As part of the Kingston’s University MSc Course in the Digital Studio Practice module we were working in a multidisciplinary group of students, i.e. UX, Game Development and Computer Animation.
The goal of the groups project was to find interesting, relaxing and ways to take your mind off the drive and make you feel safe at the same time.
For the purpose of designing the experience the group used the Mercedez-Benz F015 driverless car as the vehicle of choice, as creating a groups car was not the scope of the project.
The key objectives of the project were to research and identify the user requirements, analyse the collected data and design a high fidelity prototype for an in-car entertainment system.
As the UX RESEARCHER in the project I was tasked with researching the automotive market and the industry.
A study of the market was conducted about the existing situation in the driverless cars industry and obtained necessary information from the users about their concerns, needs and expectations. Furthermore, how the overall concept of driverless cars affect the people and what are the current discussions and needs in the driverless industry.
The qualitative and quantitative data gathered with the survey was organised with the affinity diagram, which helped disclose key overall themes. Affinity diagram helped the group process the qualitative data and group the data into categories. Raw data was captured on post-it notes organised in a particular order.
Emerging themes and patterns gave insights into user behaviour, their needs and attitudes.
The interpretation of this data was the basis for the creation of personas. Personas helped us to further understand user's viewpoint and identify specific users’ needs from certain situations and their attitude towards the driverless cars.
Deliverables: Research findings, Affinity Diagram, Personas, Final report.
Methods employed: Research, Survey
Team Members: Flew Thomas George, Hari Jain, Ionica Eugen Nicolea, McHugh Jack.
The whole project was presented on Driverless Cars Blog.