A Visual Reasoning-based AR-HUD Service Design Approach for Better Driving Experience

Smart traffic or transportation, as a critical part of realizing the smart city, utilizes various smart product-service systems to support it. Among them, the augmented reality head-up display (AR-HUD) system is a typical smart driving solution, which projects vital information about driving situations with pre-defined AR graphics onto the windshield of vehicles. The AR-HUD service design attracts increasing concerns owing to its enhancement of drivers' situational awareness without glancing down at the instrument cluster. Nevertheless, current in-car AR-HUDs only stack some simple driving information from sensors, such as the driving speed. It's difficult to meet the demand of drivers since they ignore a higher level of drivers' situation awareness, i.e., driving situation prediction and recommendation of driving advice. To overcome the challenge, this paper proposes a visual reasoning-based service design approach for advancing AR-HUDs' digital servitization and better user experience. Additionally, drivers are involved in the service design development in a value co-creation manner through human-computer interaction design. With the combination of experiential driving knowledge and cognitive intelligence computing on the driving scene, the proposed novel service design approach enables AR-HUD to percept driving scenarios and infer good strategies accordingly. Finally, an illustrative example is carried out to validate the feasibility of the proposed AR-HUD service design approach.