ux for connected cars
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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...
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