Market testing with an archetypal user

Because of my relatively limited access to the target market, mass surveys were not an appropriate method of gathering research data. Instead, intensive market testing was conducted with an archetypal user who has extensive appearance with a large variety of vehicle infotainment systems. 

(Alex Alexiev)

Additionally, technical research was conducted with a designer at McLaren Automotive (it is worth nothing that although McLaren targets a different audience than that of Land Rover, they are one of the most exciting and engaging car manufacturers), who offered general advice on automotive HMI.  

Design Development and Evolution

The philosophy behind the practical piece - extracted from essay

Like the version of InControl Touch Pro for purely manual Jaguar/Land Rover vehicles, this concept for a future autonomous version of the Land Rover Discovery also utilises colour to allow the user to associate them with certain functions of the system, allowing for faster location. 

Unlike the current versions of the system, however, the autonomy of the vehicle allows for shifted priorities and more liberties to be taken with the visuals. 

Though a familiar aspect ratio was employed, more unique and engaging aspect ratios were explored: 

Though early versions of this system show a notification when the car is driving autonomously, this was deemed unnecessary in feedback groups. Cited reasons include its presence being in other areas (i.e. a more prominent heads-up-display) or the assumption that the car would always be driving autonomously unless the driver engaged the steering wheel.  

And then again, a more traditional aspect ratio: 

Though ultra-wide screens provide a highly exciting and engaging experience through their unique appearance, they are less well suited for functions like watching films and videos, which is an activity many people would do in the environment of an autonomous vehicle. 

The more traditional aspect ratio seen here (mocked up on a prototype Tesla Model 3 interior) would be more effective at displaying most content - particularly videos. 

Ensuring a smooth transition of UI/UX from manual to fully autonomous cars

"If something was familiar, make it surprising. If something was surprising, make it familiar."  Raymond Loewy


Top Three: Familiar user experience 

Though it's likely that the autonomous cars of the future will employ large-scale digital displays, augmented and virtual reality systems, and voice/gesture recognition interfaces, it'd be unwise to bombard customers with this all at once. 

It generally takes three generations of a product before it gains mass market appeal, and it will not help the transition to autonomy if autonomous cars look and feel unfamiliar, alien and threateningly different. 

This is why the top three examples offer a more appropriate user experience than the bottom three concepts. 

Bottom Three: Alien user experience 

The need for a wide range of research

Due to the relatively niche subject matter of the essay, it made sense to look into a wide variety of design-based, technological, scientific and contextual research sources and case studies in support of my project. From web articles on emerging display technology, to NASA manuals and scientific journals on the effect of light on human physiology, a broad range of research and research sources (books, journals, manuals, the internet) have been used to create an informed and comprehensive analysis of the future of in-car UI/UX. 

See essay Bibliography for an exhaustive list of utilised sources  

Why should in-car UI/UX be more exciting and engaging?

What is the point in more exciting and engaging in-car UI/UX?

One

To provide a better user experience, particularly if there is to be no manual driving in the car. Absent of the joy of driving (some people like to drive, some people don't), another positive user experience must be present. 

Two

To allow for an extension of the automaker's identity. For example, Land Rover could extend their identity and solidify their relationship with their customers by having interfaces that prioritise ruggedness, luxury, exploration, ability and reliability. 

Three

To take advantage of the now-redundant limitations on vehicles. Interfaces in purely manual cars are bound by the need to be distraction-free, viewable at a glance, and to only focus on the most important details. This is why many in-car interfaces look the same. Free from these limitations, autonomous car interfaces could make great use of illustration, colour, animation and have a much larger feature base. This would all be left to the automaker to decide, which again would strengthen and extend their identity. 

The freedoms afforded by autonomous vehicles

Fully Manual: Interface and instrument clusters focus on speed, revolutions per second, fuel, selected gear, and oil

Semi Autonomous: Interface and instrument clusters focus on speed, autonomous paths, music, climate control and navigation

Fully Autonomous: Interface and instrument clusters focus on navigation, music, entertainment and an extended use of colours

Conclusion

The interfaces in a manual car have to be free from distractions, viewable at a glance and redundant when not in use. Free from the limitations of purely manual cars, the interfaces in autonomous cars can take more liberties with iconography, colour, display sizes and display uses.