UX for connected cars

UX for Connected Vehicles Kevin McCullagh

00 XXX 2014 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 assistance Insurance data Vehicle health

Visibility

Hype cycle Warped lens Peak of inflated Expectations

Plateau of productivity

Slope of enlightenment

Trough of disillusionment Technology trigger Time Source: Gartner

Visibility

Valley of oblivion

Peak of inflated Expectations

Plateau of productivity

Slope of enlightenment

Trough of disillusionment Technology trigger

Ravine of demise

Valley of oblivion Time

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

17,000

Call-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% 46% 18%

using a hand-held phone using a hands-free phone 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

Section

‘ People want the Core message displays on the vehicle to look just like those on their phone.’

Tim Yeardon, Visteon

Source: ‘Ask the Experts, ‘ www.cardesignnews.com, August 2015

Slide 16

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

More car deterrents and alternatives

Richer mobility service ecosystem New mobility modes

Squeeze on car use

Multi-modal apps

Higher parking costs

Seamless payments

Congestion charging Lower speed limits Traffic-calming measures Stricter emission laws No-car developments Limited car zones

1980s

2004

2014

2030

2040

High occupancy vehicle lanes in the USA

ZipCar launches

London congestion nears pre-charging levels

Helsinki eliminates private-car ownership

DfT expects 25% increase in traffic since 2015

1982

2003

2010

2020

2034

Athens Ring Odd/Even system

London congestion charging begins

Boris Bike scheme launched

Paris to ban diesel cars

Hamburg to ban cars from centre

Mobility map Mobility services

Multimodal payment

Multimodal planner

Taxi hailing apps

Navigation

Parking services

Cost and convenience

(Price / Comfort / Flexibility / Speed)

Taxi

Luxury chauffeur Private car

Minicab Hailable mini cab Mini cab that can be hailed with an app, e.g. Uber

Freefloating car sharing

Dynamic minibus Uses data to determine routes and offer point to point pick-ups and drop-offs, e.g. Bridj

Action zone

Cars are collected from and returned to, any parking space within a pre-defined area, e.g. DriveNow

Point-to-point car sharing

Motorbike

Bus

e-bike Bike Shared bike

Bicycle with integrated electrical motor for propulsion, e.g. GoCycle

5km

Back-to-base car sharing

Shared Scooter

Source:

2km

P2P car sharing

Metro

Walk

1km

For smaller (typically 3-5) pre-determined groups of users, e.g. Audi Unite

Car owners rent their cars directly to other consumers, e.g. RelayRides

Scooter Tram

Micro car sharing

10km

Typical urban journey length 15km+

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 2015 Source: SMMT, 2015

+57% Forecasted rise in global car sales by 2030 Source: Euromonitor, 2015

2.65m 2.55m 2.45m 2.35m 2.25m 2.15m 2.05m 1.95m 1.85m 1.75m 2007

2009

2011

2013

2015

2025

Change

Continuity

Less diesel, more petrol hybrid

Private ownership will remain the dominant model

Less pollution, more congestion More driver-assist technologies

Slow growth of EVs, predominantly in city centre car clubs

Apple and Google will own Infotainment

Driverless cars will be just around corner...

We join the dots

@kevinmccull www.plan.london