Persona Research and the Vehicle Experience Wards Interiors Conference 2016

Transcription

1 Bitte decken Sie die schraffierte Fläche mit einem Bild ab. Please cover the shaded area with a picture. (24,4 x 7,6 cm) Persona Research and the Vehicle Experience Wards Interiors Conference 2016 Susan Drescher, Global HMI Expert, Continental Automotive Systems May 11, 2016 Follow us on:

2 Our Vision Your Mobility. Your Freedom. Our Signature. Continue to deliver intelligent technologies for mobility solutions Provide the best solutions for each of our customers in all of our markets. To be recognized by our customers as a value-creating partner 2

3 Agenda Persona Research and the Vehicle Experience How persona development is changing New personas that address the future of the in-vehicle experience How Continental is developing new use cases 3

4 Past Research 1997 Journal of Transport Economics and Policy Principal driver characteristics include age, gender and employment status. Workers, young people and males are likely to drive more. 4

5 Research AAA Study 2014 Men still drive more (25% more) but women take more trips. This could be the result of women doing more chore types of driving. Today, most driving is done by adults between the ages of 30 to 49. Teenagers and seniors (over the age of 75) drive the fewest miles of any other age group. Seniors represent the fastest-growing segment of drivers, with current projections suggesting that a quarter of all drivers will be over 65 by Teenagers are more likely to be in a crash than any other driver demographic. People with more education (college graduates) drive more and farther. 5

6 Agenda Persona Research and the Vehicle Experience How persona development is changing New personas that address the future of the in-vehicle experience How Continental is developing new use cases 6

7 Persona Research Identify and define consumer personas for US market Focus groups for initial persona groupings Web survey to provide a stronger statistical basis A total of 919 US households were surveyed: Licensed drivers who own an automobile and drive a minimum of 3 hours in a typical week Mix of men and women Mix of different age and income levels, life stages/household composition Mix of vehicle makes/models owned, and tech/mobile/smart device usage behaviors

8 Persona development: Key dimensions = Desired level of control and connectedness Graphic representations were produced to visually communicate these unique personas in terms of their relationship with their vehicles and other key findings. Each persona document includes descriptions and metrics for the following HMI dimensions: Persona description Key findings and characteristics Driver type and life stage Vehicle relationship dynamic Sensory preference Sphere of connectivity Research continued to explore the connectivity levels and experiences, as all drivers expressed some level of being connected. 8

9 New Personas Identified and defined consumer personas Passion Play Relaxation to me is a perfectly tuned car driving just the way I want it to; not just me sleeping while the car drives itself Safe-Guard Don t just tell me, warn me Chore-ographer I can t be fumbling around while I m driving, I have too much to do Commander-In-Chief If you let technology do everything for you, you ll end up lazy and less alert Auto-Pilot Can t I just have my own concierge service? Simple Retreat While technology can be complex, it can t be complicated

10 Agenda Persona Research and the Vehicle Experience How persona development is changing New personas that address the future of the in-vehicle experience How Continental is developing new use cases 10

11 Basic HMI criteria That contributes to the driver experience Joy of use Ease of use Safety of use exciting pleasant aesthetic simple comprehensible controllable supporting driving task reduce driver workload driver distraction mitigation

12 Analysis and Vision HMI persona user experience scenarios Description of day in the life activities, and potential HMI impact Persona description Images for user experience context, and to stimulate ideation

13 Concept Development Scalable HMI system solutions for various users Studies show that 86% of users believe an exceptional customer experience is worth paying extra. (Uxpassion.com)

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17 Bitte decken Sie die schraffierte Fläche mit einem Bild ab. Please cover the shaded area with a picture. (24,4 x 11,0 cm) Thank you for your attention! Follow us on: