To redesign the near-future autonomous car with a focus on user experience and build a full-sized dashboard protoype.
Project Duration - 10 Weeks
My Focus - User experience Research,Industrial Design
Team - 16 Members
Final Deliverable - Full-Scale Interactive Prototype.
Process
We started our process by doing research then derived ideation through research to start production and prototype.
Research
We used many different methods of Research including user journey map, secondary research, popular media scan, primary research, etc.
User Journey Map
To identify the pain points of owning and driving a car for the average user, we charted a journey map that ranges from the moment the user wakes up to the moment they arrive back home. The purpose of this activity was to formulate questions for future primary research such as surveys and intercept studies. It included all the potential pain points in the relationship between the car and user. External, but equally prominent factors, such as the mobile phone was also considered.
User-Meet Up
This was a platform to test the insights gathered from all the previous secondary and primary research. Observing and recording the feedback from this gathering provided valuable areas of focus and improvements. And by inviting millennial users, we obtained valuable insights from our target demographic and applied this knowledge into the areas of focus to improve preliminary design concepts and enrich the overall design.
Stakeholder Map
We set out to organize all possible stakeholders—both direct and indirect—relevant to our design proposal. The activity aimed to produce a list of the stakeholders in the autonomous vehicle industry whilst opening our research to more considerations.
New findings led the team to realize how emotions, objects and other unexpected elements factor into possible stakeholders. The activity ended with a list of over 140 stakeholders and nurtured the secondary research plan. When paired with our research findings, it will widened the lens of who and what we are designing for.
The Stakeholder map consisted of a series of post-its and markers, a timer in hand and fast-paced music. Each participant was expected to produce as many ideas of potential stakeholders as possible for each category. This method allowed to broaden our focus and spark new areas of interest for research.
Surveys
We also sent out surveys. These helped make sense of the user’s behavior and relationships towards commuting and driving. It allowed us to understand the driving habits and pet peeves of the average user. More importantly, however, the surveys provided quantitative data that helped validate lot of our assumptions. It served to spot behaviors and areas of opportunity in the average time spent in the car. This enabled the team to formulate a design criteria tailored to relevant in-car experiences.
Interviews
In order to obtain a wider scope of insights, we turned to young professionals. We started asking questions like “What do you feel makes you car yours?” The team dispersed to meet five different users in five different locations and be inspired by their needs, their desires and their stories. Surprisingly, these intercept studies also helped motivate the team. It inspired them to hear real user stories, and identify design opportunities.
Persona and Empathy Map
When creating improved personas, we compiled our research into categories and imagined what the life of the people behind some of these insights would look like. This helped us establish a clearer picture of the kind of users we were designing for.
Field Trip and Observations
But we also had to consider what competitors were doing. Part of the research required us to look at other popular car manufacturers. This allowed us to understand car designs, from the economic and compact to luxury and even sports cars.
In total we visited 17 dealerships, interviewed more than a dozen car salesmen, talked to engineers and experts on the field and analyzed dozens of interiors, dashboards and displays.
Even though we admittedly found some great designs, we also discovered that often, many details were overlooked when it came to user experience. We took these as areas of design opportunities.
Affinity Map
For data collection and individual insights, we used the key fact method where every team member added their most important findings to a spreadsheet for future reference in activities. Then we pinned these to a board and looked for patterns of the demographics and stakeholders involved in level 3 autonomous vehicles.
The affinity map allowed us to understand the main regulations, design proposals and technologies of the autonomous car industry. And, through research on the trends and lifestyles of millennials, we considered how these could impact the automotive industry in the next three years.
Ideation
Information Architecture
When organizing our findings, we explored the architecture of possibilities in the user experience. This breakdown is not an accurate representation of our final design, but rather a glimpse into our process.
Information Architecture
When organizing our findings, we explored the architecture of possibilities in the user experience. This breakdown is not an accurate representation of our final design, but rather a glimpse into our process.
INSIGHTS
From all the research, and strategically analyzing the data, Below were the major 4 directions that were a great opportunity to explore in terms of User + Self + Car + World. Keeping in mind some major contributing factors like Saftey, User, regulations, Technology, Environment, Society, Economic aspects and environment each direction has some great features.
Final Deliverable
This video shows how a relationship is established with the User and the autonomous car. How the interaction grows with the journey.
UI Final Concepts
Prototype 1
Materials used for the first prototype were MDF and Fabric.
Prototype 2
After building the first model and realizing the limitations of the materials used, we decided 3D printing which was the absolute best method possible to create this upgraded prototype. Ultimately, it was in our best interest to find a way to get the budget necessary to use this method. Then and only then would we accomplish the desired professionalism that our clients needed for a convincing concept car.
