UX horse power

Over the last 20 years we have developed diverse approaches and concepts when it comes to advising automotive OEMs throughout interface development. We have worked in complex, global-scale projects with some of the top car brands. The continuous crossover OEM experience has furthered our auto-HMI expertise to your benefit.

Our experience in the automotive market


• Proof of concept
• Low-fidelity prototypes
• Lab-based UX testing

UX Clinics

• Static UX testing
• Dynamic UX testing


• Individual metrics design
• Implementation and execution

App & website UX

• Agile UX testing
• International research programs

Drive safely through all steps of development

We have completed projects on global level from early Axure prototypes through to fully concluded benchmarks and everything in between.

Explore & understand

The automotive industry has gone through an epic disruption with challenges galore. Autonomous driving, the sharing economy, and electric motorization require us to renew our understanding of car users and their needs.

Autonomous driving creates completely new user groups (passengers, pedestrians etc.) with new needs towards entertainment, functionalities, and communication.

Inform your new concepts by early user research data to understand how your products can better face future challenges and needs.

Understand and compare competitor features to learn what works and what not.

Research tools we use:


Contextual inquiry

Concept assessments

Focus groups

Comparative usability testing

Design & iterate

Outsource the building of functional test prototypes that work in connection with driving simulator software (i.e. for change lane tasks).

Test low fidelity prototypes and concepts in a lab-based setting for a quick and cost efficient turnaround.

Test your car’s holistic user experience in the only realistic setting – the road.

Run your static UX test right at our location and make use of these logistic advantages for observers, participants and tech setup.

Research tools we use:


Rapid iterative testing (RITE)

Usability / UX testing

Expert review

Card sorting & tree testing

UX clinics

Automotive insights

Remote UX research can reveal 5 key insights for auto manufacturers

While COVID and social distancing poses challenges to automotive research, it also provides unique opportunities to assess the in-vehicle experience and identify opportunities in future makes and models. User feedback on what they like, dislike, or find confusing about their current vehicle can...

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Four things to keep in mind when conducting on-the-road UX research

There are many facets of the technological renaissance currently underway in the automotive industry. Development in areas such as infotainment, connectivity, and autonomous driving are fundamentally altering the in-car experience; the extent to which these developments are implemented...

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