The rise of autonomous vehicles in the United States sparks both excitement and anxiety. Compounded by high road fatality rates, particularly highlighted in Statista's report, many American Gen Z (age 16-24 years) struggle to feel safe while driving on highways. Despite these concerns, adopting autonomous vehicles presents significant benefits. With 94% of crashes attributed to human error, AVs have the potential to reduce accidents by 90%, enhancing highway safety and potentially saving approximately $190 billion annually.[3] Automated driving systems also address the loss of 3.4 billion hours due to congestion in 2021, improving daily life efficiency. The main objective of this study is to comprehend factors influencing people's perceptions of autonomous and semi-autonomous vehicles. Through a data-informed service design approach, the research identifies opportunities to alleviate concerns and reduce anxiety about semi-autonomous cars.
