Presentation by Zach Pousman, Director of Strategy and UX at IQ (based in Atlanta). I present a case study of a new product that provides detailed driving history data and aggregates and presents it to drivers. What do drivers care about? What kind of product would they want? We invited some drivers to participate in a co-design activity and help us design a *usable* and more importantly *useful* product.

1. Case Study:
Telematics Dashboard
Zach Pousman IQ Agency
www.iqagency.com
Director of Strategy & UX
@thinky on twitter

2. What do drivers care about?
Involving them in the process
UX deliverables
Final app design

3. Motto:
“People are
not robots.”

4. Efficiency?

5. Do they want to have fun?

6. Understanding drivers
Photo credit: 'Bruce Weiner Microcar Museum' (Isetta 1958)

7. Understanding drivers
Photo credit: 'Bruce Weiner Microcar Museum' (Isetta 1958)

8. OMG Awesome, amirite?!
Photo credit: http://www.flickr.com/photos/toastforbrekkie/

9. Understanding drivers
Photo credit: 'Bruce Weiner Microcar Museum' (Isetta 1958)

10. [Current Application]

11. [Current Application]

12. Create meaning from
raw data
WISDOM
MEANING
KNOWLEDGE
INFORMATION
DATA
Copyright © 2011 by IQ Agency 12

13. ... and match with deeper
interactions
WISDOM CONFIDENCE
ENGAGEMENT
MEANING
KNOWLEDGE ACTION
INFORMATION UNDERSTAND
DATA VIEW
Copyright © 2011 by IQ Agency 13

14. Target Audiences
HOUSEHOLD ‘FLEET’ MANAGER
Many multi-car households assign someone to be in charge of the vehicle sphere.
Especially with teen drivers, parents have concerns about whether their children’s
vehicles are in good working order. As well, they have worries about how well their
kids drive, asking rhetorical questions like “Did they arrive safely?” “Are they
(still) speeding around town?” and, to a lesser extent “Are they breaking their
curfew or going places they shouldn’t?”
Parents spend a lot of time and energy building trust with their teens, so adding
in-Drive is delicate, since it can harm the balance of trust.
PASSIONATE DRIVER
A younger audience, and predominantly men, is focused on driving as an
activity. They purchase cars because of how well they handle. They care about
acceleration, g-forces, and their driving habits for their own sake.
SUSTAINABILITY-MINDED
Predominantly urban, and mostly female, this population is concerned with
maximizing their mileage per gallon, their driving efficiency, and use these
metrics as a way to quantify how well or poorly they (and their friends) drive.
Copyright © 2011 by IQ Agency 14

15. Include
end-users

16. Include
end-users?

17. Design is messy
Co-creation & Co-design
User as design partner
Traditional usability testing
User as experimental subject

18. Move up the design hierarchy
From Stephen Anderson [poetpainter.com]
Meaningful
Pleasurable
Convenient
Usable
Reliable
Functional

19. H
O
T
TI
APPLICATION DESIGN MAXIMS
P!
ELEGANT FAST SIMPLE
The aesthetic is clean, almost The app should load quickly. The The app is as complicated as
spartan. Our job is to bring a first screen an inspiring zen-like necessary but no more. The
user’s data to life, to let it speak. dashboard. It should be fast to get experience should be easy and it
The data should be the hero, and a an overview (and move on with should always be clear what do to
user should feel excited and life) or, sparked by something next. Features are where they
engaged as he or she explores. interesting or an alert, dig in and should be -- when you look for a
explore. feature, the first place you look
Data should be labeled, so that a should be the place it's found.
user knows what is being shown HELPFUL
and data tables should be The app is cheerful and helpful. If there is a simpler way to do
available. We want it to feel nearly something we do it (even if that
clairvoyant, which is the sum total means a 0.01% edge case is
Fonts matter and the little of the UX, the design, and the app frustrating or even impossible).
function icons are also important. features. The app doesn't talk
The colors scheme(s) should down to users but it does help FUN / ENJOYABLE
enhance the experience, not be an them when they ask for it. This is an up-market product.
experience, so we recommend a Drivers will come here with needs
minimal or monochrome main The application should be chock and tasks to accomplish, but
palette. We reserve red-yellow- full of tips and tricks, helping they’ll return again and again if we
green for status indicators. people to use the data that’s make the experience fun and give
collected, and leverage ‘smart the app a bit of personality.
defaults’ for settings.
Copyright © 2011 by IQ Agency 19

