Evolving the relationship between car and driver.

THE CHALLENGE

Byton is a Chinese car company with a new concept for autonomous cars. 

 

Byton believes that drivers should be able to choose between autonomous and human driving depending on their mood and current needs.

 

They also believe that a touch and voice controlled interface is the key to a superior driving experience.

Solving these challenges is the key to Byton's success in the US automotive market.

MY ROLE: UX DESIGNER

SOFTWARE USED

Through research and synthesis I determined the problem drivers face with current cars and technology and used this knowledge to design the ideal relationship between car and driver in the next generation of automobiles.

RESEARCH

Heuristic Evaluation, C&C Analysis, Surveys, Interviews

SYNTHESIS

Affinity Mapping, Card Sorting, Feature Prioritization, 

Persona Development, Journey Mapping

PROTOTYPING & DEVELOPMENT

Paper Prototyping, Design Iteration, Mid-Fi Wireframing,

Hi-Fi Wireframing, Wire-Flows, Usability Testing, Visual Design, User Flow 

PEOPLE LOVE DRIVING...

Open roads, great views, and independence are what drivers love. 

...UNTIL THEY DON'T

But the reality is far more complex. Traffic, commutes, and accidents take away from the romance.

THIS LOVE/HATE RELATIONSHIP HAS ALWAYS BEEN THERE

 

BUT DISRUPTION IS RIGHT ROUND THE CORNER

WELCOME TO A NEW ERA

Like it or not, self-driving or autonomous cars are coming and they have the potential to change driving, and the world in fundamental ways

SO HOW DO PEOPLE FEEL ABOUT AUTONOMOUS CARS?

SURPRISINGLY GOOD

Positive view

Negative view

What people would rather be doing other than driving

Views on autonomous cars are overwhelmingly positive. 

Not only that, people would rather be doing a lot of things in a car besides driving.

Great, right? Let’s do this!

HOLD ON, THERE'S A BUMP IN THE ROAD

MORE FEATURES MORE PROBLEMS 

APP & SOCIAL

MEDIA HUB

FACIAL RECOGNITION

GESTURE CONTROL

CENTRAL TOUCH SCREEN

FULL-WIDTH DISPLAY

It’s not just a car, it’s a platform. With massive data and content capabilities it can do nearly everything. But is that a good thing? 

CAN PEOPLE HANDLE THIS POWER?

What do you find most distracting while driving?

Texts/Calls

Infotainment System

Podcasts

Climate Controls

Outside Activity

New features and functionality come at a cost. Our attention.

Quantitative data reveals that people want to use technology in their cars but are also distracted by it. 

LET'S TAKE A TEST DRIVE

PERSONA: I created a user profile that aligns with my research 

SUZIE STRESSER

Tech Executive

"I hate it when things don't go according to plan"

Age: 35

Status: Single Mother of 2 kids

 

Overview

 

Suzie has a love/hate relationship with her car. She absolutely loves to drive when conditions are right - no traffic, nice weather, open roads and great views. But when she has to commute in traffic she hates her life.

 

Driving Behavior and Habits

 

  • Gets frustrated and angry in traffic

  • Likes to listen to music in the car

  • Has a typical LA commute of at least an hour each way.

  • Has an active social life and sends/receives texts all day

  • Enjoys road trips with her family along scenic routes

Goals and Needs

 

  • Has high income and enjoys owning luxury cars

  • Relies on high end comfort and features to keep her family happy

  • Comfortable using new technology

  • Is comfortable with the idea of autonomous cars

THINGS CAN GO WRONG 

JOURNEY MAP: Suzie currently drives a late model BMW 5 series. Let's follow Suzie's mood as she drives from LA to Malibu with her 2 kids to meet her sister for lunch.

People love driving given the right conditions, but technology and external factors can be distracting and even dangerous.

 

How might we enable people to enjoy the driving experience but also provide the freedom to do what they want, when they want?

DESIGN THINKING>>

THE PROBLEM IS NOW CLEAR

WHY

HOW

WHAT

Develop an AI driven interface that adapts to driving conditions and only provides the  features drivers need, when they need them.

Drivers are  overwhelmed by internal and external distractions

Remove as many distractions as possible 

LET'S SEE WHAT'S OUT THERE

C&C ANALYSIS: Looking at expected and unexpected areas 

AUTO-RELATED

Most products are distracting:

Tesla makes you look away from the road, Apple Car Play is like a phone in your dashboard

AI ASSISTANTS

Products like Siri and Alexa work well for repetitive tasks and seem like they could work well

SCIENCE FICTION

A more human-like emotional connection to technology has value when interacting with complex systems

PRIORITIZING FEATURES

MoSCoW METHOD: With scope and MVP in mind, the following are the features we will or won't consider for inclusion in the UX design

MUST

SHOULD

COULD

WON'T

• Gesture Control

• Global Navigation

• Touch Screen

• AI

• Autonomous 

   Driving Mode

• Voice Command

• Facial Recognition

IS IT USABLE?

USABILITY TESTING: Paper prototypes helped to fine-tune the features. View slides to see important learnings

 
 

PUTTING THE PIECES TOGETHER

LET'S REINVENT THE CAR, NOT THE WHEEL

There’s an advantage to familiarity, we don’t want people to feel like it’s not a car anymore. So when it comes to visual and physical interfaces we want to use commonly used elements.

HIGH CONTRAST COLORS

INTUITIVE TOUCHSCREEN

VOICE CONTROL

COLORS

INTRODUCING...

SAY HELLO TO iBYTE

iByte is the AI-driven central command center for your driving experience.

Important features include: Global navigation to access all car functions

 

LET'S TAKE IT OUT FOR A SPIN

REMEMBER SUZIE?

She just got a new Byton with the iByte interface and she's going to retry her drive to meet her sister for lunch in Malibu.

Hop in!

NEXT STEPS

Integrate full-width Dashboard with iByte

Research best uses for Gesture Control

Get more people behind the wheel of a Byton!

© NADAV MARKEL 2019