KITT Online Vehicle Management

the future of online vehicle management

KITT. coming soon to a computer near you.

the future is here.

contents

3 persona (tony the techie) 4 persona (take-it-on tina) function. look. feel. 7 mood board 9 sitemap 11 flowchart (maintenance) 12 wireframe (homepage) 13 wireframe (myKITT) 14 wireframe (security login/logout) 15 comp (home) 16 comp (myKITT) under the hood. 19 appendix a (reference article) 21 appendix b (persona interviews) 26 appendix c (website inspiration)

contents

before you drive. 1 executive summary

before you drive.

executive summary KITT what

who

when

KITT - Online vehicle management system.

The more informed consumer.

Introduce to market by December 2008.

For most people in today’s society, their vehicle is their second home and as a result, today’s car companies are responding by not only offering more integrated innovations that facilitate a more comfortable driving experience, but also by using the internet to give consumers the power to make smarter and more informed choices regarding their vehicle purchases. That trend, coupled with advances in technology that allow vehicles to be controlled outside of their physical space, cultivates a need for a tool like KITT to make the total personal vehicle management experience accessible to consumers online.

The typical KITT user is the consumer who values making more informed choices about their car purchases today. It is not only the techie who loves to explore ways to integrate their gadgets in managing their everyday lives, but it is also the mother who is trying to balance it all and needs another tool to aid in that experience. Overall it’s the consumer that has experienced how a new wave of personal management tools for their finances, media, gadgets and even opinions online have given them the liberty to create experiences that are more relevant to their personal needs and seeks to explore that same type of experience with their vehicle.

With new technologies such as Keyless Entry and Ignition, Computer Center, Black Box and Navigation Systems with Real-Time Traffic Information coming onto the market within the next 2-4 years*, KITT will provide the necessary interface to be able to manage those services as they come into the market.

KITT covers six main areas of functionality: (1) Vehicle Operations Control (2) Computer Center System (3) Maintenance Scheduling/Valet Service (4) Emergency Services (5) Support/Download Resource Center (6) Account Management Since the basis of KITT is to provide real-time information on internal and external vehicle systems for the user to control, information is updated multiple times during the day between the KITT online interface and the vehicle’s internal and GPS Nav system in order to maintain updated data for the user.

1

where Use through online interface or PDA. KITT is an intergrative tool that connects the user to their vehicle from home or office.

When not on the site itself, KITT desktop and PDA updates keep the user informed of any notable activity they need to be aware of. While the main functions are controlled through the KITT online interface, Vehicle Operations Control, Computer Center Systems and Emergency Services can also be managed through software downloaded to the user’s PDA.

how Through dealer with discount or through registering online at a later date.

Upon purchase of a vehicle, the consumer is given the option to obtain this service at a discount rate as part of an extra incentive with their purchase. Once agreed upon, the consumer is given the option to either do a trial period or set up a full personal account (silver, gold or platinum). Platinum memberships are only offered to consumers with GPS Systems and they will also be provided with KITT software to use on their PDA. Consumers also have the opportunity to do a trial run or purchase KITT at a later date through registration on the online system as well.

* appendix a | List of new car technologies featured in Road & Travel Magazine February 7, 2008 article, “High Tech Gadgets Go Mainstream for Future Car Buyers”

executive summary KITT function List of services provided through KITT:

Computer Center System (GPS only) The new Computer Center System being offered in cars coming onto the market integrates navigation, phones, email, CDs, PDAs and other gadgets. This area of the website will allow users to manage uploads and downloads of information from their computer to the car computer center system. mp3 Upload/Download PDA/Email/Phone Integration Real-Time Weather and Traffic Turn-by-Turn Navigation Cheap Gas Finder

Account ManagemenT Choose from three levels of membership Silver, Gold, Platinum. Consumers are also allowed 30-day trial period for Gold service without having to submit credit card information.

Silver: Vehicle Operations Control Gold: Vehicle Operations Control, Maintenance Scheduling/Valet Service Platinum: All online services, PDA software (best deal for consumers with GPS systems) emergency services A red emergency “hazard” button will be positioned at the top of the page for the myKITT user in the case of a real emergency.

Once pressed, a call will be sent to 911 for immediate followup.

before your drive.

Vehicle Operations Control Allows the user to operate and control the basic functions of their car through KITT interface online. User can also view any adverse activity with their car through the Vehicle ViewCam. ViewCam is also effective for parents who would like to manage driving habits of teenagers.

Keyless Entry and Ignition Window/Door/Roof Control Electric Window Tinting Temperature/Defrost Control CD/DVD/Radio Control DRR - Digital Radio Recorder Vehicle ViewCam/Black Box Stolen Vehicle Location Assistance

Maintenance Scheduling/ Valet Service Maintenance needs are monitored daily through vehicle’s black box internal system and a full diagnostic profile of the vehicle is updated and provided to the user on a daily basis as well. When service is necessary, the vehicle owner is informed through KITT online, email alert or desktop alert system.

Optional valet maintenance service is also available to owner in case emergency care is needed and can be setup through online customer service agent. Valet car cleaning/ detail service is also available.

Diagnostic Updates/ On-Call Service Maintenance Scheduling/History Valet Car Cleaning/Detail

SUPPORT/Resource Center The Resource Center provides an environment where users can seek customer service or technical support and can also communicate with other owners of the same type of vehicle to share information on the vehicle itself or offer answers to questions regarding use of the online site.

Customer Service Technical Support Corporate Info/Security/Privacy/Terms & Cond Daily KITTips (posted at top of page) Search/Knowledge Base/FAQs Press & Blogger Central Download Desktop Update/Alerts Tool

Additional Features User is allowed to set personal preferences such as how long their inactive time will be before myKITT automatically logs out.

All “favorite” or most accessed functions of myKITT users will be available in a EasyNav menu provided at the top of each page.

As a fun graphical element, since the navigation layout of the website emulates that of a car dashboard, users have the option to turn on the night illuminated dashboard in the evening.

2

persona 1 tony the techie* The interface is unique, and easy to use, with wizards, and plenty of buttons for various options. It also stores your searches and results, and presents all your most-accessed account-related information at all times.

