DISCLAIMER:
I designed this page to explain the process of how I usually work in a team.
Therefore, original images where replaced with dummy material to respect my clients privacy.
Thank you for your understanding.
Project Goals
In my latest project, I collaborated with a global design firm in Munich to collect insights about peoples in-car entertainment behaviour. The goal of the project was to …
1. Collect valuable data through Design Research
2. Create a simple prototype for storytelling purposes
3. Document the entire process in a Playbook
01. Design Research
As part of the research team, I created the sacrifical concepts and prepared research material. Furthermore, I documented the process by taking notes, shooting photos and videos.
Why Design Research?
Car manufacturers often develop future features based on collected raw data. This approach is flawed, because raw data does not reflect emotional needs of users. In this program, we focused strongly on design research and complimented our qualitative findings with quantitive data.
01 | Qualitative Research
We conducted in-field research and interviewed 12 people in Germany & US to find out how they think about in-car entertainment.
02 | Quantitative Research
We paired the qualitative research with quantitative research where we sent out online surveys to 1200 people in Germany, US & China.
Research Outcome
We ended up with 3 emotional segments of customers and found that most people don’t really expect sophisticated entertainment options while driving. Because most people don’t spend more than 30 minutes in the car for commuting, they don’t have the patience to fiddle around with a lot of options.
2. Design & Concept
I sketched concepts and created wireframes for in-car screens and mobile. Later on I built the interactive prototype using principle.
Great ideas don’t evolve in a silo
After the synthesis we conducted a full day Ideation Workshop with the client to go through the findings and develop concepts based on the insights. We then voted for the most promising ideas and took them to the next phase. In the end, our idea evolved around improving the radio experience by letting customers saving songs and syncing across subscription services.
Interactive Prototyping with Principle
The decision to use principle was based on the car manufacturer. Many companies cannot use tools that are leveraging the cloud. Principle stores files locally and therefore is more secure. However, its biggest downside is the growing complexity when creating flows (as you can see in the screenshot 😉 ).
