UX for Connected Vehicles Kevin McCullagh
00 XXX 2014 February 2016
We help companies work out what to do next with their products ...and why
Core message
Where’s the future value? Infotainment Driver assistance Insurance data Vehicle health
Visibility
Hype cycle Warped lens Peak of inflated Expectations
Plateau of productivity
Slope of enlightenment
Trough of disillusionment Technology trigger Time Source: Gartner
Visibility
Valley of oblivion
Peak of inflated Expectations
Plateau of productivity
Slope of enlightenment
Trough of disillusionment Technology trigger
Ravine of demise
Valley of oblivion Time
Technology is not inevitable
33%
don’t use their head-up display
Source: Automakers Spending Billions on Technologies That Many Consumers Don’t Use, J.D. Power, August 2015
What excites us, often doesn’t convert into mass adoption
Human factor
Drivers are already facing information overload
17,000
Call-outs to the UK’s AA breakdown service per month from drivers baffled by unfamiliar warning lights
Source: The AA, September 2015
Handsfree doesn’t mean safe
Reduction in reaction times
56% 46% 18%
using a hand-held phone using a hands-free phone after drinking the legal limit of alcohol
Source: RAC & Transport Research Laboratory, 2008
35%
said they ignored parking assist
Source: Automakers Spending Billions on Technologies That Many Consumers Don’t Use, J.D. Power, August 2015
Sociology before technology
Phone factor
Section
‘ People want the Core message displays on the vehicle to look just like those on their phone.’
Tim Yeardon, Visteon
Source: ‘Ask the Experts, ‘ www.cardesignnews.com, August 2015
Slide 16
60%
of Chinese consumers said they would be willing to switch car manufacturer if it offered full access to their applications, data and media
Source: McKinsey Connectivity and autonomous Driving Consumer Survey 2015
Ford is enabling third party apps through SYNC
Less UI
The answer is not more screens #SiliconValleyDoesn’tHaveAllTheAnswers
More natural interactions
More visceral interactions
Source: Jaguar Land Rover Bike Sense. Seat shoulder taps the & rings a bicycle bell if it senses a cyclist near the car and Door handles ‘buzz’ to prevent doors being opened into the path of bikes
Contextual awareness Computers shouldn’t ask questions they should be able to work out themselves
Mixed economy
Core message
‘ Banishing the car from urban areas is becoming a common trend in many European cities.’ Jack Stewart, BBC Future news, February 2014
More car deterrents and alternatives
Richer mobility service ecosystem New mobility modes
Squeeze on car use
Multi-modal apps
Higher parking costs
Seamless payments
Congestion charging Lower speed limits Traffic-calming measures Stricter emission laws No-car developments Limited car zones
1980s
2004
2014
2030
2040
High occupancy vehicle lanes in the USA
ZipCar launches
London congestion nears pre-charging levels
Helsinki eliminates private-car ownership
DfT expects 25% increase in traffic since 2015
1982
2003
2010
2020
2034
Athens Ring Odd/Even system
London congestion charging begins
Boris Bike scheme launched
Paris to ban diesel cars
Hamburg to ban cars from centre
Mobility map Mobility services
Multimodal payment
Multimodal planner
Taxi hailing apps
Navigation
Parking services
Cost and convenience
(Price / Comfort / Flexibility / Speed)
Taxi
Luxury chauffeur Private car
Minicab Hailable mini cab Mini cab that can be hailed with an app, e.g. Uber
Freefloating car sharing
Dynamic minibus Uses data to determine routes and offer point to point pick-ups and drop-offs, e.g. Bridj
Action zone
Cars are collected from and returned to, any parking space within a pre-defined area, e.g. DriveNow
Point-to-point car sharing
Motorbike
Bus
e-bike Bike Shared bike
Bicycle with integrated electrical motor for propulsion, e.g. GoCycle
5km
Back-to-base car sharing
Shared Scooter
Source:
2km
P2P car sharing
Metro
Walk
1km
For smaller (typically 3-5) pre-determined groups of users, e.g. Audi Unite
Car owners rent their cars directly to other consumers, e.g. RelayRides
Scooter Tram
Micro car sharing
10km
Typical urban journey length 15km+
Tallin experiment City gave its 430,000 residents free access to public transport in an attempt to get cars off the road, decrease congestion and make the city more accessible to low-income residents.
+1.2% increase in demand for the service overall
Car sales at all time high UK car sales hit all time record levels in 2015 Source: SMMT, 2015
+57% Forecasted rise in global car sales by 2030 Source: Euromonitor, 2015
2.65m 2.55m 2.45m 2.35m 2.25m 2.15m 2.05m 1.95m 1.85m 1.75m 2007
2009
2011
2013
2015
2025
Change
Continuity
Less diesel, more petrol hybrid
Private ownership will remain the dominant model
Less pollution, more congestion More driver-assist technologies
Slow growth of EVs, predominantly in city centre car clubs
Apple and Google will own Infotainment
Driverless cars will be just around corner...
We join the dots
@kevinmccull www.plan.london