Tony Osbourne makes being a geek look pretty cool. This 27-year old tech wizard spends his days as a Software Engineer at Recordant, located in the heart of Atlanta, GA, and after work he joins his gamer co-workers for a few rounds of Counter-Strike. Outside of work, Tony relishes in his bachelorhood, spending most of his time cruising around in his convertible (which he prefers to keep the top down on), decking out his home entertainment center, expanding his massive collection of mp3s, playing in his rock band on weekends, and splurging on all of the latest and greatest tech gadgets featured in Wired magazine each month. The only downside to Tony’s week is his daily trek to and from work. Living in Atlanta, which is not only one of the most congested cities, but also one of the most rapidly growing cities, Tony is often faced with spending over an hour to get to his home in Marietta even when he leaves the office after rush hour. Subsequently, he finds himself at the dealership all too often for maintenance checks since he quickly puts so many miles on his car with his drive to and from work everyday. goals/objectives Integrate home entertainment and PDA easier with vehicle computer center system Manage car maintenance schedule more efficiently with Diagnostic Updates Find cheap gas close to him so he can use money saved on more buying more toys!

Map out quicker traffic routes to get home after work pain points Reading too much written information on a site. More of an icon guy.

Having to repeat full process of favorite activities on the site Pop-ups, pop-ups, pop-ups!!! critical features & functions Window/Door/Roof Control Electric Window Tinting Diagnostic Updates/On-Call Service Computer Center System Valet Car Cleaning/Detail

3

* Persona derived from set of four interviews outlined in appendix b

Stolen Vehicle Location Assistance Real-Time Weather/Traffic Reports Turn-by-Turn Navigation Cheap Gas Finder DRR - Digital Radio Recorder EasyNav for “favorite” site activities

persona 2 take-it-on tina* There are way too many passwords to remember online! I forget my passwords too often and end up having to get them reset all the time, so I avoid managing too many accounts online.

goals/objectives Make drive to and from work easier especially during Chicago winters Utilize on-call service for maintenance and car cleaning needs Manage time for running errands better with Virtual To-Do List and Mapping Services Monitor driving activity of teenage son when he borrows the car pain points Not having access to introductory data on the services if she’s not registered in the system Having to newly login every time enter site or remember yet another password to enter site Having to worry about security issues on a site. Privacy and Security matter! * Persona derived from set of four interviews outlined in appendix b

before your drive.

Tina Bryant is the quintessential modern day woman trying to balance it all. A 40-year old senior technical writer for the McDonalds Corporation in Oak Brook, IL (Chicago NW suburb), Tina resides downtown Chicago with her husband Jerry of 17 years, one teenager, Jared (16), and two small children, Ryan (4) and Kennedy (1). With having such young children at home, Tina decided 3 years ago to split her time between the office and home so she could experience the best of both worlds, but that change is coming at a price. Because Tina’s husband Jerry works very long days which often start at 5:00 in the morning, Tina often finds herself playing juggling acts with work and the kids whether she is in the office or at home. Not only is it rough trying to check her emails in the morning, get the kids off to school and make it to work on time, especially with the crazy weather and traffic a Chicago winter brings, but even on her days off, between her Blackberry constantly going off with issues from the office and trying to hustle two kids around town to take care of errands, Tina is in desperate need of a tool that will help make her day flow a lot easier and will help her have a more enjoyable experience in what seems to be her second home, her car. On top of that, Tina is has the fun task of trying to deal with a very restless teenager who begs to use the car whenever he can. As a responsible parent, Tina would love to give him more opportunities to use the car, but she is often worried and cautious about his driving habits without her or her husband in the car. critical features & functions Keyless Entry and Ignition Temperature/Defrost Control Diagnostic Updates/On-Call Service Valet Car Cleaning/Detail Real-Time Weather/Traffic Reports Turn-by-Turn Navigation DRR - Digital Radio Recorder Vehicle ViewCam EasyNav for “favorite” site activities

4

function. look. feel.

mood board KITT

7

function. look. feel.

8

sitemap KITT KITT Logo

Join myKITT

KITT.com is simple and only drilled down to 2 levels. Any third level activity will be off site as in the case with viewing the KITT equipped cars on their specific dealer sites.

The makeup of the screen emulates the flow of using an actual car dashboard or GPS Navigation system with all navigation at the bottom half of the page and all functionality taking place on the main screen. Since myKITT is the actual personal site, when user logs in, all navigation will change to just display the functions for the segment of the site.

Users will be able to navigate back to the homepage screen from myKITT.com as well.

How KITT Works

HOME

live demo

support

Join myKITT/ Choose Level

KITT Equipped Cars

How KITT Works

New

vehicle ops control

KITT equipped cars

computer maintenance/ center system valet

Coverage map

support/ resources

myKITT Login

Choose Level

Pre-Owned

Acura Pre-Owned Pre-Owned

activation instructions

Dealer Login

silver

gold

Support

platinum

Acura Pre-Owned Pre-Owned

Description of Services

account management

emergency services

download full specs

Customer Service

Technical Support

Corporate/ Priv/Sec

Knowledge Base/Search

Press & Blogger articles Pre-Owned Pre-Owned

Customer Service

9

Search

Coverage Maps

Corporate Information

Privacy

Terms & Conditions

Download Alerts

sitemap myKITT KITT Logo

welcome back, user go to homepage

EasyNav

Emergency 911 account/preferences

support

Logout

favorite Pre-Owned functions Pre-Owned

Computer Center Sys

Vehicle Ops mp3 Upload/ Download

PDA Integrator

Real-Time Weather/Tr

Maintenance/ Valet Navigation

Diagnostic Update

Cheap Gas Finder

Maint. Sch/ History

keyless entry/ window/door/ elctrc window ignition roof control tinting

Customer Service Search

temperature control

Coverage Maps

CD/DVD/ Radio

Digital Radio Recorder

Corporate Information

ViewCam

Privacy

Stolen Vehicle Location

function. look. feel.

View/Dwnld History

Valet Car Cleaning

Terms & Conditions

10

flow chart schedule maintenance Start

No

myKITT member?

The total flow for doing a function such as Scheduling Maintenance all happens in the main screen. Once the “setup maintenance/valet” tab has been chosen, the user clicks on “Setup Maintenance” and the main screen is populated with the users vehicle information and the questions necessary to process the request. Vehicle information can be updated or changed if necessary and user is also given a link to view or download their maintenance history if they need to.

Create new myKITT acct

Yes 1 Schedule Maintenance

Need Emergency service today?

No 2

Enter date/time of service Select type of service

Yes

Need Valet service?

Enter special instructions

Select type of service Enter special instructions

No

Yes

Need Loaner car?

