hope to reach,” says Odedra.

“I want to show how close we actually are to this vision and bring it to life in real life. Progress through technology in Audi’s user interface design (UI) and user experience design (UX) means – we want to be at the forefront of this technology and use it to fill the experience with life, not just talk about it.”

The importance of UI/UX has increased dramatically in recent years to the point where it is considered integral to the whole vehicle design process.

Indeed it’s only the last 10 years or so of Audi’s history which goes back for than a century that UI/UX was added as a requirement in the design and development process.

“Today, we are really in a phase of transformation where UI/UX is becoming the core of the product. We all have these devices in our pockets, on our wrists. In this context, we must answer two questions – is the product useful? And – is it a good experience?

And this should also be asked of a vehicle. I really like the term that Audi has coined for its concept vehicles – experience device. The vehicle is just another part of our digital ecosystem.”

To that end, Audi’s ‘experience devices’ also need to be as intuitive and easy to use as the myriad other devices that we use so often and so effortlessly in our daily lives says Odedra.

“A vehicle should fit into our world in the same sense that all these devices do. As a purposeful, seamless companion. It should adapt to all the different requirements. You shouldn’t feel that you have to operate the car in a traditional way. It should meet you halfway, just like all devices do.”

At the heart of the Audi system in the case of the activesphere is a pair of high-performance mixed reality glasses, but while many people see these glasses as just another entertainment device, the Audi approach is quite different.

“For us, it’s about showing a new level of information in the world around us that helps us carry out our activities,” he says.

“In the Audi activesphere concept, we are demonstrating what is currently the most advanced manifestation of this technology with mixed reality – a better experience with less obvious technology in the interior. We want people to immerse themselves in the interface. The technical interface is no longer defined by frames, screens or projections. And that’s the full definition of immersion. You really are at the centre of this world. We call it Audi dimensions.

“It’s about creating an experience that knows no limits. You can access the information where and when you want.

“Contraction and expansion show the flexibility in the system. When you don’t need any information, the display can contract to a minimum. But when you need and want information, the user interface can expand and be at your fingertips. 

The Audi dimensions system shows three spatial levels, three information levels. First, the information in the cabin, which is traditionally found on the steering wheel. Then information can be projected onto the windscreen and finally, there’s a spatial field that extends from the bonnet to the surrounding area to display information about the vehicle’s environment.

If the user is driving off-road, the system can provide more information about the terrain there, showing the safest route for example or how steep the slope might be and are there any obstacles that might create a problem?

Or perhaps real-time information about weather conditions or hazard warnings. With the glasses, for example, you can also hide the vehicle’s body and see the direct interactions of a tyre with the terrain. 

That’s what Audi calls quattro vision – making the digital experience of quattro visible, beyond the drive technology.

The reality glasses will also become a device that you take with you when you leave the vehicle, just as you would your phone or smart device says Sid.

“The digital ecosystem is about being able to take your personal devices with you – whether it’s your glasses or other devices. The glasses are part of the core experience, they’re not just something you put in the glovebox.

“We think of the car and the experience device as part of the ecosystem. The experience shouldn’t stop when you leave the car.”

In order for this technology to find acceptance and become as prolific as many of the smart devices we use today is dependant on thee key things says Odedra.

“First, they must really understand the problem, second, they need to offer a great solution and third, they make it understandable to a broad audience,” he says.

“UI/UX must, of course, have an aesthetic intelligence that is typical of Audi and it has to stimulate the customers and give them confidence. I always tell my team we have to convince people with three things – confidence, comfort and convenience. And it’s a plus if you also captivate them with emotions.