This document focuses on designing future driving systems that prioritize user experience and safety through a human-centered approach. It distinguishes between traditional market research and design research, emphasizing the importance of developing insights for innovation. The content also highlights the need to understand unmet customer needs and the various factors impacting driving behavior.

1. Developing The Future of Driving
Smart Systems to and new value creation
Lead insights Keep Connected Drivers Safe
title slide
6 May, 2011
25 February, 2011
Michael Eckersley, PhD
Michael Eckersley, PhD
michael@humancentered.nt
mde@ku.edu

2. Contributors to this presentation include the following KU
graduate and undergraduate students in Design Management,
Interaction Design, and Industrial Design:
Bob Bartels
Nathan Borror
Cathy Clark
Brook Graham
Cozette Kosary
Maria Jose Misalem
Ross Dansby
Katrina Hickam
Kimberly McKenna
Justin Powell
Tim Seley
© HumanCentered 2004, All Rights Reserved

3. In most people's vocabularies,
design means veneer. It's interior
decorating. It's the fabric of the
curtains of the sofa. But to me,
nothing could be further from the
meaning of design. Design is the
fundamental soul of a human-made
creation that ends up expressing
itself in successive outer layers of
the product or service.
– Steve Jobs
© HumanCentered 2004, All Rights Reserved

4. Optimizing for the End-Customer
“The human-centered approach puts people’s needs first,
technology second. It focuses upon human activities. It
makes the technology invisible, embedded within activity-
specific information appliances. Simple, powerful,
enjoyable.”
–Donald Norman

5. Design Research and Market Research
“Discovery oriented design research, at its core, is about developing
usable insights for a design project. It is dangerous to confuse
traditional market research with design research; market research is
an end in itself, and is often judged on whether or not the research
told the firm anything new. Design research has a different,
perhaps more challenging goal: provide the design team /
management team the right inputs to create concepts and ideas that
are distinctive. This is an important, but subtle difference.”
– Jeremy Alexis, ID, IIT

6. Our task: “Tame” innovation
“You can’t Six-Sigma your way to high-impact innovation
–Bruce Nussbaum
Learning from
“Quality”
Statistical process control
TQM
Kaizen
Six-Sigma
© HumanCentered 2004, All Rights Reserved

7. conventional
create a develop sell them to
approach business offerings customers
“predict & provide”
>
bridge
>
human-centered deeply
develop build a
approach understand
concepts & business
“learn & respond” customers/
offerings around them
users
adapted from Vijay Kumar, ID, IIT

8. We know how to engineer amazing things
The harder problem today is knowing
what to innovate
Our task: Bring decisions about user experience
into the early stages of development.
Align strategic benefit with the consumer value
© HumanCentered 2004, All Rights Reserved

9. boundaries and systems contexts
s) ,
es ics
sin m y
f e ch n
(te
bu no ilit
as olo
co b
ib gy
(e via
ilit )
back stage
*
y
performance
front stage
performance
desirability
(customer
start here
experience)
© HumanCentered 2007, All Rights Reserved Interaction Design

10. problem & opportunity discovery:
unmet customer needs, wants
framed within business or
community objectives

11. Develop a Systems Understanding of The Problem
High
4 High Search:
environmental
global
3 & market
factors macro economic
2
market/industrial
Systems Scope
1
organizational
0 “street-level” issues & operations
physical/biological
1
socio-cultural
2 Deep Search:
human psychological
3 factors
spiritual
4
Deep
Learning Learning
(time)
Cycle 0 Cycle 1

12. Why do you drive? Describe your How do you feel in Are you a good
optimal driving your car? driver?
experience

13. Why do you drive? Describe your How do you feel in Are you a good
optimal driving your car? driver?
experience
Katrina Hickam, Travis White, Kimberly McKenna, Justin Powell

14. MariaJose Miselem, Cozette Cosary, Cathy Clark

15. MariaJose Miselem, Cozette Cosary, Cathy Clark

16. MariaJose Miselem, Cozette Cosary, Cathy Clark

17. Using
the
Phone
and
Driving:
Current
Behavior
92# %# Use
their
Phone
when
they
Drive
72#
%#
93# %# Would
block
Text
Calls
Music
Text
GPS
Email
36#
%# Feel
Safe
using
their
Phone
while
Driving 92#
%# Want
Usability
of
Phone
if
car
comes
to
a
complete
stop
52#
%#
72#
%# Send
out
Feel
Very
Unsafe
Automated
when
others
use
a
Messages
while
Phone
and
Drive
Driving

19. http://vimeo.com/16227154
Cathy Clark , Ross Dansby , Brook Graham, Cozette Kosary , MariaJose Miselem, Tim Seley

20. http://vimeo.com/16231494
Ross Dansby, Brook Graham, Tim Seley

21. www.slideshare.net/timseley/adaptive-intelligence-dansby-graham-seley-final-ixd-presentation-6216981
Ross Dansby, Brook Graham, Tim Seley

22. Developing The Future of Driving
Smart Systems to and new value creation
Lead insights Keep Connected Drivers Safe
title slide
6 May, 2011
25 February, 2011
Michael Eckersley, PhD
Michael Eckersley, PhD
michael@humancentered.nt
mde@ku.edu