No

Submit Request

Yes

Enter desired pickup address Enter desired make/model Need Valet service?

No

Yes

Submit Request

Enter desired pickup time

Need Loaner car?

No

Submit Request

Enter desired pickup address Enter desired pickup time

11

Yes

Enter desired make/model

Submit Request

1 Assumes user has logged in previously. Login information is stored so no repeat logins need to occur on their computer unless inactive time has been passed.

2 With myKITT, personal owner information, make/model, and mileage will already be in the system and will be preset fields.

wireframe homepage The homepage serves as the main hub of KITT.com. Most of the content on the page is informational for prospective and existing users. The login for the actual myKITT.com page is at the top right and is the only way to access that part of the site. As mentioned before, all navigation happens at the bottom half of the screen, but all main functionality for sections in each tab happens in the main screen. For example, if you click on the “Customer Service” link, the “Support/Resources” tab will be activated with all of the content of that tab in the bottom navigation, but all information regarding “Customer Service” will be featured in the main screen.

1

dealer login

myKITT.com login

2

Page Title

Intro text to set context for the user - what is this site about? Very brief.

FEATURE 1

Body copy Body copy Body copy “Learn more” link

3

Intro/Features page w/cool dashboard graphic

FEATURE 2

Body copy Body copy Body copy “Learn more” link

main nav 1

5

security

live demo main nav 3

6

Body Copy

Item 3

Body Copy

Item 4

Body Copy

Highlighted Item

“Learn more” link

9

10

11

12

13

customer service

coverage maps

corporate info

your privacy rights/legal

terms & conditions

search on this site

6 When each item in “Home” section is selected, the title will increase in font size and be highlighted with a gray bar and gray section which provides more information.

Body copy Body copy Body copy “Learn more” link

7 Security logos do not link 8 Link takes user to “how KITT works” tab and specific feature video appears in main screen.

join today main nav 4

Security Company logos

Body Copy

5 Main screen changes to Demo page.

FEATURE 4

7

SUBSECTION TITLE

Item 1 Item 2

4

main nav 2

Section Title

4 Link takes user to “Support/Resource” tab with Security information featured on main screen.

FEATURE 3

main nav 5

Features Video 1

8

KITT Emergency Emergency Assistance Assist KITT

Features Video 2

copyright info

function. look. feel.

Body copy Body copy Body copy “Learn more” link

2 When rolled over, “Member login” text disappears and the following login information appears: text (“Forgot | Register”); input boxes (“Username”, “Password”) and “Go” button.

3 “Learn More” links on feature tabs in this area take user to the “how KITT works” tab and displays information on the feature on the main screen.

join the revolution!

Corporate Logo tagline (3-7 words)

1 When rolled over, “Dealer login” text disappears and the following login information appears: text (“Forgot | Register”); input boxes (“Username”, “Password”) and “Go” button.

9 Link takes user to “Support/Resources” tab with Customer Service featured on main screen.

10 Link takes user to “how KITT works” page and displays information on coverage maps on main screen.

11 Link takes user to “Support/Resources” tab with Corporate information featured on the main screen.

12 Link takes user to “Support/Resources” tab with Privacy information featured on main screen.

13 Link takes user to “Support/Resources” tab with Terms & Conditions featured on main screen.

12

wireframe myKITT

1 General “Welcome Back” message. Not a link.

2 Emergency button which alerts the police and is followed up with an immediate call to the user.

myKITT page opens to a general screen with a quick link to all of the services offered on the website, including the Emergency button. Once a link is clicked, the bottom navigation appears on screen as with the KITT homepage, but with new Nav tabs: Vehicle Operation, Computer Center System, Maintenance/Valet, Support/Resources and Account Management. In addition, when the next screen is opened, the EasyNav bar appears at the top of the page right under the header.

3 Link takes user back to the KITT homepage.

4 Link takes user to “Account Management” tab to set preferences.

1

Corporate Logo tagline (3-7 words)

2

HAZARD BUTTON

go back to homepage your account/preferences support logout

3

5 Link takes user to “Support/Resources” tab with Customer Service and Technical Support on main screen 6 Logs user out and takes them back to KITT homepage

MAIN NAV 1

click one to start feature link 1 feature link 2 feature link 3 feature link 4 feature link 5

7 Feature links take user to that feature on the main screen. Full Navigation bar also comes back up with highlight on Nav option for that feature.

4

5

6

MAIN NAV 2

7

click one to start feature link 1 feature link 2 feature link 3 feature link 4 feature link 5

8 Emergency button appears again for user 8

9 Link takes user to “Support/Resources” tab with Customer Service featured on main screen.

10 Link takes user to “Support/Resources” page and displays information on coverage maps on main screen.

MAIN NAV 3

click one to start feature link 1 feature link 2 feature link 3 feature link 4 feature link 5

11 Link takes user to “Support/Resources” tab with Corporate information featured on the main screen.

12 Link takes user to “Support/Resources” tab with Privacy information featured on main screen.

13 Link takes user to “Support/Resources” tab with Terms & Conditions featured on main screen.

13

HAZARD BUTTON

9

10

11

12

13

customer service

coverage maps

corporate info

your privacy rights/legal

terms & conditions

search on this site

copyright info

wireframe security logout/login screen Due to the necessary security for a site of this nature, automatic logouts will be necessary for the protection of the user. Since we also want to provide the convenience of not having to login every few minutes, myKITT members are allowed to set their own personal preference for the amount of inactive time they can have on the site. Once that inactive time has been reached, a popup will appear to notify the user that they are about to be logged off. If their do not respond, the myKITT screen will immediately change to the security logout/login screen.

1 User is prompted to login again once their inactive time has been reached and they have not responded to the notification regarding their inactivity.

Corporate Logo

2 Password will be sent to the users email address.

4 Link takes user to “Support/Resources” tab on KITT homepage with Corporate information featured on main screen.

5 Link takes user to “Support/Resources” tab on KITT homepage with Security information featured on main screen.

E-Mail Password Forget your password? Recover it.

Need an account? Join Us!

6 Link takes user to “Support/Resources” tab on KITT homepage with Privacy information featured on main screen.

2 LOGIN BUTTON

3

about us

how we keep you safe

your privacy rights/legal

4

5

6

function. look. feel.

