Integrated Product Development:
Reimaging Control Switches
How might we improve the intuitiveness of control systems in vehicles to decrease human error for less experienced drivers?
Automobile design is moving in the direction of increased digitization with the growing need for complex in-vehicle functions like entertainment, gaming, and navigation. Big touchscreen and complex panels are installed in new car models. High-tech and fancy features are important selling points in branding and marketing.
While these features allow the driver to access many features, the learning curve of the control switch system is relatively high. Drivers, especially those who are less experienced, feel intimated to try new features while driving. Additionally, unintuitive interactions for current control panel may cause operation errors and extra cognitive load for drivers, leading to distractions and affecting the safety of the driver.
This is a Carnegie Mellon University Master's course team project carried on over three months. My role in the five-people team included:
- Researched the automobile industry to provide foundational reports on primary and secondary markets.
- Led 5 user interviews and 3 co-design sessions to understand the needs and pain points of amateur drivers.
- Produced new findings and synthesized actionable items from unstructured data.
- Brainstormed novel ideas during ideas development.
- Collaborated with a team of talented product designers & user researchers to work on and present our project.
I follow the double diamond design process to do continuous research to inform the next steps in the product development process
Discovery & Opportunity
Research methods:
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Initial Exploration and Inquiry
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Literature Review
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Domain Survey
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PESTLE Analysis
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Concept Map
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15 Interviews
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Observation & Contextual Inquiry on 3 drivers
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Task Analysis
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2 by 2 Analysis on control features
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Persona
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Scenario
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Value Opportunity Analysis
Market Analysis
The automotive industry is still strongly growing, especially its associated sub-markets such as safety systems and technology adoption industries. There is a widespread adoption of touchscreens, yet physical switches have at least 2X more market value. This may switch in the next couple of years.
Touch Screen
The global automotive smart display market size was valued at USD 11.14 billion for 2021 and is expected to expand at a compound annual growth rate (CAGR) of 6.2% from 2021 to 2028.
Physical Switches
The global automotive switches market valued $28.6 billion in 2019 and is projected to reach $43.2 billion in 2027, registering a CAGR of 7.6%.
PESTLE Analysis
2 X 2 Analysis + Contextual Inquiry
Scenario
Key User Insights
Complex in-vehicle functions satisfy drivers’ wants but increase distraction.
There is a growing need for complex in-vehicle functions like entertainment, gaming, and navigation. People desire diverse experiences in their cars that only an integrated system can accomplish. However, the incorporation of these systems and touchscreens has been deemed to cause greater distractions while driving.
New features in vehicles have a high learning curve which is not well supported.
Within new cars, the complexity and quantity of features create a steep learning curve for both experienced and new drivers, causing them to be intimidated and unlikely to take full advantage of their car’s capabilities. Drivers utilize external sources such as manuals to educate themselves. However, this process is time-intensive and ineffective.
Poor accessibility and intuitiveness of vehicle controls cause driver error.
Drivers misclick controls due to unintuitive buttons and lack of feedback and has difficulty reaching for highly used features. There is a need for simple and intuitive interactions that reduce cognitive driver load, especially since they can only allocate limited attention to control the vehicle’s features.
Product Opportunity Gap
How might we improve the intuitiveness of control systems in vehicles to decrease human error for less experienced drivers?
Based on our research, we determined this was the best product opportunity gap to solve. We consistently heard from users that control design within their vehicles was difficult to use and prone to causing human errors. Not only did that cause errors as a result of misuse, but it also reduced drivers' confidence in their own abilities to control their vehicles correctly, thereby making them less likely to take advantage of more advanced features. However, despite this, vehicle manufacturers continue to prioritize complex digital systems and unintuitive control surfaces which put the technology ahead of the user.
Define
Concept Development
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Concept Introduction
Integrated Learning Tutorials
Helping drivers understand the features of new vehicles.
We will create a series of tutorials with varying levels of detail to teach drivers about the features of their vehicles. It will integrate with a projection system highlighting the controls necessary for each feature and coupled with existing digital screens. For experienced drivers in a rental car, you might use the 60-second quick start guide, but if you’ve just purchased a new vehicle or are learning to drive, you might use the more in-depth tutorial with a complete feature set and use case.
Addressing the problem
Complex panels and high-tech fancy features are installed in new car models, but their learning curve is relatively high. Drivers, especially those less experienced or unfamiliar with the car, feel intimated to try new features while driving.
Prototyping & Testing
We will create an interactive prototype of car control panels, with tutorials on different goals. The prototype will allow the user to choose their learning goals and give an interactive introduction to them. We will test with people with various driving experiences, especially new drivers. We will let them sit in the car and interact with the prototype. Afterward, we will test their understanding of functions & ask about their feelings.
How might we measure success?
Users can understand the functions and have a sense of control after the tutorials.
During the tutorial, users feel intuitive in interactions. For each step, they are clear about what they are going to do and they seldom feel confused.
Both experienced and new drivers feel the tutorial better helps them understand the features.
Learning Mode
A learning mode feature will allow drivers to explore the unknown buttons in their vehicles. When the engine is off or the driver is holding down break, drivers will be able to press any button they are unfamiliar with and hear about its functionality.
Technology enablers
A projection system and LED illumination will highlight the controls referenced in the learning tutorials.Ï The set of tutorials will live within an app and be integrated into CarPlay, so all drivers have to do is download the app and select their learning path in the car.