When self-driving cars will be every home, how can we elevate the overall experience?
Role
Service Designer
Industry
Mobility
Duration
3 months
Personal Project
Outcome
A pathway to enable citizen acceptance of self-driving car technology.
Outcome
A pathway to enable citizen acceptance of self-driving car technology.
The challenge
In today's growing global context, it is predicted that more than half of the world's population will live in urban centers by 2050. Given recent technological improvements, particularly in AI, self-driving electric vehicles appear to be the future of mobility.
In today's growing global context, it is predicted that more than half of the world's population will live in urban centers by 2050. Given recent technological improvements, particularly in AI, self-driving electric vehicles appear to be the future of mobility.
The challenge
In today's growing global context, it is predicted that more than half of the world's population will live in urban centers by 2050. Given recent technological improvements, particularly in AI, self-driving electric vehicles appear to be the future of mobility.
Role and Methodology
For this personal project, I analysed the current automotive industry and technology, outlining a future scenario based on current developments. To outline a desirable future as a solution, carried out intensive desk research iterating until the desired otucome.
Month 1
Month 2
Month 3
Brief
Next Futures
Horizon scanning
Behavioral Research
Market and Forecast Research
Alternative Future
Storytelling
Sensemaking
Near Futures
Shadowing
Benchmark
Desk research
Customer Journey (as-is)
Benchmark
Desk research
Service ecosystem
Prototyping
Insight
HMW?
Envisioning
Customer Journey (to-be)
Now
Idea Prioritizing
HMW?
Envisioning
Month 1
Month 2
Month 3
Brief
Next Futures
Horizon scanning
Behavioral Research
Market and Forecast Research
Alternative Future
Storytelling
Sensemaking
Near Futures
Shadowing
Benchmark
Desk research
Customer Journey (as-is)
Benchmark
Desk research
Service ecosystem
Prototyping
Insight
HMW?
Envisioning
Customer Journey (to-be)
Now
Idea Prioritizing
HMW?
Envisioning
Role and Methodology
For this personal project, I analysed the current automotive industry and technology, outlining a future scenario based on current developments. To outline a desirable future as a solution, carried out intensive desk research iterating until the desired otucome.
Month 1
Month 2
Month 3
Brief
Next Futures
Horizon scanning
Behavioral Research
Market and Forecast Research
Alternative Future
Storytelling
Sensemaking
Near Futures
Shadowing
Benchmark
Desk research
Customer Journey (as-is)
Benchmark
Desk research
Service ecosystem
Prototyping
Insight
HMW?
Envisioning
Customer Journey (to-be)
Now
Idea Prioritizing
HMW?
Envisioning
What will happen in 2 years?
What will happen in 2 years?
What will happen in 2 years?
Research goals
What are the common pain points? What is the sentiment about this technology? The goal is discover the actual experience and uncover possible usability problem looking for opportunities of improvement.
What are the common pain points? What is the sentiment about this technology? The goal is discover the actual experience and uncover possible usability problem looking for opportunities of improvement.
Research goals
What are the common pain points? What is the sentiment about this technology? The goal is discover the actual experience and uncover possible usability problem looking for opportunities of improvement.
Benchmark
The self-driving car panorama today includes:
Waymo, the project initiated by Google, which sowed the seeds in this sector in 2009 and has become a symbol of the self-driving car concept, also known as the "robotaxi";
Zoox, currently acquired by Amazon, which, in addition to its completely innovative and urban design, aims to provide a shared mobility service;
MayMobility focuses on the issue of accessibility; although it uses self-driving cars, it guarantees the presence of an operator specialized in assisting passengers who are not fully autonomous.
The self-driving car panorama today includes:
Waymo, the project initiated by Google, which sowed the seeds in this sector in 2009 and has become a symbol of the self-driving car concept, also known as the "robotaxi";
Zoox, currently acquired by Amazon, which, in addition to its completely innovative and urban design, aims to provide a shared mobility service;
MayMobility focuses on the issue of accessibility; although it uses self-driving cars, it guarantees the presence of an operator specialized in assisting passengers who are not fully autonomous.
