Automotive research
Driving better in-vehicle experiences
We help automotive brands understand how drivers and passengers use technology inside the vehicle, so they can build smarter, safer, more intuitive systems. From infotainment to navigation, voice control to app integration, we run research that shows what works, what confuses people, and what builds trust behind the wheel.
Drive safely through all steps of development
We have completed projects on a global level from early Axure prototypes to fully concluded benchmarks and everything in between.
Prototyping
- Proof of concept
- Low-fidelity prototypes
- Lab-based UX testing
UX Clinics
- Static UX testing
- Dynamic UX testing
Benchmarking
- Individual metrics design
- Implementation and
execution
App & web UX
- Agile UX testing
- International research
programs
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 doesn’t.
Research tools we use:
- Ethnography
- 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:
- Prototyping
- Rapid iterative testing (RITE)
- Usability / UX testing
- Expert review
- Card sorting & tree testing
- UX clinics
Related content
Read our latest news & insights
Case studies
3 considerations for accessible in-car UX research sessions
Adaptability, alternative setup options, and a prioritized task list are all helpful components to planning in-car research studies for populations with accessibility needs.
The role of AI in transforming the car-buying experience
Insights from CES 2024 highlight AI-driven changes in the automotive sales experience: customer-centric strategies, opportunities for personalization, and evolving business models reshaping the industry.
Case studies
