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Tools
Figma, Miro, Adobe Creative Suite
EXPERTISE
Research
Product Design
UX/UI Design
Timeline
March 2024 - May 2024
YEAR
GM x UofM
General Motors (GM) partnered with the University of Michigan (UofM) to facilitate students' exploration and comprehension of the design of in-vehicle infotainment (IVI) systems. As part of this collaboration, we visited GM's office in Warren, MI, where we received a comprehensive design brief and gained insight into GM's IVI design process. We learned about the specific approaches taken by various GM car teams, such as those responsible for Buick, Chevrolet, and Cadillac vehicles. The given design brief :
Develop a new In-vehicle experience for the luxury car segment focusing on in-car themes.
Project Statement
Designing a luxury vehicle experience integrating advanced personalization, AI-driven features, and ergonomic design to enhance comfort, convenience, and safety.
Overview / Summary
General Motors gave us an assignment to create a cross-channel experience that integrates in-vehicle systems with a mobile app for the luxury segment. Our goal was to design features that enhance the driving experience without compromising safety. We focused on personalization, advanced technology, seamless integration, and safety, incorporating customizable themes, AI-driven voice assistants, and an ergonomic HUD to meet luxury user expectations and ensure a superior experience.
General Motors tasked us with developing a new cross-channel experience, integrating in-vehicle systems with a mobile app, for one of three predefined customer segments: mass market, performance, and luxury. We chose to focus on the luxury segment. Our goal was to design features that appeal to luxury users, including a required in-vehicle theme feature. Therefore, we formulated the following problem statement: How can we integrate advanced, personalized features into a luxury vehicle to enhance the driving experience without compromising driver safety?
Process
This category details the step-by-step approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Research
Conducted market research to identify existing scheduling challenges and user preferences. Defined target audience segments and outlined key features based on user needs and market trends.
Design & Prototyping
Collaborated with designers to create intuitive user interfaces and interactive prototypes. Iteratively refined designs based on user feedback to enhance usability and visual appeal.
Implementation
Leveraged agile development methodologies to build the scheduling app from the ground up. Prioritized feature development based on user feedback and technical feasibility. Implemented AI algorithms to analyze user behavior and optimize scheduling recommendations.
Testing & Optimization
Conducted rigorous testing across various devices and platforms to ensure compatibility and performance. Gathered user feedback through beta testing and iteratively optimized the app based on usability metrics and user satisfaction.
User research
Research Methodology
We conducted a literature review, analyzing existing research articles, reports, and publications on luxury vehicle features and user expectations.
Comfort
Personalization Luxury vehicle users place a high value on personalized comfort features. They expect customizable seating positions, climate control, and ambient lighting to create a tailored driving experience.
Supporting Evidence:
"The Future of Automotive Luxury" (Automotive World, 2023) emphasizes the increasing demand for personalized comfort features in luxury cars.
Features
Luxury car buyers highly value the integration of advanced technologies like AI-driven personal assistants, augmented reality dashboards, and gesture control systems.
High-quality audio systems, rear-seat entertainment options, and seamless connectivity with personal devices are essential for luxury vehicle owners.
Supporting Evidence:
A J.D. Power survey (2023) revealed that 68% of luxury car buyers are willing to pay extra for advanced technological features.
Convenience
Seamless Integration Luxury vehicle users prefer a seamless integration between their in-vehicle systems and mobile apps. This integration allows for remote control of vehicle functions and real-time information access.
Voice Command Reliable and responsive voice command systems are essential for hands-free control and user convenience.
Safety
Driver Assistance Systems Advanced driver assistance systems (ADAS) such as adaptive cruise control, lane-keeping assist, and collision avoidance systems are non-negotiable for luxury vehicle users.
Distraction-Free Interfaces Ensuring that advanced features do not distract the driver is crucial. Interfaces must be intuitive and minimally intrusive to maintain safety.
Comfort
Supporting Evidence:
"The Future of Automotive Luxury" (Automotive World, 2023) emphasizes the increasing demand for personalized comfort features in luxury cars.
Features
Supporting Evidence:
A J.D. Power survey (2023) revealed that 68% of luxury car buyers are willing to pay extra for advanced technological features.
Supporting Evidence:
"Luxury Car Trends 2023" (Forbes, 2023) reports that 75% of luxury vehicle owners prioritize top-tier in-car entertainment systems.
Convenience
Supporting Evidence: "Jaguar Land Rover reimagines the future of modern luxury by design" (Automotive World, 2023) highlights the significance of connected services in enhancing customer experiences.
Supporting Evidence: Competitor analysis identified Mercedes-Benz’s MBUX system as a benchmark for intuitive voice control (Automotive World, 2023).
Safety
Supporting Evidence: "Safety Features in Luxury Cars" (Consumer Reports, 2023) underscores the critical role of ADAS in maintaining high safety standards.
Supporting Evidence: A study by the National Highway Traffic Safety Administration (NHTSA) found that complex interfaces increase the risk of driver distraction by 35%.
Summary of Key Insights
Luxury vehicle users prioritize four main aspects: comfort, advanced features, convenience, and safety. Personalized comfort features, advanced technology, and high-quality entertainment options enhance the luxury driving experience. Seamless integration and reliable voice command systems provide convenience, while robust driver assistance systems and distraction-free interfaces ensure safety. Our design decisions, including theme customization, AI-driven personalization, and ergonomic HUD design, align with these priorities and aim to deliver a superior user experience.