Benchmark
The self-driving car panorama today includes:
Waymo, the project initiated by Google, which sowed the seeds in this sector in 2009 and has become a symbol of the self-driving car concept, also known as the "robotaxi";
Zoox, currently acquired by Amazon, which, in addition to its completely innovative and urban design, aims to provide a shared mobility service;
MayMobility focuses on the issue of accessibility; although it uses self-driving cars, it guarantees the presence of an operator specialized in assisting passengers who are not fully autonomous.
Behaviour analysis
Why would people want a self-driving car? Apparently people would use time saved by autonomous driving to sleep, work or read.
However, actually driver-less cars face considerable skepticism, only 25% of consumers are open to purchasing one, a 10% drop from the previous year.
The mistrust stems from three key issues (Autonomous Driving's Future: Convenient and Connected):
Safety and system reliability concerns.
Lack of firsthand user experience.
Insufficient public understanding of the technology.
Why would people want a self-driving car? Apparently people would use time saved by autonomous driving to sleep, work or read.
However, actually driver-less cars face considerable skepticism, only 25% of consumers are open to purchasing one, a 10% drop from the previous year.
The mistrust stems from three key issues (Autonomous Driving's Future: Convenient and Connected):
Safety and system reliability concerns.
Lack of firsthand user experience.
Insufficient public understanding of the technology.
Behaviour analysis
Why would people want a self-driving car? Apparently people would use time saved by autonomous driving to sleep, work or read.
However, actually driver-less cars face considerable skepticism, only 25% of consumers are open to purchasing one, a 10% drop from the previous year.
The mistrust stems from three key issues (Autonomous Driving's Future: Convenient and Connected):
Safety and system reliability concerns.
Lack of firsthand user experience.
Insufficient public understanding of the technology.
Desk research
The activity of research focused mainly on digital observation on social and forum and on a deep comprehensive review of numerous video reports from sources as CNBC, CBS and/or Marques Brownlee.
The activity of research focused mainly on digital observation on social and forum and on a deep comprehensive review of numerous video reports from sources as CNBC, CBS and/or Marques Brownlee.
The activity of research focused mainly on digital observation on social and forum and on a deep comprehensive review of numerous video reports from sources as CNBC, CBS and/or Marques Brownlee.
I identified several common pattern of AV:
Parking in temporarily prohibited areas;
Stopping in the middle of lanes due to misinterpretation of context;
Adopting the right-turn criterion for safety reasons, resulting in longer journeys;
Lack of communication with other road users, e.g. cyclists, pedestrians, etc.
I identified several common pattern of AV:
Parking in temporarily prohibited areas;
Stopping in the middle of lanes due to misinterpretation of context;
Adopting the right-turn criterion for safety reasons, resulting in longer journeys;
Lack of communication with other road users, e.g. cyclists, pedestrians, etc.
I identified several common pattern of AV:
Parking in temporarily prohibited areas;
Stopping in the middle of lanes due to misinterpretation of context;
Adopting the right-turn criterion for safety reasons, resulting in longer journeys;
Lack of communication with other road users, e.g. cyclists, pedestrians, etc.
Prioritising
With the aim to improve perceived safety, not only inside the vehicle I decided to prioritise:
Communication and interaction between the car and the outside world, i.e. the lack of understanding between autonomous vehicles and road users such as pedestrians and cyclists;
The service areas of Waymo and other competitors are currently limited and sometimes do not allow passengers to reach their areas of interest.
With the aim to improve perceived safety, not only inside the vehicle I decided to prioritise:
Communication and interaction between the car and the outside world, i.e. the lack of understanding between autonomous vehicles and road users such as pedestrians and cyclists;
The service areas of Waymo and other competitors are currently limited and sometimes do not allow passengers to reach their areas of interest.
