The document discusses the challenges and innovations in automotive design, particularly in creating a user-friendly digital experience while prioritizing safety. It emphasizes the importance of convergence in integrating digital features into the driving context and provides insights on achieving effective voice recognition and personalizing user experiences. Key takeaways include making interfaces intuitive, minimizing distractions, and utilizing data for a tailored driving experience.

1. DESIGNANDSAFETY
CARUYCARUIANDS
AFETYCARUIDESIGN
ANUIDESIGNANDS
ARUSIGNANDSAFET
YCARUINDSAFETYC
ARUIDESIGNANDSA
FETYCARUIDESIGNA

2. TO SEE VIDEOS, VIEW
THE PRESENTATION ON
MY YOUTUBE PAGE.

3. THANKS TO OUR VETERANS.
WE APPRECIATE YOUR
SERVICE.

4. MAKE SURE TO GET
YOUR VETERANS
DAY CAMOUFLAGE
ICE CREAM FROM
BASKIN ROBINS
TODAY.

5. THANKS
FOR
COMING.
I’M EXCITED
TO BE HERE.

6. HI. I’M JAKE
ZUKOWSKI.
I AM AN
ASSOCIATE
CREATIVE
DIRECTOR
AT FROG.

7. 7
FROG’S HISTORY IS BUILT ON
40+ YEARS OF INNOVATION

8. FROG ISN’T AN AUTOMOTIVE-DESIGN
FIRM …

9. motorcycle concept Voice command and haptic navigation concept Mobile devices for the car
BUT WE LOVE
TO INNOVATE.
recharging station design In-dash digital automotive experience design Rich social mobile design

10. MY APOLOGY IN ADVANCE:
MY JOB IS TO PROVOKE
AND SOLVE

11. AND MAKE
PEOPLE SMILE.
11

12. WE’VE BEEN DRIVING FOR
DECADES NOW.
HOW DO WE GET PEOPLE TO
SMILE ONCE AGAIN?

13. THE HISTORY OF HMI
Analog
digital
web
phone
tablet
TV
gaming
consoles
automotive hmi

19. Analog
digital
web
phone
tablet
TV
gaming
consoles
automotive hmi

20. THE BIG IDEA:
PUT AN IPAD IN IT!

21. TESLA
MODEL S

22. TEGRA CAR
INSTRUMENT
PANEL
PERSONAL
INFOTAINMENT
ASSISTANT
CONCEPT

23. MYFORD
TOUCH

24. CARHOME
ULTRA
UNLOCKER

25. CAR HMI
STARTS
TO LOOK
LIKE
FINAL
FANTASY
XV

26. HOW IN THE WORLD DID WE
GET HERE?

27. immersive,
full attention
Analog
digital
web
phone
tablet
TV
gaming
consoles
automotive hmi
immersive,
full attention*

28. AUTOMOTIVE DIGITAL
DESIGN IS IN ITS
AWKWARD
TEENAGE
YEARS

29. acura
Analog
digital
web
phone
tablet
TV
gaming
consoles
automotive hmi
digital
web
phone
tablet
consoles
Converged
immersive,
full attention
immersive,
full attention*

