ux for connected cars

32
UX for Connected Vehicles Kevin McCullagh February 2016

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00 XXX 2014

UX for Connected Vehicles Kevin McCullagh

February 2016

We help companies work out what to do next with their products ...and why

Core message

Where’s the future value?Infotainment Driver assistanceInsurance dataVehicle health

Peak of inflated Expectations

Slope of enlightenment

Plateau of productivity

Time

Visi

bilit

y

Technology trigger

Trough of disillusionment

Source: Gartner

Hype cycle Warped lens

Valley of oblivionRavine of demise

Time

Visi

bilit

y Peak of inflated Expectations

Trough of disillusionment

Slope of enlightenment

Plateau of productivity

Technology trigger

Valley of oblivion

Technology is not inevitable

33%don’t use their head-up display

Source: Automakers Spending Billions on Technologies That Many Consumers Don’t Use, J.D. Power, August 2015

What excites us, often doesn’t convert into mass adoption

Human factor

Drivers are already facing information overload

17,000Call-outs to the UK’s AA breakdown service per month from drivers baffled by unfamiliar warning lights

Source: The AA, September 2015

Handsfree doesn’t mean safe

Reduction in reaction times

56% using a hand-held phone

46% using a hands-free phone

18% after drinking the legal limit of alcohol

Source: RAC & Transport Research Laboratory, 2008

35%said they ignored parking assist

Source: Automakers Spending Billions on Technologies That Many Consumers Don’t Use, J.D. Power, August 2015

Sociology before technology

Phone factor

Slide 16Section

Core message‘ People want the displays on the vehicle to look just like those on their phone.’ Tim Yeardon, Visteon

Source: ‘Ask the Experts, ‘ www.cardesignnews.com, August 2015

60%of Chinese consumers said they would be willing to switch car manufacturer if it offered full access to their applications, data and media

Source: McKinsey Connectivity and autonomous Driving Consumer Survey 2015

Ford is enabling third party apps through SYNC

Less UI

The answer is not more screens

#SiliconValleyDoesn’tHaveAllTheAnswers

More natural interactions

More visceral interactions

Source: Jaguar Land Rover Bike Sense. Seat shoulder taps the & rings a bicycle bell if it senses a cyclist near the car and Door handles ‘buzz’ to prevent doors being opened into the path of bikes

Contextual awareness Computers shouldn’t ask questions they should be able to work out themselves

Mixed economy

Core message

‘ Banishing the car from urban areas is becoming a common trend in many European cities.’ Jack Stewart, BBC Future news, February 2014

Richer mobility service ecosystem

New mobility modes

Multi-modal apps

Seamless payments

2003London congestion charging begins

2004ZipCar launches

1980sHigh occupancy vehicle lanes in the USA

1982Athens Ring Odd/Even system

2014London congestion nears pre-charging levels

2020Paris to ban diesel cars

2010Boris Bike scheme launched

2034Hamburg to ban cars from centre

2030 Helsinki eliminatesprivate-car ownership

2040DfT expects 25% increase in traffic since 2015

Squeeze on car use

Higher parking costs

Congestion charging

Lower speed limits

Traffic-calming measures

Stricter emission laws

No-car developments

Limited car zones

More car deterrents and alternatives

Source:

Mobility map

2km1km 5km 10km 15km+

Cost and convenience

(Price / C

omfort / Flexibility / S

peed)

BusScooter

Tram

Taxi

Minicab

Walk

Luxury chauffeur

Metro

Bike

Typical urban journey length

Private car

Dynamic minibus

Uses data to determine routes and offer point to point pick-ups and drop-offs, e.g. Bridj

Mobility services

Hailable mini cab

Mini cab that can be hailed with an app, e.g. Uber Action

zone

Motorbike

Multi- modal

payment

Taxi hailing apps

Parking services

Multi- modal

planner Navigation

P2P car sharing

Car owners rent their cars directly to other consumers, e.g. RelayRides

Free- floating

car sharing

Cars are collected from and returned to, any parking

space within a pre-defined area, e.g. DriveNow

Shared Scooter

Shared bike

Micro car sharing

For smaller (typically 3-5) pre-determined groups

of users, e.g. Audi Unite

Point-to-point car sharing Back-to-base

car sharing

e-bike

Bicycle with integrated electrical motor for propulsion, e.g. GoCycle

Tallin experiment City gave its 430,000 residents free access to public transport in an attempt to get cars off the road, decrease congestion and make the city more accessible to low-income residents.

+1.2%increase in demand for the service overall

Car sales at all time high

UK car sales hit all time record levels in 2015Source: SMMT, 2015

1.75m2007 2009 2011 2013 2015

1.85m

1.95m

2.05m

2.15m

2.25m

2.35m

2.45m

2.55m

2.65m

+57% Forecasted rise in global car sales by 2030

Source: Euromonitor, 2015

2025

Change

Less diesel, more petrol hybrid

Less pollution, more congestion

More driver-assist technologies

Apple and Google will own Infotainment

Continuity

Private ownership will remain the dominant model

Slow growth of EVs, predominantly in city centre car clubs

Driverless cars will be just around corner...

We join the dots

@kevinmccullwww.plan.london