User-Centered Design of Intelligent Connected Vehicle Experience

With the advent of the "New Four" and "Software-Defined Vehicle" era, use scenarios and functional boundaries of automobiles have been widened, and the traditional design and development process of OEMs has revealed problems such as stacked functions, unclear positioning and lagging innovation. At the same time, the "new force of car manufacturing" and Internet companies have made competition white-hot. In order to break out, the auto industry has become more determined to focus on user needs and realize the importance of involving user voices in all stages of car manufacturing.

How to apply the "user-centered design" in the field of car manufacturing, so as to create intelligent connected vehicle experiences with both user value and brand characteristics? Let's answer this question from the perspective of the full-vehicle design and development process - at the product planning stage, before the styling design, it is not only necessary to gain insights into the macro and micro trends that may affect the industry, but also to identify the high-potential car users, discover their characteristic, travel scenarios and needs, and explore their motivations and underlying demands; during the design process, in order to ensure the concept design can respond to user needs and create user value, the necessity of user validation becomes more and more prominent, and the implementation methods become more and more flexible; and, after the design and development, it is still necessary to measure the whole vehicle or cockpit experience and evaluate HMI (Human Machine Interface) usability, then continue to iterate and optimize.

In this workshop, the speaker will share how to deploy user-centered car experience design. The content covers trend analysis, user needs assessment and prediction, qualitative and quantitative concept testing, etc., combining the practical experience of working with various car companies such as independent brands, foreign companies and New Forces. Designers from both the automotive field and other industries will be able to learn forward-looking methods of user research, experience evaluation and measurement.

The main contents of the workshop include:
1. User Experience Design for Intelligent Connected Vehicles
1.1 What is intelligent connected vehicles user experience design
1.2 Problems that may be encountered in traditional vehicle product planning and design process
1.3 From product-centered to user-centered
1.4 Key aspects of user experience design for intelligent connected vehicles

2. Pre-design: Trend Research and User Research
2.1 Trend research and analysis
2.2 Identify the high-potential user groups
2.3 From User Profile to Persona
2.4 Combining values and scenarios to explore opportunities
2.5 Case studies

3. Pre-design: Defining Experience Strategy
3.1 The meaning of Vehicle Experience Strategy
3.2

4. Design: Proof of Concept
4.1 Purpose of user validation of concept design
4.2 Method and case study: Concept Testing
4.3 Method and case study: Wizard of Oz

5. Post-design: Experience Evaluation
5.1 Objectives and dimensions of user experience acceptance of intelligent connected vehicles
5.2 How to design and implement an experience evaluation closed-loop

6. Summary
6.1 Transformation of the relationship between car brands and users
6.2 User experience design pyramid of intelligent connected vehicles

1、Workshop theme and background introduction
2、Methods and theories explained: trend research, user needs prediction, proof of concept and experience measurement
3、Case study: an independent brand's research on future travel user needs, a foreign brand's signature experience concept design, a joint-venture brand's user experience acceptance
4、Co-creation workshop
5、Q&A

1、Junior to Intermediate Experience Designer, Product Designer and Service Designer
2、Junior to Intermediate User Researcher
3、Product manager in automotive and IoT industries
4、Trend and Strategy Researcher

1、Learn forward-thinking methods for user research and experience evaluation
2、Understand the framework and methodology of user needs assessment and prediction
3、Learn methods of concept design and user validation
4、Learn framework and methods of vehicle experience evaluation and testing
5、Understand the meaning and importance of vehicle experience strategy