For your safety, we logged you out after being idle for 2 hours. Please login again

3 Link takes user back to the KITT homepage and starts on the “choose your level” tab.

1

7 Link takes user to “Support/Resources” tab on KITT homepage with Terms & Conditions featured on main screen.

terms & conditions

7

8 Security logos do not link

8 Security Company logos copyright info

14

comp homepage * dealer login

myKITT.com login

You own your car. Now own the experience.

Today’s technology now puts the experience of the car in your hands. Explore the world's first and most comprehensive personal vehicle online management system now.

CONTROL YOUR CAR FROM YOUR COMPUTER OR PDA Want to start your ignition early?

Need to close those windows?

Missed the rest of your favorite radio show?

Learn more

24/7 EMERGENCY CARE

Call for help at one-click of a button Learn more

GET SERVICE WHEN YOU NEED IT AND HOW YOU WANT IT

MAKE YOUR CAR FEEL LIKE HOME

Tired of lugging all of those CDsto your car?

Too busy to check emails at work or at home?

Need an easier way to navigate through that to-do list?

Learn more

Sick of making a trip to the dealer every 3,000 miles?

Need your car washed but don’t have time?

Want door-to-door valet service?

Learn more

security home

how KITT works

why you’ll love KITT...

The power of your car is in your hands It’s easy to get started You know your driving habits We keep you informed

You’re safe and secure customer service

coverage maps

live demo

KITT-equipped vehicles

join today choose your level

WE GIVE YOU TOP-LEVEL SECURITY AND ANONYMITY We do not share or sell your information.

KITT.com uses bank-level data security and SSL 128-bit encryption.

KITT Emergency Emergency Assistance Assist KITT

KITT.com is Verisign secured.

We are TRUSTe-certified to have industry-leading privacy protection.

Learn more about how we keep you safe. corporate info

your privacy rights/legal

terms & conditions

search on this site

15

support/resource center

* Look and functionality inspired by three websites featured in appendix c: onstar.com, mint.com, scion.com

copyright info

comp 2 myKITT go back to homepage your account/preferences support logout

COMPUTER CENTER

MAINTENANCE/VALET click one to start Diagnostic Updates On-Call Service Scheduling/History Valet Car Cleaning

click one to start mp3 Upload/Download PDA Integrator Real-Time Weather and Traffic Turn-by-Turn Navigation Cheap Gas Finder

function. look. feel.

VEHICLE CONTROL

click one to start Keyless Entry/Ignition Window/Door/Roof Control Electric Window Tinting Temperature Control CD/DVD/Radio Control Digital Radio Recorder View Cam

customer service search on this site

coverage maps

corporate info

your privacy rights/legal

terms & conditions copyright info

16

under the hood.

appendix a Road and Travel magazine article - 2/7/2008 High Tech Gadgets Go Mainstream for Future Car Buyers The folks at Cars.com have looked into their crystal ball and examined industry trends and news reports to come up with 15 innovations predicted to be available in cars sometime in the next 10 years. From self-parking cars to chipless paint, every innovation marks a trouble-easing aid for mankind.

“You can find some of these innovations on the market today, and the technology exists to incorporate many of these innovations in the near future,” said Patrick Olsen of Cars. com. “Cost and consumer demand will help determine whether these innovations become standard, become options for select luxury vehicles -- or never make it out of development.”

Cool Stuff That’s Been Talked About Advanced Flexible Fuel Systems In addition to widely available hydrogenpowered cars and clean diesel cars, Cars.com envisions a car that could run on all types of fuel interchangeably. You could have one car that could run on gas, diesel, hydrogen, E85 and electric power. Your mileage would increase and you could use whatever fuel was cheapest -- or available. Research into

19

hydrogen fuel cells has been in the works for years, and there are already cars that can run on E85 and gas, as well as hybrids that can run on gas and battery power. Now we need to figure out how to combine all technologies into one car.

Active Tires Airless tires would be great, but wouldn’t it be even cooler to have tires made from some sort of synthetic compound that could change to handle different road conditions with the push of a button? One set of tires could take you from summer to winter or, better yet, handle an unexpected rainstorm.

True Autopilot In some ways, we’re still far from the cars most of us thought we’d be driving by now.

True autopilot -- where the navigation system guides the car to its destination while the driver sits back and relaxes -- is a huge, futuristic step in the right direction. Whether through an extension of GPS or with the aid of magnets in the road, research into this technology is already under way.

to let the driver know when it’s safe to change lanes. The 2007 Audi Q7 and Volvo XC90 already offer similar technology on a limited basis.

Camless Engines Time frame: Three years Like the human body, engines demand airflow based on workload. A complex array of tubes, valves and camshafts facilitates this process, but it has nowhere near the flexibility of our lungs. Camless technology bridges the gap, better controlling the amount of air that’s drawn into the engine. The result: More power, less pollution and better mileage. The 2008 Mercedes-Benz C-Class will likely be one of the first cars to have this gas-saving technology.

Self-Repairing, Self-Cleaning Paint Time frame: Three years Imagine paint that can better resist and repair minor scratches and withstand marks from things like greasy fingers and tree sap.

Nissan has already developed a topcoat made from an elastic resin that prevents some scratches -- but it only lasts three years.

Down the Road (Coming in 3-5 years)

Navigation Systems With Real-Time Traffic Information

Lane Changer Warning Time frame: Three years Cars would monitor traffic in adjacent lanes

Time frame: Three years All cars with navigation systems would be able to integrate real-time traffic data in

appendix a Road and Travel magazine article - 2/7/2008 order to alert drivers to road construction issues or traffic snarls while providing alternate routes. Similar systems are already available on handheld devices and in some luxury cars, like the Acura RL and Cadillac CTS. Self-Parking Cars Time frame: Four years Self-parking cars would utilize a system that parks a car with either minimal or no help from the driver. Toyota introduced a system in Japan in which the driver keeps his foot on the brake while the car parallel parks itself. BMW recently created a version the driver can operate from outside the car for squeezing into those tight garage spots.

Electric Window Tinting

Computer Center Time frame: Two years Computers used for the operation of your car have been around for some time, but this is a master in-dash computer that can manage navigation, phones, email, CDs, a PDA and every other new techno-gadget we come up with. Some Chrysler models are slated to have a system called MyGig with Bluetooth capability and a built-in hard drive that can rip CDs like your home computer.

Collision Mitigation Systems Time frame: Two years Already available on the Acura RL, collision mitigation systems prepare the car for an accident when one is deemed unavoidable.