20. Card sort &
Dashboard Design
J. Rode et al.
ʻFuzzy Feltʼ
Ethnography

21. 5 participants
40-60 year old women
Moms of teen drivers
High HH income
Savvy but not ‘techy’

22. ‘Safety’
J. Rode et al.
ʻFuzzy Feltʼ
Ethnography

23. ‘Guilt’
J. Rode et al.
ʻFuzzy Feltʼ
Ethnography

24. ‘Trust’
J. Rode et al.
ʻFuzzy Feltʼ
Ethnography

25. Wireframes + Final Design

26. P.10 HTI_InDrive_Wireframes_v2.3 | Dashboard - Multi Car Modified on Fri May 20 2011
NOTES | PSD 2c | PSD 2b - MB designed by
This page is available for Mercedes Benz
<F.Name, L.Name> A Car Selector:
<Year Make Model> img
Feature shall only be available on accounts with
multiple cars. On Click, system shall display a
drop drown list with other available vehicles to
A select:
My Account | Logout
Vehicle Health - Nancy
Dashboard
Overview Diagnostics Diagnostics Summary
<F.Name L.Name>
<Year Make Model> img
Change Car
Driving Reports Radiator Electrical Service Required
Wiring Emissions lorem ipsum
Breaks: 20%
Vehicle Health <F.Name L.Name>
<Year Make Model> img
Battery
Oil: 10%
Family Monitor Emissions
All Other Systems OK
<F.Name L.Name>
Tires 30% OFF <Year Make Model> img
Next Oil Change
10% OFF
Powertrain
Mechanical Breaks Next Scheduled Maintenance
<F.Name L.Name>
<Year Make Model> img
Family Monitoring - Family
Nancy Michelangelo Lucy
Tip lorem ipsum <Year Make Model> <Year Make Model> <Year Make Model>
img img img
4 Alerts 2 Alerts 3 Alerts
Lorem ipsum dolor sit
amet, consectetur Current Location Current Location Current Location
adipisicing elit, sed
+ Satellite + Satellite + Satellite
do eiusmod tempor
incididunt.
Arrived: 45min ago Arrived: 3hrs ago On the go: 10min ago
<Fence Name> <Fence Name>
A
My Driving - Nancy | This Week
Week Total Miles: 263mi Max Speed: 87mph
Stats Avg. Trip: 34mi Avg. Speed: 43mph
Combined MPG: 33
WED 20 THU 21 FRI 22 SAT 23 SUN 24 MON 25 TODAY 26
50 50 50 50 50 50
40 40 40 40
30 63mi 30
40mi
40mi 38mi
30mi
32mi
20mi
2 Trips 4 Trips 4 Trips 2 Trips 2 Trips 4 Trips 4 Trips
Miles / Day
Miles / Day Map It Map It Map It Map It Map It Map It Map It
Map It! Map It! Map It! Map It! Map It! Map It! Map It!
Footer
IQ Interactive 280 Interstate North Circle SE, Suite 300, Atlanta GA 30339 p 404.255.3550 f 770.956.8014 iqinteractive.com
Copyright 2011 IQ Interactive Confidential and Proprietary