30. WHAT IS
CONVERGENCE?

31. CONVERGENCE IS MELDING
WHAT’S GREAT ABOUT
DIGITAL WITH WHAT’S
GREAT ABOUT THE CAR.

32. CONVERGENCE IS AN
EXPRESSION OF A USER
EXPERIENCE THAT IS
GREATER THAN ITS PARTS.

33. CONVERGENCE IS
INCORPORATING DIGITAL
WHILE STILL HONORING THE
CONTEXT OF DRIVING.

34. DRIVING IS …

35. DRIVING IS ENJOYABLE

36. DRIVING IS DANGEROUS

37. DRIVING IS VISCERAL

38. DRIVING IS INTENSIVE

39. HOW DO WE ACHIEVE
CONVERGENCE?

40. PROVIDING FUNCTION
WHILE SIMULTANEOUSLY
MAINTAINING SAFETY

41. HOW DO WE COMPEL
SOMEONE TO KEEP THEIR
PHONE IN THEIR
POCKET…

42. WHILE MAKING
AVAILABLE ALL THE
FEATURES THEY DESIRE?

43. A CAUTIONARY TALE

44. IT’S NOT ABOUT
ASKING
CONSUMERS
WHAT THEY
WANT.

45. IT’S NOT ABOUT
SOLVING
PROBLEMS THAT
DON’T EXIST.

47. SO, HOW DO WE BUILD
EXPERIENCES THAT
HONOR CONVERGENCE?

48. I WISH I HAD AN EASY
ANSWER.

49. WHAT I DO HAVE ARE
TRENDS AND LEARNINGS
AND HOW TO DESIGN
FOR THEM.

50. ONE:
GETTING
INPUT IS
REALLY HARD

51. NOT LIKE
THIS,
PLEASE.
THE DAKOTA
PROJECT CAR

52. NOT LIKE THIS,
EITHER.
TESLA MODEL S

53. IF NOT KEYBOARDS,
THEN IT MUST BE…

54. VOICE!
NOTE: THIS IS A 2014 JAGUAR

55. SPEECH IS GROWING
According to IMS Research, 55% of all new motor
vehicles produced in 2019 will incorporate voice
recognition, up from 37% in 2012.
SPEECH HAS ISSUES
Speech is not mature enough today to be seen
as a completely viable alternative to more familiar
text entry methods.

56. AAA RANKED CURRENT VOICE
SYSTEMS ON A 5-POINT SCALE
OF DISTRACTION FOR COMMON
TASKS, WHERE LOWER SCORES
MEANT LESS DISTRACTION.

57. THE RESULTS WEREN’T GREAT
Listening to an
audio book
Honda
Blue Link
MyFord Touch
Mercedes
COMAND
0 1 2 3 4 5
Toyota Entune
Chevrolet
MyLink
Chrysler
Uconnect
Listening
to the
radio
Phone
Call

58. THE MAJORITY OF SYSTEMS
WERE FOUND TO BE INCREDIBLY
DISTRACTING—MORE SO THAN
HAVING A CONVERSATION ON
A HANDHELD PHONE.

59. ACCORDING TO THE AP, TWO
OF THE STUDY PARTICIPANTS
REAR-ENDED ANOTHER CAR
WHILE USING SIRI.

60. THE RESULTS WEREN’T GREAT
Listening to an
audio book
Honda
Blue Link
MyFord Touch
Mercedes
COMAND
0 1 2 3 4 5
Toyota Entune
Chevrolet
MyLink
Chrysler
Uconnect
Siri without
CarPlay

61. LOOKS LIKE CARPLAY LEARNED
ITS LESSONS FROM PREVIOUS
DESIGNS.

62. THINGS TO LEARN FROM
CARPLAY
- Launching the Messages app assumes you
are composing and not consuming.
- Screens are laid out for function over form.
- No distracting text on the screen. Ever.
- No text to confirm the message you want
to send.
- No text when the message is read.
- No preview text in the messages list view.

63. IF TYPING IN THE CAR IS
A PROBLEM, GET THE
DATA FROM ELSEWHERE.

64. TWO:
FIND EASIER
WAYS TO GET
DATA

65. THE
CLOUD
WILL BE
YOUR
FRIEND

66. THINGS YOU CAN GET
FOR VIRTUALLY NOTHING
- Driver’s name
- Driver’s social graph and pictures
- Driver’s hometown
- General affinities
- Favorite sports teams
- Frequented locations
- Music tastes and preferences
- Locale and currency

67. THREE:
MAKE YOUR
EXPERIENCE
SLIPPY

68. IN MOBILE AND WEB,
WE ARE TOLD TO MAKE
OUR DESIGNS STICKY.

69. STICKINESS
Web and mobile design is about encouraging the
user to stay longer and reinforcing return visits.
We can accomplish this through a number of ways:
- Compelling content
- Personalization of the app or website
- Building communities
- Adding games or challenges
- Linking to other content