With the aim to improve perceived safety, not only inside the vehicle I decided to prioritise:
Communication and interaction between the car and the outside world, i.e. the lack of understanding between autonomous vehicles and road users such as pedestrians and cyclists;
The service areas of Waymo and other competitors are currently limited and sometimes do not allow passengers to reach their areas of interest.
Communicating status
Self-driving vehicles is able to accurately detect the presence of actors in the context in which they are moving. Introduce multimodal interaction such as acoustic signals will improve the communication with others traffic actors.
Self-driving vehicles is able to accurately detect the presence of actors in the context in which they are moving. Introduce multimodal interaction such as acoustic signals will improve the communication with others traffic actors.
Self-driving vehicles is able to accurately detect the presence of actors in the context in which they are moving. Introduce multimodal interaction such as acoustic signals will improve the communication with others traffic actors.
Limited zone
Self-driving vehicles do not cover all areas of the city, as they are still in development projects. To ensure safety and provide a quickly alternative method to the user, it is worth considering the possibility of providing charging stations and parking spaces for secondary vehicles such as bicycles, electric scooters and so on.
Self-driving vehicles do not cover all areas of the city, as they are still in development projects. To ensure safety and provide a quickly alternative method to the user, it is worth considering the possibility of providing charging stations and parking spaces for secondary vehicles such as bicycles, electric scooters and so on.
Self-driving vehicles do not cover all areas of the city, as they are still in development projects. To ensure safety and provide a quickly alternative method to the user, it is worth considering the possibility of providing charging stations and parking spaces for secondary vehicles such as bicycles, electric scooters and so on.
Los Angeles
Los Angeles
Phoenix
What will happen in 8 years?
What will happen in 8 years?
What will happen in 8 years?
Research goals
How increase the trust in driver-less services?
Americans are at the center of my research on this science fiction story, these vehicles are born in America and are therefore the product of American culture, social and psychological ethnographic aspects. How do Americans relate to cars?
How increase the trust in driver-less services?
Americans are at the center of my research on this science fiction story, these vehicles are born in America and are therefore the product of American culture, social and psychological ethnographic aspects. How do Americans relate to cars?
How increase the trust in driver-less services?
Americans are at the center of my research on this science fiction story, these vehicles are born in America and are therefore the product of American culture, social and psychological ethnographic aspects. How do Americans relate to cars?
Culture pattern
The car is an object that has been rooted in American culture since the early 20th century, when the advent of the Ford Model T revolutionised the way we perceive the space around us. Much more than a means of transport, the car became a symbol of individual freedom, allowing people to decide when and where they wanted to go.
The car is an object that has been rooted in American culture since the early 20th century, when the advent of the Ford Model T revolutionised the way we perceive the space around us. Much more than a means of transport, the car became a symbol of individual freedom, allowing people to decide when and where they wanted to go.
The car is an object that has been rooted in American culture since the early 20th century, when the advent of the Ford Model T revolutionised the way we perceive the space around us. Much more than a means of transport, the car became a symbol of individual freedom, allowing people to decide when and where they wanted to go.
The discovery
"I want to be able to leave whenever I want"
During desk research activities focused on sociology and studies by Martin Lindstrom, Name, Name i identified common a patterns in the American behaviour and vision of the car.
During desk research activities focused on sociology and studies by Martin Lindstrom, Name, Name i identified common a patterns in the American behaviour and vision of the car.
The Vision
How could we tailor the experience to the user?
Users will be able to order a fully customized car tailored to their specific needs directly from the app. During the booking process, they can specify the items or services they require, which will be made available on board, ensuring to find a comfortable and cosy place.
Users will be able to order a fully customized car tailored to their specific needs directly from the app. During the booking process, they can specify the items or services they require, which will be made available on board, ensuring to find a comfortable and cosy place.