27. Modified on Fri May 20 2011
<F.Name, L.Name>
<Year Make Model> img
A
My Account | Logout
Vehicle Health - Nancy
Dashboard
Overview Diagnostics Diagnostics Summary
Driving Reports Radiator Electrical Service Required
Wiring Emissions lorem ipsum
Breaks: 20%
Vehicle Health
Battery
Oil: 10%
Family Monitor Emissions
All Other Systems OK
Tires 30% OFF
Next Oil Change
10% OFF
Powertrain
Mechanical Breaks Next Scheduled Maintenance
Family Monitoring - Family
Nancy Michelangelo Lucy
Tip lorem ipsum <Year Make Model> <Year Make Model> <Year Make Model>
img img img
4 Alerts 2 Alerts 3 Alerts
Lorem ipsum dolor sit
amet, consectetur Current Location Current Location Current Location
adipisicing elit, sed
+ Satellite + Satellite + Satellite
do eiusmod tempor
incididunt.

28. Family Monitoring - Family
Nancy Michelangelo Lucy
Tip lorem ipsum <Year Make Model> <Year Make Model> <Year Make Model>
img img img
4 Alerts 2 Alerts 3 Alerts
Lorem ipsum dolor sit
amet, consectetur Current Location Current Location Current Location
adipisicing elit, sed
+ Satellite + Satellite + Satellite
do eiusmod tempor
incididunt.
Arrived: 45min ago Arrived: 3hrs ago On the go: 10min ago
<Fence Name> <Fence Name>
A
My Driving - Nancy | This Week
Week Total Miles: 263mi Max Speed: 87mph
Stats Avg. Trip: 34mi Avg. Speed: 43mph
Combined MPG: 33
WED 20 THU 21 FRI 22 SAT 23 SUN 24 MON 25 TODAY 26
50 50 50 50 50 50
40 40 40 40
30 63mi 30
40mi
40mi 38mi
30mi

29. Arrived: 45min ago Arrived: 3hrs ago On the go: 10min ago
<Fence Name> <Fence Name>
A
My Driving - Nancy | This Week
Week Total Miles: 263mi Max Speed: 87mph
Stats Avg. Trip: 34mi Avg. Speed: 43mph
Combined MPG: 33
WED 20 THU 21 FRI 22 SAT 23 SUN 24 MON 25 TODAY 26
50 50 50 50 50 50
40 40 40 40
30 63mi 30
40mi
40mi 38mi
30mi
32mi
20mi
2 Trips 4 Trips 4 Trips 2 Trips 2 Trips 4 Trips 4 Trips
Miles / Day
Miles / Day Map It Map It Map It Map It Map It Map It Map It
Map It! Map It! Map It! Map It! Map It! Map It! Map It!
Footer

30. My Account | Logout
Today's Family Snapshot
Dashboard Satellite Nancy
+ Refresh
img
<Year Make Model>
Driving Reports At College
3hrs ago
Vehicle Health College Fence(s): ON OFF
A Home
Family Monitoring
Monitor Track: Show
ON Hide
OFF
Alert History
Michelangelo
<Year Make Model>
img
At Airport
20min ago
Fence(s): ON OFF
Work Track: Show
ON Hide
OFF
Boyfriend
Lucy
<Year Make Model>
img
On the go
10min ago
Boyfriend
Fence(s): ON OFF
Airport
Track: Show
ON Hide
OFF
Fences + Add Fence Fence Alerts View Full History
Name Days / Times Type Status Edit Alerts - Last 5
S, M, T, W. T, F, S • Enter, Exit Edit 1/1/10 4:30pm
Home Enabled Left <Fence Name or Address
10:00pm - 10:00am • SMS, Email Delete
1/1/10 4:30pm
S, M, T, W. T, F, S • Enter Edit Left <Fence Name or Address
College Enabled
1/1/10 4:30pm B
10:00pm - 10:00am • Email Delete
Left <Fence Name or Address
S, M, T, W. T, F, S • Exit Edit

40. Thanks!
Questions?
Zach Pousman
Director of Strategy & UX
@thinky on twitter