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BVM 2015

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On November 27, 2015 during BVM (which took place in Germany), Visteon’s Judy Blessing presented the topic of UX and the ideal customer experience (user experience)”.

Published in: Automotive
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BVM 2015

  1. 1. Strictly Private and Confidential Der Autoinnenraum der Zukunft – Ideale User Experience bei Visteon Judy Blessing, Visteon Innovation & Technology GmbH Source of Picture: Marketing-mob.de
  2. 2. Visteon Proprietary2
  3. 3. Visteon Proprietary Agenda • Visteon auf einen Blick – Fast Facts / Core Business • Stellenwert von UX bei Visteon – ein Blick auf die letzten 5 Jahre: Von „Usability“ zu UX (From Usability to UX) • Verständnis von UX bei Visteon (How we Define UX) • Wie wird UX erhoben (Modelling, Research Methodology, Examples) • Umsetzung der Ergebnisse in der Produktentwicklung (How we create products based on consumer insights) • Lessons Learned 3
  4. 4. Visteon Proprietary Visteon – Fast Facts +11,000 EMPLOYEES MANUFACTURING LOCATIONS22 3.0B CONSOLIDATED ANNUAL SALES $ 21OPERATING IN COUNTRIES ARGENTINA, BRAZIL, BULGARIA, CHINA, FRANCE, GERMANY, HUNGARY, INDIA, JAPAN, MACEDONIA, MEXICO, PORTUGAL, RUSSIA, SLOVAKIA, SOUTH AFRICA, SOUTH KOREA, SPAIN, THAILAND, TUNISIA, UNITED KINGDOM, UNITED STATES 9 GLOBAL TECH CENTERS 14REGIONAL TECH CENTERS 4
  5. 5. Visteon Proprietary5 Instrument Clusters Head-Up Displays Telematics Cockpit Domain Controllers Information Displays Audio Infotainment Company Now Singularly Focused on Cockpit Electronics Broadest Portfolio in the Industry Electronics Visteon – Core Business
  6. 6. Visteon Proprietary From Usability to UX Multitude of research projects on usability (static & dynamic driving situations) Since 2003 proprietary and tested methodology, repeated annually and global Since 2010 usage of experiential research globally  From single focus to holistic UX understanding  Visteon Research Tool Kit: Consumer Centric and Proven 6
  7. 7. Visteon Proprietary7
  8. 8. Visteon Proprietary8 And WHY is this so important? • The clarity, simplicity, and aesthetic of electronic systems in the car that consumers interact with should be more important to manufacturers. • They should see it as a major opportunity to bring moments of joy and delight to customers. • These are systems that allow us to physically interact with their brand. These should not be ugly exercises of frustration. They should exude the brand with every interaction. • When I get in a Ferrari California and I turn on the stereo, or adjust the climate control, it should feel like Ferrari. (- Or as in this example, like a Bugatti) Source: http://oppositelock.kinja.com/the-battle-for-the-automotive-user-interface-1561599359
  9. 9. Visteon Proprietary UX  Subjective (hedonistic) and objective (pragmatic) elements USABILITY PERCEIVED QUALITY BACKGROUND System / Service, Updates = “Features” „FIRST TOUCH“ (Dealer Selling) SOCIETY (MEANING) EXPECTATIONS How we Define UX Diverse Sources: Visteon, Connect 2014, OEM UX comparison, „ Der User Experience (UX) auf der Spur: Zum Einsatz von www.attrakdiff.de 9
  10. 10. Visteon Proprietary • Research that attempts to understand consumers both emotionally and pragmatically • Explores the relationships between consumer / product using a unique blend of participatory and generative techniques • Identifies the specific attributes essential to creating an ideal experience • Goal: • Understand the ideal experience for a consumer when using a specific product / service, which consists of… • …emotional needs and desires • …tangible features / attributes Uniqueness Connectivity ReliabilitySimplicity Safety Individualization Experiential Research – Our Approach • Visually represent this complex information in an easy-to-use graphic: • Helps create a universal design language between all team members (project managers, engineers, designers, etc.) 10
  11. 11. Visteon Proprietary Methodology Where we get the data What we do with the data How we communicate the data Recruit Participants Participants chosen based on targeted segments of the study Prime Participants Conduct Interviews Online homework and imaginary exercises Participants discuss homework and describe ideal experiences Code Data Qualitative data is coded to facilitate pattern recognition Identify Patterns & Define Codes Identify Themes High frequency codes reveal key patterns and meetings Similar patterns are grouped together to define succinct themes Bucket Themes Related themes are grouped to distill information Explore Relationships Create Visual Model Relationships examined to reveal causality and hierarchies Visual language is developed to communicate relationships and findings 11
  12. 12. Visteon Proprietary Visteon’s Portfolio of Recent Experiential Research Vehicle- Focused Product- Focused Global Regional CH, IND, F, GER, JP Global Cockpit (2011) Global Electronics (2013) US Car Sharing (2013) Mobility- Focused Country-Specific US Electronics (2010) GER Electronics (2012) FR Electronics (2012) US Autonomous Driving (2014) 12
  13. 13. Visteon Proprietary Global Model – Regional Differences Robust Uniqueness Connectivity ReliabilitySimplicity Safety Individualization Prestige 13
  14. 14. Visteon Proprietary Well Being PLEASURE The controls and displays in my car flatter my senses – I´m familiar with every visible and acoustic element. COMFORT I want to feel good, be at ease in my car. I don't want to tear my hair when I need an Information. I like all the information within reach. SERENITY I feel calm and relaxed in my in-vehicle space. I am in a state of serenity and inner happiness: I feel good, I feel like home. Calm Relaxed Easy to useBeing at ease Association to Key Dimensions - Example 14
  15. 15. Visteon Proprietary Experience Models and Research US Electronics (2010) GER Electronics (2012) FR Electronics (2012) Consumer Clinic (2013) Consumer Research Chicago • Kerpen Consumer Clinic (2014) Consumer Research Shanghai • Cincinnati Global Electronics (2013) Consumer Clinic (2015) Consumer Research Kerpen 15
  16. 16. Visteon Proprietary How We Create Products Based on Consumer Insights Source: Visteon proprietary Consumer Studies 2010-2012 in different regions Intuitive User Experience Regionally Different 16
  17. 17. Visteon Proprietary Lessons Learned • Take into consideration that expectations dynamically change! • UX must respect holistic examination! • UX is always front end and backend related! • UX foundations are global – but must consider local front end differences! • UX is only subjectively measurable at the moment! 17 Quote: Susan Dray
  18. 18. Visteon Proprietary  Vielen Dank für Ihre Aufmerksamkeit! www.visteon.com Any questions, pls contact: Judy Blessing, Manager Market & Trends Research Europe (jblessin@visteon.com; +49 (0)2273 595 - 2651) 18

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