Users will be able to order a fully customized car tailored to their specific needs directly from the app. During the booking process, they can specify the items or services they require, which will be made available on board, ensuring to find a comfortable and cosy place.
Play
Relax
Eat
Play
Relax
Eat
Play
Relax
Eat
The Prototype
To enable this feature, an add-on has been developed within the app for booking autonomous taxis, allowing users to personalize every aspect of their journey.
To enable this feature, an add-on has been developed within the app for booking autonomous taxis, allowing users to personalize every aspect of their journey.
To enable this feature, an add-on has been developed within the app for booking autonomous taxis, allowing users to personalize every aspect of their journey.
Experience Personalization
The main feature allows users, after logging into the app, to access the booking section and select the specific occasion for their trip.
Once the desired option is chosen, a detailed overview of the included services is displayed, enabling users to configure their transportation experience to their preferences.
The main feature allows users, after logging into the app, to access the booking section and select the specific occasion for their trip.
Once the desired option is chosen, a detailed overview of the included services is displayed, enabling users to configure their transportation experience to their preferences.
The main feature allows users, after logging into the app, to access the booking section and select the specific occasion for their trip.
Once the desired option is chosen, a detailed overview of the included services is displayed, enabling users to configure their transportation experience to their preferences.
Service ecosystem
To examine on one side the entire industrial sector and on the other the actors who interact directly with the user inside the vehicle, I mapped the various stakeholders involved in the autonomous vehicle service
To examine on one side the entire industrial sector and on the other the actors who interact directly with the user inside the vehicle, I mapped the various stakeholders involved in the autonomous vehicle service
To examine on one side the entire industrial sector and on the other the actors who interact directly with the user inside the vehicle, I mapped the various stakeholders involved in the autonomous vehicle service
The landscape of actors in the self-driving vehicle service includes several figures, such as:
Managers and regulators of the market and functional aspects (legislation and industry)
Road users (pedestrians, cyclists, etc.)
Drivers
The landscape of actors in the self-driving vehicle service includes several figures, such as:
Managers and regulators of the market and functional aspects (legislation and industry)
Road users (pedestrians, cyclists, etc.)
Drivers
The landscape of actors in the self-driving vehicle service includes several figures, such as:
Managers and regulators of the market and functional aspects (legislation and industry)
Road users (pedestrians, cyclists, etc.)
Drivers
What will happen in 15 years?
What will happen in 15 years?
What will happen in 15 years?
Where are we going?
Self-driving vehicles will change the value of travel time and enable everyone to move around autonomously, improving the inclusiveness of the city and promoting individual empowerment. The use of private cars in urban areas will be strongly discouraged in favor of car sharing, all aimed at reducing the impact and economic costs the city's inclusiveness (The future of sustainable urban mobility, Pdf).
Self-driving vehicles will change the value of travel time and enable everyone to move around autonomously, improving the inclusiveness of the city and promoting individual empowerment. The use of private cars in urban areas will be strongly discouraged in favor of car sharing, all aimed at reducing the impact and economic costs the city's inclusiveness (The future of sustainable urban mobility, Pdf).
Self-driving vehicles will change the value of travel time and enable everyone to move around autonomously, improving the inclusiveness of the city and promoting individual empowerment. The use of private cars in urban areas will be strongly discouraged in favor of car sharing, all aimed at reducing the impact and economic costs the city's inclusiveness (The future of sustainable urban mobility, Pdf).
For the taxi personalisation service, it is planned to introduce service stations where vehicles will be prepared by robots, which will work intensively to meet the demand for vehicle personalisation.
For the taxi personalisation service, it is planned to introduce service stations where vehicles will be prepared by robots, which will work intensively to meet the demand for vehicle personalisation.
For the taxi personalisation service, it is planned to introduce service stations where vehicles will be prepared by robots, which will work intensively to meet the demand for vehicle personalisation.
Sitography
Trends and project
A time of unprecedented change in the transport system (Pdf)
General pdf reports