Brakes are applied and seat belts are tightened to prevent injury.

Around the Corner (Now, or within 2 years)

Automotive Black Box Adaptive Brake Lights Time frame: Two years

details, so why not cars? An automotive black box could be invaluable in an accident, keep tabs on a new driver, help frequent speeders monitor their milesper-hour -- or it could be a big invasion of privacy. Reports indicate that two-thirds of models built by GM and Ford already have data recorders, but accessing the information isn’t easy.

Time frame: Two years Airplanes have the ability to record trip

Economy Mode Time frame: Two years If drivers can’t change their driving behavior to increase gas mileage, cars may do it for them. In economy mode, a car turns off non-essential systems, turns down the A/C and even engages cruise control to conserve fuel. The 2007 Saturn Vue Green Line Hybrid features an economy mode that limits A/C use, and several models (such as the Honda Odyssey) can deactivate cylinders depending on driver demand.

Keyless Entry and Ignition Time frame: One year A number of cars already offer keyless entry and ignition, but their use isn’t widespread.

Combine that with biotechnology access (like the fingerprint scanners at grocery stores and on some laptop computers) and the key chain is on the road to obsolescence.

under the hood.

Time frame: Five years Electric window tinting could take windows or a moonroof from clear to tinted to even opaque with the push of a button.

Maybach already offers a panoramic glass roof that can be switched from opaque to transparent, but not many of us can afford a Maybach.

Adaptive brake lights get brighter or larger depending on how hard the brake pedal is depressed, telling the driver behind you how quickly you are stopping. Mercedes-Benz has already experimented with adaptive braking on a limited number of U.S. models, but safety regulations prohibit wide implementation.

20

appendix b user interviews PERSONA INTERVIEW

CHRIS

ENDIA

JOHN

TONY

Age

35

31

31

36

Job/Occupation

Technical Support Specialist

Post Doctorate Research Fellow

Senior Consultant

Software Developer and Web Architect

Household Income

$47,000.00

$135,000.00

$135,000.00

$175,000

Married/Single/Divorced

Married

Married

Married

Engaged

Children/How many?

2 (stepchildren)

One on the way

One on the way

0

Morning: First thing, check email. Then wander around and chill, maybe do the dishes. Leave for work around 10:00

Describe your day to me.

Work? Play?

What mode of transportation do you use to get to work?

Arise at 6, do regular morning hygiene routine, work, lunch at 2, home by 7, dinner with family, watch TV until 2AM combined with surfing the web, and then sleep.

Auto

Afternoon: First thing, check email. Then work on researching or writing up research (data analysis). May attend a some presentations or meetings during the day as well. Always attend a meeting on Monday for updates from teachers in program.

Evening: Leave work about 5:15/6:00, depending on when the traffic is lighter. May stop by grocery store to pick up food for the evening.

Get home and either fix dinner or order food. Have dinner with husband, check out World News and browse on computer for baby things.

Auto

Morning: Get to work at 5/6AM to be on offshore technical call. Rest Morning: My day starts with a 9am sharp team meeting for at least of morning may be filled with other meetings as well. As for an hour. Then, most days, I'll be working on new code for this project breakfast, it may just be a cup of coffee or maybe I'll stop at from about 10-1p.

McDonalds to get a breakfast sandwich.

Afternoon: I eat around 1-1:30 for an hour and then we meet around Afternoon: Filled with meetings; either client or internal. Rest of day 3pm to do a checkpoint. The remainder of the day is coding and bug spent working on solution designs and status reports. Don't really fixes in development until about 7:30 or later. get out much for lunch or errands, usually pretty anchored at work Evening: Get home by 7:30PM, have dinner with wife, catch WorldNews and get on the computer for another hour or two.

Bed at 10PM every night

Evening: I leave and get home about an hour or so after leaving work. When I get home, I usually eat and then try to unwind for about an hour or two before going to bed around 11-midnight

Auto

Depends. I usually take the light-rail into the office and a combination of commuter heavy rail and bus on the return trip. I drive approximately 20% of the time.

I use my car for about 99% of trips aside from work

What mode of transportation do you use the most in general?

Auto

Auto

Auto

How organized are you in general?

Relatively organized; about 75%.

Pretty organized. Always want things in place, but not overanal about it.

About 50/50. Notorious for having a disorganized desk at work.

I'm fairly well-organized

What are your independent activities or hobbies?

DJ, Producer, Anime Central convention official, and video games

Playing piano and playing chess.

I enjoy reading, debate, photography, and collecting and playing music. I am also into cooking and enjoying TV from time to time

Book club, reading, embroidering crafts, puzzles

What type of gaming system do you own?

Wii, PS2, and Gameboy Advance

PlayStation2

PlayStation2

PlayStation2

Why this/these systems?

PS2 for the availability of games and the Wii and Gameboy for an obsession with Zelda :)

Husband's system, don't really play

Prevailing gaming system at the time. Bought in about 2004 an had the time to play it at that point in life.

N/A

How often do you participate in your hobbies or get out to socialize?

I’m into my hobbies on a daily basis and I go out and socialize about every other Friday.

Try to read one book a month, moreso books on pregnancy now.

Try to embroider once a week. Problem is that once I get started, I Play the piano and chess on a daily basis if possible and hang out want to finish; get very passionate about the project and very with wife on the weekends involved and it ends up consuming too much time. As for socializing, I try to go out socially at least once a week with my husband.

May go out to on a DJ gig, or attend a music industry event. Or maybe dinner with friends and a night of shooting photos around city.

Musician practice and DJing or recording What do you usually do when you go out to socialize?

Is your DJ equipment relatively new?

No, I purchased it used. Lots less expensive used.

No need in spending money unnecessarily.

I participate in at least one social activity a week.

I participate in at least one hobby every day. I may take some images going into or coming home from work, and I usually cook at least one day a week. I also write at least three blog posts a week.

Just dinner for the most part

Just dinner for the most part

Is your DJ or photo equipment relatively new?

The DJ equipment: turntables are new; amp and loudspeakers are new; one mixer is new; one is used. And the photog equipment is a mix of new and used. the body is a Canon 40D purchased new. The lenses are split 75%/25% new; the flash unit is new the tripod is new

Palm Pilot for everything! I also write things down all the time.

Always making/redoing to-do lists.

21

What tools do you use to keep yourself organized in general?

For my home, I use some closet organizers, lots of shelves for the workstation/studio, and bookcases for the library. But I’m not anal about it.

