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UX for Connected Cars

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UX for Connected Vehicles Kevin McCullagh February 2016 00 XXX 2014


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We help companies work out what to do next with their products ...and why


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Core message Where’s the future value? Infotainment Driver assistance Insurance data Vehicle health


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Visibility Hype cycle Warped lens Peak of inflated Expectations Plateau of productivity Slope of enlightenment Trough of disillusionment Technology trigger Time Source: Gartner


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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


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Technology is not inevitable


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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


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What excites us, often doesn’t convert into mass adoption


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Human factor


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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


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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


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35% said they ignored parking assist Source: Automakers Spending Billions on Technologies That Many Consumers Don’t Use, J.D. Power, August 2015


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Sociology before technology


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Phone factor


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Section ‘ eople want the P 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


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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


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Ford is enabling third party apps through SYNC


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Less UI


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The answer is not more screens #SiliconValleyDoesn’tHaveAllTheAnswers


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More natural interactions


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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


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Contextual awareness Computers shouldn’t ask questions they should be able to work out themselves


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Mixed economy


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Core message ‘ anishing the car from urban B  areas is becoming a common trend in many European cities.’ Jack Stewart, BBC Future news, February 2014


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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


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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+


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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


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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


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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...


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We join the dots @kevinmccull www.plan.london


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