SlideShare a Scribd company logo
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...
We join the dots
@kevinmccull
www.plan.london

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UX for connected cars

  • 1. 00 XXX 2014 UX for Connected Vehicles Kevin McCullagh February 2016
  • 2. We help companies work out what to do next with their products ...and why
  • 3.
  • 4. Core message Where’s the future value? Infotainment Driver assistance Insurance data Vehicle health
  • 5. Peak of inflated Expectations Slope of enlightenment Plateau of productivity Time Visibility Technology trigger Trough of disillusionment Source: Gartner Hype cycle Warped lens
  • 6. 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
  • 7. Technology is not inevitable
  • 8. 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
  • 9. What excites us, often doesn’t convert into mass adoption
  • 11. 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
  • 12. 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
  • 13. 35%said they ignored parking assist Source: Automakers Spending Billions on Technologies That Many Consumers Don’t Use, J.D. Power, August 2015
  • 16. 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
  • 17. 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
  • 18. Ford is enabling third party apps through SYNC
  • 20. The answer is not more screens #SiliconValleyDoesn’tHaveAllTheAnswers
  • 22.
  • 23. 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
  • 26. Core message ‘Banishing the car from urban areas is becoming a common trend in many European cities.’ Jack Stewart, BBC Future news, February 2014
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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...
  • 32. We join the dots @kevinmccull www.plan.london