How do you purchase your music?

Online downloads. I really don't purchase in stores anymore.

As for my home, I have bookcases, file organizers, and an office system in our walk-in closet, with rolling drawers for pens and everything. In terms of my clothes, I'm relatively organized, but not as much as I used to be. In general, I separate clothes by type, but not so much by color. I used to be real anal and have extreme organization in my sock drawer, but I've since calmed that down as well.

I mainly purchase either on iTunes or at the store. If it's just a song I like, I'll go to iTunes, but if it's a whole CD, I may go to the store, listen to it and buy it. I don't download any CDs from free sites.

Written notebook (Constant to-do lists) and Microsoft Outlook

I use a white board a calendar, online financial tools and a BlackBerry. For my home, there are three bookcases, one file cabinet, and multitude of Rubbermaid bins

iTunes, but every now and then purchase a CD from the store

I buy online from iTunes (80%), record (actual vinyl) dealers (%15) and Amazon (1-2%), and others (used sales, estates, private sales, etc)

appendix b user interviews PERSONA INTERVIEW

CHRIS

ENDIA

JOHN

TONY

iPod

iPod or CD Player

I use an iPod, CD, and my MacBook, as well as the car CD/MP3 player

Turntables and my computer. No mp3 player.

What devices do you use to listen to music?

If you were to purchase an mp3 player, would it be an iPod or a Zune? iPod, I hate Microsoft. It's the failure rate of their software. They have yet to release a stable and secure OS.

Do you own an iPhone?

No and I don't plan to. It does not have the features that I have become accustomed to. And Apple will have to prove to me that they have solved their battery woes before I get one.

No

No, not really interested.

I have a Motorola Razr and that's cool enough

No not yet. Definitely want one though! I think it's a cool piece of technology. The touch screen and the ability to combine multiple devices into one form factor is a very big selling-point

How much time do you spend surfing the web on a daily basis?

I guess about 6-7 hours

50-60%

2-3 hours/day

About 5 hours a day

Mainly at work or at home?

Mostly at home

Moreso at work

About 50/50

Split evenly between work and home

What are the main sites you visit on a daily basis?

Woot.com, facebook, myspace, livejournal, ihavetohavethat.com (a bargain hunter site)

Google, Gmail, Hotmail, MSN News, MSN Housing, Georgia State University website, and national research sites.

CareerBuilder, ESPN, Google News, CNN, Vendor related sites, email

ajaxian.com, photography-on-the.net, baltimoresun.com, prototype.org, slashdot.org, and some other blogs

Do you have a Facebook, MySpace, YouTube, or LinkedIn account?

Facebook, MySpace, and LinkedIn

Facebook, LinkedIn (MySpace is trash)

Facebook and LinkedIn

Yes, all of them

Do you have a blog or a Flickr account?

Blog on LiveJournal. No Flickr account

Neither (didn't even know what Flickr was)

Neither

Yep

Instant Messenger (Gmail and Hotmail)

Instant Messenger

What other tools do you use to socialize online?

Instant Messenger

Used to IM through MSN interface, but not anymore with Vista.

Has Gmail account, but hasn't bothered to set up IM.

How often do you socialize online?

I mostly lurk. Online socialization is highly overrated!

Not that often. Only really use email and Evite to plan events.

15-20 minutes/day

I use it about 2 hours out of the day everyday

How often do you update your myspace or facebook page or communicate on there?

Almost never. I use those to keep up with what my distant friends are up to.

Not that often

Maybe update my facebook page about once a month. Mainly on there to see what my other friends are up to.

Well I blog on a daily basis and the others just on occasion

What types of purchases do you make online?

Mostly electronic gifts. eBay is a God-send!

Clothes (Ann Taylor), Bras (special size), books and music

Training materials, clothes, gifts, electronics, books

music, camera gear, and books

I spend about 4 hours browsing on average.

When you shop online, how often do For electronics, I may check out about 3-4 websites (Best Buy, If I have an idea of how much something costs, I will go to one place It depends on the need. For the most part I usually start to browse you spend time browsing for a product Circuit City, and another electronics site) to see what the price range For expensive items it's an extensive amount of time, at least 30-1hr. and buy. If I am in the dark about the price, I will comparison shop. sites for a product like clothes if I receive an email regarding a sale before you buy? Or do you know ahead for the product is. I usually have a price in mind, but I doublecheck Most of the time, I am looking for price and reputation How long it takes depends solely on how soon I need it. It can take or something. If I'm looking for other things like furniture or things for of time what you will purchase and those sites to see who has the best deal. from a day to a month. the baby, I usually go straight to Overstock.com for ideas or to where? purchase something.

1-2 times a month

Maybe once a month or during holidays

Once every 2 weeks

I shop online usually one or twice per day

Bills – only a select few. Internet, phone, lights.

Yes, but husband mainly takes care of that. I just recently signed up to pay one credit card bill online.

Yes, all of them

Yes I do both. I have five bills that are paid online, three through the vendor, and the others through the bank

N/A

Because the vendors don't have agreements with my bank

Yes

Yes, both

There are way too many passwords to remember! I forget my passwords too often and end up having to get them reset all the time, so I avoid managing too many accounts online.

Why do you only have a few accounts you pay online?

Bills that are easy to forget, I have come in paper to the house.

Do you receive automatic account notices or have other subscriptions through your email?

Yes I do account notices.

Yes we do receive alerts. We have a joint email account for bills so notices are sent to that email so we can keep up with them better.

Just things like department store notices or emails

Any other subscriptions?

No my Inbox is too precious

Do you use any other financial tools or other management tools online?

No

Do you play games online?

No

Do you gamble online?

No

Also, I find it hard to deal with sites that make you change your password all the time and then have such stringent password rules where you can't use something you used before. It's hard to always come up with new combinations and then try to remember them all.

Not really

Yes, but it's pretty limited

MSN Money

I use Quicken and Microsoft Money

Solitaire is about it. Nothing where I have to chat with others!

No

Yep, I play Counter-Strike

No

No

Yes, I play poker online

MSN Money, Google Calendar.

I sign up for a lot of tools but never really use them.

under the hood.

How often do you shop online?

Do you manage your bank account online or pay your bills online?

22

appendix b user interviews PERSONA INTERVIEW

ENDIA

JOHN

TONY

Outlook and Google Calendar

Google Calendar

MSN Money, Google Calendar

Google Calendar

How many Google products do you use? And which ones?

