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case study
Assess usability of automotive mobile app workflows
An auto manufacturer wanted to evaluate specific features and workflows of two different mobile app prototypes. We were tasked with understanding user preferences and methods of communication with dealerships, as well as identifying the needs and expectations of users to improve mobile app usability and feature discoverability.
During one-on-one usability sessions, we asked participants to complete key tasks on the mobile application prototypes. We followed up by having participants compare specific features on the two prototypes. We collected feedback on first impressions, feature discoverability, usability, and general user experience.
Our research identified a clear preference for one of the prototypes and further identified user needs and expectations for the mobile app experience. The data we captured helped to inform the design approach and guide decisions for future development.
Automotive research
Over the last 20 years, 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.
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
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Four things to keep in mind when conducting on-the-road UX research
To successfully execute on-the-road driver experience research, it’s important to account for factors unique to the driving environment, such as the route or geographic location.
When designing an experience, are you really thinking about the customer first?
While every organization has constraints to consider when designing experiences for customers or users, designing the ideal customer experience is completely possible within those constraints. Begin by identifying the experience you want your customer to have and work “backward” from there.
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