Project Vector
User Experience and Usability Research at Jaguar Land Rover
Tender Contract for Waymo
How should we encourage people to use autonomous vehicles?
Project Vector
Where we started
A look to the Past
Research Overview
Autonomous vehicle research mirrors patterns seen in other revolutionary technologies. Adoption is expected to be gradual, with incremental advancements leading to full autonomy. This shift will likely necessitate significant infrastructure changes, similar to how cars and electricity transformed our environment. Autonomous vehicles also demonstrate the power of technological convergence, combining AI, sensors, GPS, and data networks. These parallels suggest that while the road to widespread adoption may be complex, it follows historical precedents of societal adaptation to transformative technologies.
THE INSIGHTS
Boosting understanding and acceptance of autonomous vehicles.
Implied belief
We believe that people are not using autonomous vehicles because they are not aware of the benefits.
Project Vector
Strategy & Process
Discovery to Delivery
Our Process
Here is how we approached this project
Discover
Experience
Understand
Explore
Searching for pain
We are always looking for little signals. The annoying, the frustrating, the could-be-better.
Living that pain
Once we discover a fragment, we live with it. This means getting away from the computer and talking to people in their own environments.
Connecting the dots
After gathering as much experience as we can, we begin to connect everything we’ve learned into a holistic map of the journey.
Now for today...
Based upon our newfound expertise, let's start to explore solutions for making the experience better!
Unlocking User Experiences in Autonomous Tech
Uncovering user perceptions and needs in the era of self-driving vehicles
What we did
- Conducted in-depth interviews with potential users
- Distributed comprehensive surveys to a diverse demographic
- Performed usability tests on autonomous vehicle interfaces
- Analyzed user expectations and concerns
Key observations
- Trust is the primary barrier to adoption.
- Users desire clear communication of vehicle status and intentions
- Customizable interfaces increase user comfort and control
- Gradual exposure to autonomous features enhances acceptance
- Safety demonstrations significantly impact user confidence
Who we interviewed
36 In-Person, 456 Online Questionaires
The user base interviewed about autonomous technology was diverse, encompassing a wide range of ages, backgrounds, and experiences. This ensured a broad spectrum of perspectives, capturing insights from various lifestyles, geographic areas, and professional sectors.
Women and Safety
For many women, autonomous vehicles offer a safer and more reliable alternative to traditional taxis, providing a secure transportation option with reduced concerns about personal safety.
Goals
The primary goals of our potential users are to enhance safety, improve convenience, and streamline their daily commutes through the adoption of autonomous technology.
Stats
Motivations
One of my biggest fears about taking public transportation, especially late at night, is the uncertainty of who I'll encounter and whether I'll feel safe during the ride. I worry about being in a vulnerable situation with strangers, and sometimes I feel anxious about the lack of control over my surroundings.
User 45
Regular Uber User
Insights
Based on our research, we've identified several key insights that can inform the design and development of autonomous vehicles. By addressing these issues, we can create a more user-centric and effective transportation solution.
Safety Concerns Drive Interest in Autonomous Vehicles
Problem Statement Many users express concerns about personal safety when using traditional forms of transportation, particularly at night or in unfamiliar areas.
Feature Definition Promote autonomous vehicles as a safer alternative, emphasizing features that enhance security and reduce personal risk during travel.
Trust in Technology Over Human Error
Problem Statement Users are apprehensive about the reliability of human drivers, citing concerns over errors such as distraction and fatigue.
Feature Definition Highlight the precision and consistency of autonomous vehicles, addressing these concerns by showcasing their potential to minimize human error.
Desire for Convenience and Flexibility
Problem Statement Users seek more convenient transportation options that fit seamlessly into their busy lives without the burden of vehicle ownership.
Feature Definition Develop autonomous vehicle services that offer on-demand, efficient transport options tailored to user needs, minimizing the hassles of traditional car ownership.
Environmental Consciousness
Problem Statement Environmentally-conscious users are looking for transportation solutions that align with their values and reduce their carbon footprint.
Feature Definition Position autonomous electric vehicles as a green alternative that contributes to sustainability and reduces environmental impact.
Overcoming the Fear of the Unknown
Problem Statement Potential users are hesitant to adopt autonomous vehicles due to a lack of familiarity and lingering fears about new technology.
Feature Definition Provide educational resources and positive testimonials to build confidence and ease concerns about adopting autonomous vehicles.
Autonomous Vehicles as a Solution to Accessibility Challenges
Problem Statement Individuals with mobility impairments or those unable to drive face significant challenges in accessing reliable transportation.
Feature Definition Promote autonomous vehicles as an inclusive solution that enhances independence and accessibility for users with special mobility needs.
Project Vector
Emphasis on Security
A surprising discovery
82%
Of users believe that autonomous vehicles could significantly enhance their safety during late-night travel.
76%
Of users feel that autonomous vehicles will provide a more reliable and stress-free commuting experience compared to traditional driving.
69%
Of users are more likely to consider adopting autonomous vehicles due to their potential for reducing carbon emissions.
85%
Of users with mobility challenges see autonomous vehicles as a key solution for regaining independence and improving accessibility.
Project Outcome
Our final proposal to Waymo featured a bespoke autonomous vehicle with a focus on user experience and Jaguar Land Rover's brand identity. We incorporated UX research findings, optimizing seating arrangements and adding in-vehicle features like phone chargers. Despite our efforts, Zeekr, a Chinese EV company, won the contract. Their ability to offer a more cost-effective solution, along with factors like production capabilities and strategic partnerships, likely influenced this decision.
Explore the Full Project
For a detailed look at the project, including research findings, design solutions, and insights, visit the dedicated project website. You'll find comprehensive information on methodologies, user feedback, and final design proposals, along with images and diagrams illustrating the development process. Discover how we aimed to blend cutting-edge technology with Jaguar Land Rover's unique brand experience.
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