Search engine, froogle.com, image search, gmail, docs and calendar

Just Google Calendar and Gmail

Just Gmail and Google Calendar

Mainly Gmail and Google Calendar

How crowded is your desktop?

Practically unusable

Not very crowded. Most of my work is either on my External hard Drive or put on my USB Port (very crowded)

Depends on the time of the week: Midweek is crazy because I download many of my requests at work on my desktop. By the end of the week I have to clean that sort that into folders.

Describe a good or bad experience online.

Good experience: Getting my Christmas shopping done early.

Bad Experience: 2girls1cup.com

At work, it's quite crowded, there are more materials related to job tasks + two laptops + two 17" LCDs and a large VOIP phone, and reference books.

At home it's quite organized, there is a laptop, two checkbooks, and some CDs, and a printer

(1) Blue Cross/Blue Shield: I didn't have my account information one time and couldn't even access important information I needed Good Online Experience: Beatport.com. The interface is unique, and HATE STATE FARM WEBSITE! regarding the insurance coverage I had in general. I wasn't looking easy to use, with wizards, and plenty of buttons for various options. for specific account information, but I needed more that basic info on They have a multi-factor authentication system which means that It also stores your searches and results, and presents all your mostBCBS. I also called and eventually the system hung up on me accessed account-related once you login in with your name and password, their system has to because I didn't have my account info. information at all times. still check something else on your system to grant you access.

(2) Expedia or Hotwire: I was using the system late at night and was Bad UI/Experience: lensrentals.com. quoted a price, but after I went through the whole process of putting Because of that, my username and password have been rejected on There is no feedback for successful information submittal, many occasions for whatever reason and I end up having to call in credit card information and other information, the price suddenly and the order fufillment process is not descriptive enough, them to reset my password all the time. Seems the issue is that they changed at the end and they said it was no longer available. It nor does it provide good feedback on success or failure are too anal or too rigid about their login processing seemed to be something that happened around midnight, but still it made no sense to me why they didn't lock in my rate while I was just inputting information.

Do you primarily use the computer at work or at home?

Mostly at work

About 50/50

About 50/50

Split evenly

If you have your own computer, do you own a Mac or a PC?

PC

PC laptop (made sure I knew it was a laptop)

PC

Mac

Blackberry

Do you own any other type of technology devices?

Blackberry

Palm Pilot

External Hard Drive, USB Port. Would like to get a Blackberry, mainly for work

What types of tools/software or widgets have you downloaded to use on your desktop?

Standard Office applications, Internet Explorer

Standard Office applications, Internet Explorer, Statistical software, Palm software

Microsoft Office, MSN Money, Chess, and other technical software such as Visual Basic

Google Calendar

What type of car do you own?

Daewoo Nubira 4 door Sedan

2000 Saturn

Acura TSX

2000 GMC Jimmy SLT 4x4 sport utility

New or Used?

New, bought in 2001

Purchased New

New

Bought it used. I never buy new, cars depreciate too fast

Necessity

Necessity

Never attended but want to go

Yes

Necessity in ATL, but didn't really need when lived in Chicago

Do you feel having a car is a necessity or a luxury?

Necessity

Have you ever attended a car show or do you plan on attending one?

Yes

If No, Why would you like to attend of not attend?

If Yes, What do you like or dislike about them?

What is the process you go through when purchasing a car?

23

CHRIS

What tools do you use to keep yourself organized online?

Grew up not really using public transportation, so this seems natural Never been but would like to go, although not that into cars

I dislike the crowds. The cars are mostly cool. There needs to be It would be cool play in the cars. Plus, I love the new car smell and more concept car exhibitions, and a larger exotic car section. I go to would go just for that‌ but maybe that's just psychological fantasize.

Market research. What dealer incentives are available, what the Lots of research online! Before was concerned about insurance, but average price is for the vehicle with the options I would like. What now with a baby on the way, more concerned about safety ratings, my credit score is and what I can expect to pay in interest because whether it is parent friendly and want to make sure it doesn't have to of it. be fixed or maintenanced all the time.

I think it would be intriguing to see the new models

Start with an analysis of the financial impact (price and insurance, gas mileage).

Big on luxury cars because they break down less, so the goal is to find the best car for the best value (long term) overall

I like the previews of the new models, and the aspirational feel of the show: this is what you can have if you can afford it, so work towards it. I also like the varieties of vehicles that you might not actually see in person on the street depending on where you live. Also, it's fun seeing what the future may hold for automobile design.

I don't like the crowds, and the fact that in many cases you're unable to get a tactile feel for what the vehicle is like: you might not be allowed to touch one of the cars.

And the dealer reps don't follow up on when you ask for more info.

I do a lot of research and test drives. I read Consumer Reports and troll the automobile forums. and I ask people who own the target vehicles to tell me about their experience with the individual car and the manufacturer and the dealer

How long does it usually take you to do research?

1-2 months

Maybe about 4 months or so

About 6 months to look at EVERY line of car, scale those choices down, and then see which package I can get for the right price

Usually about two-three weeks

What aspect of the car purchase is most important to you?

Service record

Safety and then Price

Price first and then type of car

Getting the best deal

appendix b user interviews PERSONA INTERVIEW What features are important to you when you purchase a car?

What is non-negotiable?

CHRIS

ENDIA

JOHN

TONY

Power everything, CD Changer, AC/Heat, Auto transmission

Quality of vehicle, comfort, reliability, resale, and durability. Content is not that high on the list, since if i really want it I can probably add it later (ie, new radio, etc)

No, but I do on my phone

No, not really concerned about having a navigation system… have a phone for that

No, and am indifferent to having one

No

Are you consistent about getting regular maintenance on your car?

Yes

Very! Will get oil changed every three months even if mileage is not to that point

No

Yes

How often do you get other services such as car washes or detail services?

Bi-weekly, weather permitting. Interior detailing I do bi-monthly (or when I get sick of seeing it)

Neglectful on that. Used to be every Sunday, but not anymore (equated it to how much she loved car… so no longer loved it as much)

Not often

Car wash every three weeks or so. I don't detail, in part because the car wash place does a really good job of cleaning and such, plus detailing is a bit obsessive

Do you take advantage of services such as car washes at your job?

Not offered at my job

Don't offer that service

Not offered

Not offered here

What would you do if you had a flat tire?

