Presentation material used at Kansei Engineering and Emotional Research conference in Kuching, Malaysia (KEER 2018) Link to paper: https://www.academia.edu/36206868/Kansei_Design_approach_applied_to_new_concept_development_stage_Establishing_communication_between_automated_driving_vehicles_and_their_surroundings

1. KEER 2018 - SARAWAK, MALAYSIA
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Kansei Design approach applied
to new concept development stage:
Establishing communication between automated driving
vehicles and their surroundings
Nikolaj Simeunovic1,2
Alexandre Gentner2
Aurélien Badoil2
Carole Favart2
Hideyoshi Yanagisawa3
Camille Jean1
Blabla
Div: Until: Indefinite
[1] [2] [3]

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CONTEXT
When interacting with vehicles, pedestrians highly rely on informal visual clues.

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CONTEXT
When interacting with vehicles, pedestrians highly rely on informal visual clues.
With autonomous driving (AD) vehicles, this visual information will disappear.

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CONTEXT
AD research covers:
• Recognition technology

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CONTEXT
AD research covers:
• Recognition technology
• Communication to occupants

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CONTEXT
AD research covers:
• Recognition technology
• Communication to occupants
• Communication to surroundings

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CONTEXT
“Acceptance”and“trust”are key challenges for automated driving technology
Vehicle-to-surroundings communication contributes to overcome these challenges
COMMUNICATION
CHANNEL

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COMMUNICATION
COMMUNICATION
TYPE
VISUAL NON-VERBALWRITTEN VERBAL

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COMMUNICATION
COMMUNICATION
TYPE
VISUAL
Sign, Video, Poster
NON-VERBALWRITTEN VERBAL

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COMMUNICATION
COMMUNICATION
TYPE
VISUAL NON-VERBALWRITTEN
Text
VERBAL

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COMMUNICATION
COMMUNICATION
TYPE
VISUAL NON-VERBAL
Gesture,
body language
WRITTEN VERBAL

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COMMUNICATION
COMMUNICATION
TYPE
VISUAL NON-VERBALWRITTEN VERBAL
Voice, sound

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COMMUNICATION
COMMUNICATION
TYPE
WRITTEN NON-VERBALVISUAL
Sign, Video, Poster
Gesture,
body language
Text
VERBAL
Voice, sound
Concept group A: Visual
Concept group B: Visual + Written
Concept group C: Visual + Non-Verbal
Concept group D: Verbal

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CONCEPT GROUP A: VISUAL
“Universal”language
Humanized feeling possible
VW ID ConceptMercedes-Benz F015SEMCOM Smiling car

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CONCEPT GROUP B: VISUAL + WRITTEN
Allow nuanced information
Targeted content
NISSAN IDS Concept TOYOTA Concept i SMART EQ Concept

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MARCH 2018
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CONCEPT GROUP C: VISUAL + NON VERBAL
Simple integration
Intuitive animations
AUDI AICON Concept AVIP - Chalmers Univ.FORD x Virginia Tech

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CONCEPT GROUP D: VERBAL
Targeted content
No need to look at vehicle
USTWO “A glance at the future of external vehicular sound”
Illustration: Gwer

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KANSEI DESIGN APPROACH
UNDERSTAND CREATE ASSESS

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KANSEI DESIGN APPROACH
UNDERSTAND
Participants
User
Design team
Desk research
Field investigation
Ethnography
...
Bring insights
for the new concept
development
Tools
Outcomes
Understand users, technology and context
e.g. Focus group interviews (field research)

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KANSEI DESIGN APPROACH
Participants
Tools
Outcomes
Generate content through iterations
CREATE
Design team
Idea gen. techniques
Interaction design
Service design
Automotive design
Multi-sensory design
...
Assist the generation
of new concepts
e.g. Result from brainstorming session (idea generation techniques)

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KANSEI DESIGN APPROACH
e.g. AttraktDiff by Prof. Hassenzahl (cognitive measurement)
Participants
Tools
Outcomes
Evaluate rational and emotional impact > UX score
ASSESS
User
Design team
Cognitive measur.
Behavioural measur.
Physiological measur.
Expert interviews
...
Assess and describe the
new concept

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KANSEI DESIGN APPROACH
UNDERSTAND CREATE ASSESS
Participants
User
Design team
Cognitive measur.
Behavioural measur.
Physiological measur.
Expert interviews
...
Assess and describe the
new concept
Design team
Idea gen. techniques
Interaction design
Service design
Automotive design
Multi-sensory design
...
Assist the generation
of new concepts
User
Design team
Desk research
Field investigation
Ethnography
...
Bring insights
for the new concept
development
Tools
Outcomes
Iterative process

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Approach for the project
Cycle 1: How to communicate? Cycle 2: What to communicate?
UNDERSTAND
CREATEASSES
S
UNDERSTAND
CREATEASSESS
UNDERSTAND
CREATEASSES
S
UNDERSTAND
CREATEASSESSIterative process
COMM.
TYPE
WRITTEN NON-VERBALVISUAL
Sign, Video, Poster
Gesture,
body language
Text
VERBAL
Voice, sound
Car status
Pedestrian has been
perceived
Vehicle’s intention
Suggestion to
pedestrian

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Process followed
Cycle 1: How to communicate?
UNDERSTAND CREATE ASSESS
Users
Design team
Empathy
Observation
Literature review*
Insights
Prioritization
Test cases
Design team
Card sorting
Brainstorming
Rapid proto.
4 interactive interfaces
2 storyboards**
Users
Design team
Attraktdiff***
SD scale
Behavioral observation
UX score
Trust
Appeal
Participants
Tools
Outcomes
WRITTEN
NON-VERBAL
VISUAL
Sign, Video, Poster
Gesture, body language
Text
VERBAL
Voice, sound
******

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Process followed
Cycle 2: What to communicate?
UNDERSTAND CREATE ASSESS
Design team
Literature review
Cycle 1 analysis
Concept directions*
Design team
Brainstorming
Proto.
Filming
6 concepts as videos
[incl. 360]** and
photoshop visualizations
Users
Design team
Attraktdiff***
SD scale
Interview
Trust
UX score
Appeal
Participants
Tools
Outcomes
Car status
Pedestrian has been
perceived
Vehicle’s intention
Suggestion to
pedestrian
******

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Model for non-verbal interactions
Impact of content on pedestrians’perception
Quantity of information > Find right balance
Automated vehicle communication content
Pedestrian perception
- presence
- distance
- relative position
Vehicle’s intention
- acceleration
- deceleration /stop
Vehicle’s suggestion
- crossing is safe
Pedestrians’perception
Understanding
- pragmatic qualities
Trust
Good experience
- appeal
- hedonic qualities
Automated vehicle – pedestrian interaction model

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Next steps
AD communication > Test communication in real situations
KD approach > Apply human centred approach in other technological contexts

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Thank you
Any questions?