70. FOR THE CAR, YOU NEED
TO MAKE THINGS SLIPPY.
MAKE IT SCANNABLY
BEAUTIFUL.

71. SLIPINESS
Car design is about encouraging the user to
forego attention as quickly as possible, spending
as little time as possible to accomplish a task.
- Clear understanding of context
- Content created for glancing
- Straightforward copy
- Streamlining processes
- Exposing all primary functionality

72. SLIPPY?
IHEARTRADIO

73. SLIPPY?
PANDORA

74. SLIPPY?
CARPLAY MESSAGES

75. SLIPPY?
PANDORA AGAIN

76. SLIPPY?
THE WEATHER CHANNEL

77. FOUR:
MAKE IT
PERSONAL
ONCE AGAIN

79. Just Kidding
FUTURE OF PERSONALIZATION:
CORNY DAD JOKES IN THE CAR!

80. BRINGING PERSONALIZATION
AND PREFERENCE INTO THE CAR
WITH YOUR PERSONAL DEVICES
WILL BE THE NORM.

81. WHAT CAN YOU DO WITH
PERSONALIZATION?
- Storing and retrieving preferences
- Remote features via an app interface
- Choose music we all would like
- Intelligently withhold information
depending on who’s in the car with you

82. FIVE:
ATTENTION IS
GREATER
THAN EYES

84. JUST BECAUSE YOU CAN
SEE THROUGH YOUR
SCREEN DOESN’T MAKE
YOUR DEVICE SAFE.

85. LOOK AT
HOW
DISTRACTED
HE IS IN
HIS OWN
VIDEO.

86. DON’T GIVE PEOPLE
COMPLEX TASKS TO DO
IN THE CAR.

87. WHAT CONSTITUTES A
COMPLEX CAR TASK?
- Reading an incoming text
- Reviewing what the voice system caught of
your speech, either in real-time or after-the-
fact
- Tweeting in the car
- Posing for a selfie
- Requiring ancillary decisions while on a
phone call

88. AND NOW, A
BRIEF, ANGRY RANT

89. SIX:
YOU MADE
EVERYTHING
TOO SMALL

90. POP QUIZ!

91. QUESTION:
WHAT IS THE OPTIMAL
SIZE FOR TEXT DISPLAYED
IN THE CAR?
ANSWER:
20 ARCMINUTES

92. THERE BE
TRIG
HERE.

93. YES, THE ANSWER “IT DEPENDS”
COULD WORK
The pixel size of text, icons, and other elements
depends on you knowing four things.
- Screen size
- Screen resolution
- Distance to screen
- Visual angle

94. AN EXAMPLE
Let’s say a digital screen in my car that is 800
millimeters away from my eye on a 10.2”
screen that displays at 1920x720. I want to
have text at the NHTSA-recommended 20
arcminutes.
I would need 54-pixel type.

95. ANOTHER EXAMPLE
Let’s say a projector’s cast is 10 meters away
from the furthest attendee, projecting a 100”
image that displays at 1920x1080. I want to
have text at a bit smaller 16 arcminutes.
I would need 60-pixel type.

96. SEVEN:
WINDSHIELD
AS ANOTHER
DISPLAY

98. CARS COMMUNICATING OUTWARD:
VEHICLES AS NETWORKED DEVICES
IS FURTHER OFF.
98

99. CARS COMMUNICATING INWARD:
THE HUD HAS BEEN AROUND FOR
A WHILE

100. NEAR-FUTURE TECHNOLOGY

101. FURTHER-FUTURE TECHNOLOGY

102. 1: GETTING INPUT IS REALLY HARD
2: FIND EASIER WAYS TO GET DATA
3: MAKE YOUR EXPERIENCE SLIPPY
4: MAKE IT PERSONAL ONCE AGAIN
5: ATTENTION IS GREATER THAN EYES
6: YOU MADE EVERYTHING TOO SMALL
7: WINDSHIELD AS ANOTHER DISPLAY

103. THANK YOU
@JAKEZ