User Personas
Design Considerations
NHTSA Guidelines
Luxury vehicle users prioritize four main aspects: comfort, advanced features, convenience, and safety. Personalized comfort features, advanced technology, and high-quality entertainment options enhance the luxury driving experience. Seamless integration and reliable voice command systems provide convenience, while robust driver assistance systems and distraction-free interfaces ensure safety. Our design decisions, including theme customization, AI-driven personalization, and ergonomic HUD design, align with these priorities and aim to deliver a superior user experience.
Psychology in Automotive UX
We integrated psychology concepts into our HMI design, laying the groundwork for the design phase.
Jakob’s LawThis law states that users spend most of their time on other sites, and they prefer your site to work the same as all the other sites they already know. Design considerations stemming from this principle include:Maintain consistent navigation patterns across different screens to ensure users can easily find their way around.Use commonly recognized icons and symbols for functions such as navigation, settings, and multimedia controls.Design interactions and gestures that are intuitive and resemble those used in popular smartphone apps, reducing the learning curve for users.Fitt's LawThis law states that the time to acquire a target is a function of the distance to and size of the target. Design considerations stemming from this principle include:Touch targets should be large enough for user’s to accurately select them. Touch minimum of 72dpi.Touch targets should have ample spacing between them.Touch targets should be placed in areas of an interface that allow them to be easily acquired.Hick's LawThis law states that the time it takes to make a decision increases with the number and complexity of choices. Design considerations stemming from this principle include:Reduce the number of choices, especially if time is limited. Keep in mind that introducing in-car themes gives a fresh and exciting experience but keeps the complexity of the tasks simple.Break down complex tasks into smaller, more manageable steps. For ex. Adjusting the climate control settings can be broken down into smaller, sequential steps. For example: Select temperature, then adjust fan speed and then choose airflow direction.
Information Architecture
Center Display Information Architecture
Front Display Information Architecture
Mobile Application Information Architecture
Sketches
Design Decisions & Recommendations
#Decision 1 - Theme Customization: A Journey in Personalization
We included extensive theme customization options, allowing drivers to tailor their vehicle’s aesthetic and sensory environment. Users can modify the vehicle interface colors, ambient lighting, and music, ensuring a consistent experience whether inside the vehicle or interacting remotely via the mobile app. This decision is grounded in the finding that personalization is paramount for luxury vehicle users (Automotive World, 2023).
Feature: The “Vice Theme,” inspired by the vibrant 80s aesthetic of “Miami Vice,” offers a nostalgic blend of neon colors and the iconic series’ theme song, enhancing the ambiance with corresponding lighting colors.
#Decision 2 - AI & Personalization: Enhancing Driver-Vehicle Interaction
We integrated advanced AI-driven voice assistant features to support users in navigating complex controls, responding to natural language commands, and making proactive suggestions based on context. This decision reflects the research indicating that luxury car buyers highly value advanced technology and seamless interaction with vehicle controls (Automotive World, 2023; J.D. Power, 2023).
Feature: Users can personalize voice commands and select from various AI personalities, ensuring a cohesive personality and aesthetic environment that aligns with chosen themes.
#Decision 3 - Heads-Up Display (HUD): A Paradigm of Safety and Convenience
Our HUD design focuses on the ergonomic placement of controls and the use of large, easy-to-target touchpoints, ensuring essential adjustments can be made swiftly, keeping the driver’s attention on the road. This decision addresses safety concerns, emphasizing intuitive and minimally intrusive interfaces to reduce driver distraction (Consumer Reports, 2023; NHTSA study).
Feature: The HUD provides vital information at a glance without overwhelming the driver, maintaining high safety standards and enhancing convenience.
High Fidelity Prototype
#1 - Vice Theme
#2 - Neutral Theme
Mobile App Design
Luxury vehicle users prioritize four main aspects: comfort, advanced features, convenience, and safety. Personalized comfort features, advanced technology, and high-quality entertainment options enhance the luxury driving experience. Seamless integration and reliable voice command systems provide convenience, while robust driver assistance systems and distraction-free interfaces ensure safety. Our design decisions, including theme customization, AI-driven personalization, and ergonomic HUD design, align with these priorities and aim to deliver a superior user experience.
Styleguide
Luxury vehicle users prioritize four main aspects: comfort, advanced features, convenience, and safety. Personalized comfort features, advanced technology, and high-quality entertainment options enhance the luxury driving experience. Seamless integration and reliable voice command systems provide convenience, while robust driver assistance systems and distraction-free interfaces ensure safety. Our design decisions, including theme customization, AI-driven personalization, and ergonomic HUD design, align with these priorities and aim to deliver a superior user experience.
Reflection / What we learned?
This project highlighted the critical balance between advanced technology and user safety. Our focus on personalization, seamless integration, and intuitive design resonated well with luxury users. In the future, incorporating early and continuous user feedback will be essential to ensure our designs align with user needs and expectations. Additionally, maintaining a strong emphasis on safety without compromising user experience is vital and will inform our design approach in future projects.
