Study On Design And Evaluation Of Immersive Vehicle Virtual Display Based On User Experience

In the marketing,innovative content of the virtual exhibition has gradually become the important index to improve the conversion rate of online marketing.More and more automobile companies have begun to lay out the marketing of virtual reality technology.For the essence of the application of virtual reality,it mainly uses the virtual display platform to realize the information transmission,which involves all aspects.Therefore,this paper takes the virtual display system of the car as the main point.The paper guides the vehicle virtual display system design to meets the needs of users by the evaluation method of Advantage Design.It fills the void on the guidance of content of virtual reality.It provides an effective guidance for designers to make a decision and to upgrade the vehicle virtual display platform system.Firstly,in the aspect of user research,this paper integrates participatory design into user interview to clarify the basic preferences of users.Combined with Maslow's hierarchy of needs theory,this paper establishes a requirement hierarchy model of virtual display based on user experience.The significance of the standard layer of the evaluation model is determined.In order to ensure the value of this research,a vehicle virtual display system has been completed by Unity 3D,3dsmax,CorelDraw and HTC VIVE.The display system is based on the user preferences and virtual display requirements of a carmaker.Secondly,it makes clear that the evaluation of virtual display system should be considered from two aspects that are absolute advantage and relative advantage.Based on Advantage Design,this paper completed 19 indicators and 4 levels of index structure of user experience by semantic analysis,expert knowledge,brainstorming,factor analysis and entropy method.The absolute advantage evaluation of the virtual display system is established by fuzzy algorithm.On the basis of absolute advantage evaluation,the priority model diagram and five priority rules of relative advantage evaluation are established based on short board effect theory and product competition theory.Finally,the priority of the system upgrade of the virtual display is proposed by evaluating the vehicle virtual display system.This paper takes the result as a guide to upgrade the system and the user experience is quantified again.The comparison shows that,on the same content optimization,the higher priority index is better than the lower priority index in the user experience.It proves the validity of the priority model and the rules.Therefore,this method can provide effective guidance for design decision and system upgrading.