Change it

Call AAA

Are there any situations that would deter you from using your vehicle? i.e. weather conditions, traffic situations?

Yes. Malfunctioning vehicle

Crazy weather. I usually will leave early or later from work depending on weather so I can avoid bad traffic.

No

Traffc sometimes will cause me to delay my trip, and heavy heavy snow(blizzards) would deter me from driving or leaving the house at all

What type of car insurance do you have?

State Farm

State Farm

State Farm

Geico for the past 20 years

None (Acuras are good, reliable cars… never break down)

Actually 21 years now I think about it. I had a ball joint break in the front suspension as I was towing a trailer moving from one apartment to another. That sucked. Was $400 to fix and a great inconvenience, as I had to actually unhook the trailer, and push it back to the parking space, and then wait an hour for a tow

Do you currently have a navigation system in your car?

Air/Heat, Power locks (when thinking about carrying stuff, especially Power windows and door locks, airbags, ABS, and security system. with the baby on the way, don't want to worry about trying to use the key to open the door)

Good: Riding with the windows down and the system up on a warm Describe a good or bad experience with autumn day. your car.

Bad: Vehicle accident.

Situation where truck was in front of me and a box flew off of the truck and went under my car. The box was stuck, so I had to veer the car to the left on the highway. The truck driver stopped and ran over just to get the load but did not give me any insurance information and I didn't have the nerve to make him give me the information because I was too shocked.

A few years ago I would have changed it, but now I would call for roadside assistance.

It depends on what type of attire I'm wearing as well. If it's a work day or I have on good clothes, I am definitely calling for help.

The incident happened in 2005, but I've never gotten my car fixed because the price it was going to cost me wasn't worth it especially since I could still drive the car.

I'd likely change it myself

I'd like an online engine maintenance tool. I'd like a tool that speaks to your car's computer by TCP/IP and calculates maintenance A car wash or maintenance service that you could sign up for, where A car wash or maintenance service that you could sign up for, where intervals, as well as sends you email when it's time for an oil change they would pick up your car on the scheduled date, take care of it they would pick up your car on the scheduled date, take care of it or belt change, or whatever, based on your actual driving habits, not and bring it back. and bring it back. just the manufacturers schedule. Your driving habits may require more or less maintenance than the schedule.

Accurate online traffic reports with rerouting options.

Are you a brand name shopper or do you research all types of possibilities?

Research all. Quality matters, but it must fit within the budget.

What brand names do you trust the most?

Major brands (like Columbia, Carhartt, Levi’s, Mike, K-Swiss)

State Farm, Sears, Fantasie of England (bras)

Do you like to get the extras when you purchase products? Maybe the free gift with purchase?

Don't really care

Don't really care

Definitely! Especially love buy one get one free deals

Sure, but don't have to have

What types of luxuries do you currently enjoy?

I don’t really enjoy luxuries. I would like to have a luxury car and a larger house.

Facials, Massages (Spa Treatments), Eating out, Brie

Don't currently have too many luxuries. Would LOVE to have a house fully furnished with Ethan Allen furniture and a Steinway piano

I world just love to live in a hot flat in NY and have a more reliable car.

Researcher. Especially not into companies that blast the brand name all over their products such as Coach.

In regards to cars, there are car brands like Volvo that I once trusted, but now find questionable. They have had a reputation of having very durable and stable cars, but with the new models which they put out to compete with the lower end Mercedes, they just look cheap to me; they look less like the luxury cars they used to be.

Brand Name Shopper

I tend to go with trusted brands

Bachrach (Clothes), Oracle, Ethan Allen, Ann Taylor (wife's clothes)

RIM (BlackBerry), Apple, DaimlerBenz, BMW, Canon, Krell, Denon, Samsung, and Whirlpool (among durable goods)

What is the greatest piece of technology ever created?

The Technics SL 1200 – MK2

The washing machine!

Microchip

I'd say the TCP/IP

Why?

From the time it was introduced, it has been the de-facto standard piece of equipment for vinyl DJs.

Can't imagine ever having to wash clothes by hand!

Where would most computer systems be without it?

It has enabled a completely new world of communication and connectivity

Do you own a TiVo or DVR?

No

No (don't really need)

No

Yes, a DVR

under the hood.

If there were any services offered online for your car, aside from just managing your car account or maintenance schedule, what would you like to see?

24

appendix b user interviews

25

PERSONA INTERVIEW

CHRIS

ENDIA

JOHN

TONY

Do you currently use any type of service that would allow you to control or program a device you have from your computer?

No

No

NO

No. unfortunately not.

How often do you clean or straighten up your house/apt?

The housekeeper comes in bi-weekly

Once a week (Saturdays mainly)

May do something once a month; wife primarily does housework

About once a week

Wine/Beer/Champagne?

All of the above!

Wine

Wine

Wine

Chocolate/Vanilla/Strawberry Ice Cream?

All of the above!

Strawberry

Chocolate

Strawberry

Coke/Pepsi?

Pepsi, unless I’m having a float

Coke

Coke

Coke

Favorite color?

Pink

Too many to choose from!!! Maybe Garnet (deep red) or Earth tones

Blue

Orange (Burnt Orange to be exact)

Favorite Cereal?

Pops

Yogurt Burst Vanilla Cheerios

Frosted Flakes

Cheerios

Favorite Sport?

Football

Football (watch); Volleyball (play)

Basketball

Baseball (although football is a close second)

Ideal Vacation?

Sleeping at home

Anything with spas and luxury! Two of my best vacations were in Italy and San Francisco. Even though they are two different places, the experiences were similar with being immersed in the environment and the whole experience of seeing glass blown in Italy and seeing how wine is made in the SF vineyards.

Remote island away from craziness of everyday

South of France! It's beautiful, near water, and a nice constant temperature

Ideal Evening?

House M.D., cocktail, thick steak with a baked potato, and sleep after

Ben & Jerry's Ice Cream and a good movie! Or maybe martinis and a good dinner with friends

Good dinner, jazz spot, quiet!

Dinner, movie, and some good sex

Hillary/Barack?

Barack. We don’t’ need a DemPublican in office!

Undecided

Barack

Barack. Barack because I think 8 years of Clintons was enough.

Plus right now, the country needs someone fresh and new on the scene. Hil is too polarizing (even if its based on nonsense) and I think that she's been somewhat inconsistent in her views over the last six years in congress

appendix c website inspiration

under the hood.

26