Presentation given during the 1st meeting of the Michigan Automotive & Mobility UX group on Thursday, 2/7/2019. Parrish Hanna of movotiv presented “10 Topics of Auto & Mobility UX” and the role that we as UX professionals play in these domains. Attendees include professionals from automotive OEMs, auto and mobility suppliers, design firms, Michigan universities, research companies, software companies and more. The group also discussed potential topics and speakers for future monthly meetings. Find more information and join the group here: https://www.meetup.com/MichiganAutomotiveUX/

1. Michigan Automotive & Mobility
UX

2. Tonight we will:
Explore the Impact of UX on the
Automotive & Mobility Industries
Define the Future of this group
Parrish Hanna Meeting #1
Michigan Automotive & Mobility UX

3. 3
10 TOPICS
AUTO &
MOBILITY UX
Michigan Automotive & Mobility UX

4. An experience is the relationship created between humans and
automotive and mobility products and services in the context of
interaction. Experiences result from touch points, channel and
platform interaction and build a lasting impression over time.
How the product / service / system
relates to you physically, mentally and
emotionally (Do, Think, Feel). How
does it make you feel?
Driven by user participation and
anticipates a user’s wants, needs
and expectations.
Focused on eliciting intentional
attributes that are agreed upon
throughout the org and
differentiated from others.
The culmination of brand
interactions over the lifetime of a
product multiple products or
through episodic uses.
Retail, advertising, packaging,
customer product service, everyday
product usage, mobile, etc.
DEFINING UX ACROSS THE INDUSTRY
4

5. “The future of UX is the future
of the conversation of
humans and systems.”
Tim Kobe

6. 6
10 TOPICS: AUTO & MOBILITY UX
PHYSICAL & DIGITAL
COCKPIT CONFIGURATION
DIGITAL
DESIGN
BROUGHT-IN
BUILT-IN
BEAMED-IN
PROFILE MANAGEMENT
CONSUMER
IDENTIFICATION
INTELLIGENT
SYSTEMS
DIGITAL
ASSISTANTS
FEATURES VS.
EXPERIENCES
DESIGNING FOR
ELECTRIFICATION
THE
SERVICES OF
MOBILITY
USER EXPERIENCE
MEASUREMENT AUGMENTED
REALITY
VIRTUAL REALITY
Michigan Automotive & Mobility UX

7. 7
PHYSICAL &
DIGITAL
COCKPIT
CONFIGURATION

11. A FEW OF THESE (OR) ALL OF THEM (OR) NONE OF THEM?

12. 12
DIGITAL
DESIGN

16. “Wearenotyettakingadvantageof
BigScreens”
“10 UX Challenges for the Next 25
Years”, Jakob Nielsen, 2018
They are unempowering people
Big screens = do more?
Need better dashboards, better information displays,
better decision-making aids
Without overwhelming

17. 17
FEATURES
VS.
EXPERIENCES

18. From product
feature-led
To user
experience-led

20. …a vehicle that connects
generations?

21. …a vehicle that encourages
productivity?

23. …a vehicle that promotes
wellbeing?

25. …a space that
connects people?

26. …an experience that
creates energy
instead of using it?

28. 28
BUILT-IN
BROUGHT-IN
BEAMED-IN

31. 31
DESIGING
FOR
ELECTIFICATION

32. 32

33. 33

34. 34
CASE platform
Connected
Autonomous
Shared
Electric

35. 35
PROFILE
MANAGEMENT
CONSUMER
IDENTIFICATION

41. 41
INTELLIGENT
SYSTEMS
DIGITAL
ASSISTANT

44. DAIMLER MOBILITY SERVICES

46. “Ourgoalistoprovide customers a
consistent experience withthebank,
whethertalkingtoateller, bankingby
phoneorusing anATM.”
Chief Strategy Officer, Bank X
1995

47. “Werecognize your patternsand
predict yournextactions. Soonwe
will anticipateyour needsandtake
action foryou.”
Chief Data Officer, Company X
2014

