1. The document outlines a process for developing personas for user research, which includes brand research, literature research, technology trend analysis, user interviews and questionnaires, lifestyle studies, and persona generation. 2. It provides an example persona named Gurubhai, a 48-year-old married businessman from Surat, India in the jewelry industry. The persona details his traditional values, family and business background, and priorities around ensuring comfort for his family. 3. Following the persona, the document discusses mapping Gurubhai's information needs, which include staying connected, organized, informed and entertained as well as needs related to driving, personal information, and socializing. It then outlines concepts for an information layered interface.

1. Process
1
Brand Research 1902 to present
2 Literature Research
Technology Trend Timelines, HCI and HMI, Ergonomic Study
DRIVE : AUTO_
Medicine delivered via fruit
Fully auto-piloted cars
First unambiguous contact with Extraterrestrial life
Moon base the size of a small village
Robots superior to humans
Smart yoghurt
1
2
3
SPACE
EARTH
Space elevator
V
Android gladiators
NUCLEAR
POWER
STATION
Supercomputer as fast as a human brain
Hotel in orbit
Use of nuclear fusion as power source
Robot gardeners
2006
2011
2021
2031
3
2041
2051
User Research Contextual Interview, Questionnaire, Lifestyle Study

2. Process
4
Persona Generation
PERSONA 1:
Gurubhai
Demographics:
Male
48 years
Married and settled with family
Surat
Values and Attitude:
Traditional outlook
Wants value for money
An uncanny business sense
Street-smart
Gurubhai
a traditional
businessman
Gurubhai hails from a
respected Gujarati business
family. It was his late grandfather
who laid the foundation of their
jewelry business, when he left his
native town and moved to the big
industrial city of Surat. Today
Gurubhai carries forward the
family legacy in the form of a
sprawling jewelry business.
Gurubhai is not very educated
but indeed he is street-smart. He
has earned his wealth through sheer
business acumen, building upon the
work done by his father. He
commands respect and admiration
whenever he visits his ancestral
town.
However, all this adulation has
not changed him as a person.
Gurubhai still prefers to travel in his
old Ambassador and wear simple
suits. At core he is still very
traditional and has not forgotten
his roots. His home gives a glimpse
into his family’s ethnic sensibilities.
His wife takes a keen interest in
1
5
Concepts
decorating the house and if you
visit, you will be enamored by their
hospitality. To add on Gurubhai
likes being in a thick network of
people. He prefers staying in the
central business hub of the city in
spite of the fact that he has
property in posh areas.
Gurubhai is a family man and
loves his daughter Latika. He leaves
no stone unturned to ensure the
comfort of his family. As he says,
“When Latika gets married; I have
promised her that wedding would
all be that she has dreamt of… I
will gift the man of her dreams the
finest car… there will not be any
scope of any unfulfilled wishes”.
For Gurubhai, if his prospective son
in law is wealthy and from a
respected family, then nothing else
matters.
Gurubhai has no qualms in
splurging for his wife and children
but wants maximum value out of
the proposition. When it comes to
his choice of car for gifting, he
wants a wide array of features
and options. If he thinks that he is
getting much more than what he is
paying for, he will take it.

3. Concept
Persona Need Mapping
Information Needs
Key Points
Information Layering
First Level
Second Level
Concept Animation

4. Persona Need Mapping
Being entertained
- enjoying personal music preferences
- de-stress
Socializing
- networking at work
- relaxing with friends
- attending social invites
Staying connected
Never getting lost
- with family, friends, colleagues
- remaining accessible
- locating a destination
- going on drives
Staying informed
Staying organized
- updated with schedule
- planning things
- access to information anytime
- contextual information

5. Information Needs
Driving-related
Speed
Fuel level
Distance
Way-finding
etc.
Personal
Audio
Phone
Geo-tagging
Mails
Updates

6. Key Points
We aimed at simplifying the dashboard in terms of form, interaction and presentation of information.
An important consideration was how much information people can grasp at varying speeds. Based on this
observation we made detailed information appear only at low speeds when driver overload is relatively less.
We have used dynamic digital displays on the steering wheel and on the dashboard panel to minimize the space
required for controls on the dashboard
The on-steering display is easier to reach for the driver. Any interference with airbag is addressed by using thin-film
display technology like OLEDs or E-Ink, resulting in simpler mechanics
The on-panel display displays GPS navigation system and context-specific information like call details, audio details
etc. Any alert or warning related to vehicle parameters is also shown here
A second set of controls mirroring the ones on steering, has been provided on the panel for the convenience of
co-passenger but it would use the on-panel display. At a time either the driver or the co-passenger can access the
controls

7. Information Layering
In-vehicle environment control
Personalized Entertainment
Integration of communication device
Navigation Assistance
Configure display settings
Notifications from Twitter,
Facebook, webmail etc.

8. First Level

9. Second Level: On-steering display
Menu-based presentation of
feature options

10. Second Level: On-steering display
Re-arranged display for more
screen area for selection.
Cadillac Logo acts as Home

11. Second Level: On-steering display
Selected option gets highlighted

12. Second Level: On-steering display
Control options based on
selection

13. Second Level: On-panel display
The on-panel display is used for sat-nav and for
notifications like alerts, warnings, reminders etc.
It gives a condensed view when the user is occupied
with driving.

14. Second Level: On-panel display
Details are available only when the user prompts or
in an automatic manner at low speeds

16. Our special thanks to
Mamta N Rao
Makarand
Makarand (GM Bangalore)
Abhishek (GM Bangalore)
Dr Ghoshal
Ravishankar
Dr Jignesh
Achutha Rao
Era Poddar
Jagarity G
Paul
Sandeep Sangaru
Nibu George
Radha M

17. Thank You