1 May 2014

Looking ahead in automotive UX with Mercedes

Be the first to share

Steve Tengler recently sat down the user experience folks at Mercedes’ Research and Development Center in Sunnyvale, California, and interviewed Paolo Malabuyo (Vice President of Advanced UX Design), Vera Schmidt (Senior Manager of Advanced UX Design), and Viviane Eide (Manager of UX Research).

An excerpt:

With customers in the connected world being bombarded with nearly throwaway, evolving, mobile electronics, does that change your traditional advanced research development view from 10-12 years in advance to 2-3 years?

PAOLO: Seven years ago the iPhone didn’t exist, right? So I think it would be hubris for any of us to say we know exactly how things are going to turn out 12+ years in the future. But there are realities that we need to deal with that bridge the 2-to-12-year gap. One end of the spectrum is the supply chain necessary to support the creation of these amazingly complex things that require tens of thousands of parts that get sourced from raw materials, which require a kind of planning and institutional muscle memory that companies like Mercedes have. The opposite end of the spectrum—the tech sector—moves much faster and is an ecosystem with nearly zero risk aversion. For instance, you just had to restart your [phone’s] recording app. That’s a product that came about in that ecosystem. Can you imagine having to pull over and restart a Mercedes after a fifteen minute drive ‘cause, well, a few things just went wrong? Completely unacceptable. So it’s up to us to figure out where the right experience bar is, and then work with the people who are experts on moving things through this process, negotiating between them and the people saying, “OK, the future looks like .”

VERA: You can see really well that we are trying to bridge this gap with the Digital Car. We are looking really far ahead—sometimes 15 years or more. We are trying to envision our ideas. This is really important because the technology is going so fast that if you always think, “OK, next year it’ll be this technology,” or “In five years, it’ll be …” then you will always be behind something else instead of coming up with your own ideas. And the connected device really [enables that]. If you have ideas now and you want to bring it to the vehicle soon—not only in 10 years—we try to accomplish it with this team by taking advantage of mobile devices and connecting them to the car to bridge that gap.

VIVIANE: I think it helps—as we are confronted with the issue that technology moves at autobahn speed—if you think about it this way: we are ultimately designing for the user, and humans don’t change that quickly. Our core desires remain fairly stable. So if I had to predict what would be a core desire in 2020, people probably [still won’t] want to waste time in traffic. So we like to think about those human, core desires and how can we use technology to meet them. But one distinguishing factor, even if we are developing faster and [creating] apps, is that we do not release beta versions and test them in the market. That is obviously not acceptable in the automotive market for safety reasons.

Be the first to share
2 July 2015
Interview with HTC’s head designer on experience design
Drew Bamford is the person responsible for making the ITC's experience design – how the company's devices feel and work like 'HTC phones' rather than just another Android handset. HTC's head designer's purvue is focused on …
1 July 2015
[Book] Drawing Energy
Drawing Energy: Exploring perceptions of the invisible Authors: Flora Bowden, Dan Lockton, Rama Gheerawo and Clare Brass. Editor: Rama Gheerawo. Royal College of Art, London, 2015 Free download - Free printed copy Abstract Drawing Energy describes a drawing-based research project …
19 June 2015
Nesta report and case studies on people-centred smart cities
For smart cities to reach their full potential, they need to focus on the citizens living in them, not just technology, write researchers Tom Saunders and Peter Baeck of Nesta, the UK innovation charity Traditionally, smart …
13 June 2015
[Book] Designing Connected Products
Designing Connected Products: UX for the Consumer Internet of Things By Claire Rowland, Elizabeth Goodman, Martin Charlier, Ann Light, Alfred Lui O'Reilly Media, May 2015 726 pages [Amazon link] Abstract Networked thermostats, fitness monitors, and door locks show that the Internet …
13 June 2015
Examining the proliferation of magical narratives in technology
There has been a lot of talk about magic lately in critical, cultural and technological spaces; what it does, who it is for, and who are the ones to control or enact it. As a …
2 June 2015
The user experience of binge watching (and other behavioral shifts in the multiscreen home)
Today, consumers are prepared to spend significant amounts of time binge watching because they can determine their own viewing schedules, allowing them to watch what they want, when they want, writes Colin Morrison, Vice President …
28 May 2015
The driverless car push ignores challenges of people and context
Autonomous or driverless cars are based on a technology push strategy. Beyond statements like “freeing up time”, “reducing accidents” and some simple scenarios on “remote parking” or “vehicle sharing”, there is far too little thought …
25 May 2015
A Bauhaus-inspired, human-centered internet of things
In a short opinion piece in The Guardian, Jenny Judge and Julia Powles state that the Bauhaus movement could be a model for a more human-centered internet of things: "Back in the early 20th century, the …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

See all articles