48. “Iamyourintelligent agent.You
andItogetherwill besomuch
better–mybetterself.”
Alexa, Siri, Bing, Charlie,
Cortana, Samantha, Bixby &
Google Assistant start a band
2017

49. EVOLUTION OF AUTOMATION

50. DESIGNING A PROBLEM SOLVING ALGORITHMS

51. 51
AUGMENTED
REALITY
VIRTUAL
REALITY

55. 55
THE SERVICES
OF
MOBILITY

56. MOBILITY SERVICE TYPES
56

58. 58

59. Source: NACTO

60. OEM MOBILITY PARTNERS, 2018

61. LOTS OF VEHICLE FLEETS

62. 62

65. FLEET OF ROBOTS

67. 07.02.2019 NEW CO CONFIDENTIAL – Presentation title

68. 68

69. “Everything connects–people,ideas,
objects …thequalityoftheconnection
isthekeytoqualityperse.”
Charles Eames

70. 70

71. 71
USER
EXPERIENCE
MEASUREMENT

72. Usable
Useful
InclusiveTime-on-task
Error Rates
Recall
Recognition
1st to Market
TGW
SUS score
Glances
Frequency
Universal Design
Accommodation
Learnability

73. Desirable
Usable
Useful
Uniqueness
InclusiveTime-on-task
Error Rates
Recall
Recognition
1st to Market
TGW
SUS score
Distinct
Brand affinity
Glances
Frequency
Universal Design
Accommodation
Clutter
Value
Familiar
Natural
Resonance
NPS
Brand Engagement
Personalization
Learnability

74. Usable
Useful
Uniqueness
InclusiveTime-on-task
Error Rates
Recall
Recognition
1st to Market
TGW
SUS score
Distinct
Brand affinity
Glances
Frequency
Universal Design
Accommodation
Clutter
Value
Familiar
Natural
Resonance
NPS
Brand Engagement
Personalization
Learnability
Desirable

75. Weplacevalueonwhatwecan
measureandshould domore
measuringofwhatwevalue.
What, how and when we measure and how we use and interpret the
results are crucial questions.
Who decides these things are crucial questions.
Data → Information → (culture of) Learning → (and cultivating) Wisdom

77. 77
NIO
A data server
A service delivery platform
A place to live
A robot
A digital companion
WHAT IS A CAR TODAY?

78. EMOTIONAL PRODUCT, SERVICE, SYSTEM – DESIGN & COLLABORATION
Parrish Hanna
Founder, movotive
e: parrish@movotiv.com
m: 847.668.9602
www.movotiv.com
THANK
YOU.
Michigan Automotive & Mobility UX

79. 1. On UX Nomenclature –
Towards Standardization
2. Other Contemporary UX
Challenges in Automotive
& Mobility / Which of 10 do
you feel strongest?
3. The State of UX @ the
Domestic OEMs
4. UX & Mobility @ The Big
Three
5. The State of UX @
Chinese OEMs
FUTURE MEETING TOPICS
79
6. The State of UX @
German OEMs
7. The State of UX @ Auto
Startups – focus on
Chinese and CA-based EV
companies, like Bordrin,
Rivian, NIO and others
8. The State of UX @ Auto
Integrators & Suppliers
9. About Heumen Design @
Harman
10. How to become an Auto
and/or Mobility UX
professional?
11. Auto UX Measurement
12. Best Practices in Mobility
Service Design
13. The UX of Automotive
Digital Components
14. The State of Global Auto &
Mobility UX Firms Detroit
Studios – IDEO, iconincar,
IMAGINATION, etc.
15. The UX of Driver
Assistance (DAT) – Levels
1-3

80. 22. Auto & Mobility @ Center
for Creative Studies (CCS)
23. Auto & Mobility @ Wayne
State
24. The basics of UX
principles and methods
FUTURE MEETING TOPICS
80
16. The UX of Level 4
Autonomy (AVs)
17. The UX of An Automotive
Digital Assistance
18. UX @ Waymo
19. The UX of Electrified
Vehicles (EVs)
20. UX at Uber & Lyft
21. Auto & Mobility @ U of M

81. 81