ux for connected cars

Download UX for connected cars

Post on 08-Jan-2017




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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

    Wheres the future value?Infotainment Driver assistanceInsurance dataVehicle health

  • Peak of inflated Expectations

    Slope of enlightenment

    Plateau of productivity





    Technology trigger

    Trough of disillusionment

    Source: Gartner

    Hype cycle Warped lens

  • Valley of oblivionRavine of demise




    y Peak of inflated Expectations

    Trough of disillusionment

    Slope of enlightenment

    Plateau of productivity

    Technology trigger

    Valley of oblivion

  • Technology is not inevitable

  • 33%dont use their head-up display

    Source: Automakers Spending Billions on Technologies That Many Consumers Dont Use, J.D. Power, August 2015

  • What excites us, often doesnt convert into mass adoption

  • Human factor

  • Drivers are already facing information overload

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

    Source: The AA, September 2015

  • Handsfree doesnt mean safe

    Reduction in reaction times

    56% using a hand-held phone46% 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 Dont 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


  • 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 shouldnt 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







    Luxury chauffeur



    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



    Multi- modal


    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


    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










    +57% Forecasted rise in global car sales by 2030

    Source: Euromonitor, 2015

  • 2025


    Less diesel, more petrol hybrid

    Less pollution, more congestion

    More driver-assist technologies

    Apple and Google will own Infotainment


    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