00 XXX 2014 UX for
Connected Vehicles Kevin McCullagh February 2016

We help companies work out
what to do next with their products ...and why

Core message Where’s the future
value? Infotainment Driver assistance Insurance data Vehicle health

Peak of inflated Expectations Slope
of enlightenment Plateau of productivity Time Visibility Technology trigger Trough of disillusionment Source: Gartner Hype cycle Warped lens

Valley of oblivionRavine of demise
Time Visibility Peak of inflated Expectations Trough of disillusionment Slope of enlightenment Plateau of productivity Technology trigger Valley of oblivion

Technology is not inevitable

33%don’t use their head-up display
Source: Automakers Spending Billions on Technologies That Many Consumers Don’t Use, J.D. Power, August 2015

What excites us, often doesn’t
convert into mass adoption

Human
factor

Drivers are already facing information
overload 17,000Call-outs to the UK’s AA breakdown service per month from drivers baffled by unfamiliar warning lights Source: The AA, September 2015

Handsfree doesn’t mean safe Reduction
in reaction times 56%using a hand-held phone 46%using a hands-free phone 18% after drinking the legal limit of alcohol Source: RAC & Transport Research Laboratory, 2008

35%said they ignored parking assist
Source: Automakers Spending Billions on Technologies That Many Consumers Don’t Use, J.D. Power, August 2015

Sociology before
technology

Phone
factor

Slide 16Section Core message‘People want
the displays on the vehicle to look just like those on their phone.’ Tim Yeardon, Visteon Source: ‘Ask the Experts, ‘ www.cardesignnews.com, August 2015

60%of Chinese consumers said they
would be willing to switch car manufacturer if it offered full access to their applications, data and media Source: McKinsey Connectivity and autonomous Driving Consumer Survey 2015

Ford is enabling third party
apps through SYNC

Less
UI

The answer is not more
screens #SiliconValleyDoesn’tHaveAllTheAnswers

More natural interactions

More visceral interactions Source: Jaguar
Land Rover Bike Sense. Seat shoulder taps the rings a bicycle bell if it senses a cyclist near the car and Door handles ‘buzz’ to prevent doors being opened into the path of bikes

Contextual awareness Computers shouldn’t ask
questions they should be able to work out themselves

Mixed
economy

Core message ‘Banishing the car
from urban areas is becoming a common trend in many European cities.’ Jack Stewart, BBC Future news, February 2014

Richer mobility service ecosystem New
mobility modes Multi-modal apps Seamless payments 2003 London congestion charging begins 2004 ZipCar launches 1980s High occupancy vehicle lanes in the USA 1982 Athens Ring Odd/Even system 2014 London congestion nears pre-charging levels 2020 Paris to ban diesel cars 2010 Boris Bike scheme launched 2034 Hamburg to ban cars from centre 2030 Helsinki eliminates private-car ownership 2040 DfT expects 25% increase in traffic since 2015 Squeeze on car use Higher parking costs Congestion charging Lower speed limits Traffic-calming measures Stricter emission laws No-car developments Limited car zones More car deterrents and alternatives

Source: Mobility map 2km1km 5km
10km 15km+ Costandconvenience (Price / Comfort / Flexibility / Speed) Bus Scooter Tram Taxi Minicab Walk Luxury chauffeur Metro Bike Typical urban journey length Private car Dynamic minibus Uses data to determine routes and offer point to point pick-ups and drop-offs, e.g. Bridj Mobility services Hailable mini cab Mini cab that can be hailed with an app, e.g. Uber Action zone Motorbike Multi- modal payment Taxi hailing apps Parking services Multi- modal planner Navigation P2P car sharing Car owners rent their cars directly to other consumers, e.g. RelayRides Free- floating car sharing Cars are collected from and returned to, any parking space within a pre-defined area, e.g. DriveNow Shared Scooter Shared bike Micro car sharing For smaller (typically 3-5) pre-determined groups of users, e.g. Audi Unite Point-to-point car sharing Back-to-base car sharing e-bike Bicycle with integrated electrical motor for propulsion, e.g. GoCycle

Tallin experiment City gave its
430,000 residents free access to public transport in an attempt to get cars off the road, decrease congestion and make the city more accessible to low-income residents. +1.2%increase in demand for the service overall

Car sales at all time
high UK car sales hit all time record levels in 2015 Source: SMMT, 2015 1.75m 2007 2009 2011 2013 2015 1.85m 1.95m 2.05m 2.15m 2.25m 2.35m 2.45m 2.55m 2.65m +57%Forecasted rise in global car sales by 2030 Source: Euromonitor, 2015

2025 Change Less diesel, more
petrol hybrid Less pollution, more congestion More driver-assist technologies Apple and Google will own Infotainment Continuity Private ownership will remain the dominant model Slow growth of EVs, predominantly in city centre car clubs Driverless cars will be just around corner...

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