The Future of the Driving Experience
Nordkapp worked with a global automotive company to research the future of the driving experience by using various lean market research, foresight and customer insight methods to gather the knowledge and formulate a point of view and early concept descriptions. Also we validated findings with qualitative resonance tests among the selected two customer segments.
A qualitative and quantitative HMI research project for a Global Automotive Company in three continents — Asia, Europe and US with two main defined target customers—elderly and youngster drivers and their diverse needs for driving. Research included three screens; the info cluster, the heads-up-display (HUD) and the car infotainment system.
Scope of the work was to gain understanding from the future of driving experience in the digital and physical environment. We gathered insight from the market landscape, demographics and the future requirements of the driving experience from the end user perspective in order to form the design principles and drivers for the concept of near future HMI driving experience.
Outcomes
- Future insight report
- Concept creation
- User research
