Building Trust with Autonomous Vehicle
Task
-
Investigate trends regarding autonomous vehicles for a specific target cohort.
-
Explore solutions centered around autonomous vehicles related to the problems identified through research.
Automotive tech trends 2018
1
Level of interest in automotive technologies
Heading 5
2
Level of interest in automotive technologies
Target Audience
Baby Boomers
Baby Boomers are a generation in their late 50s to early 70s. Many of those boomers are empty nesters and would be retired by 2020. Autonomous vehicles will be able to give this target group a chance of effortless mobility to enjoy their retirement with traveling and relaxation.
Secondary Research
Conducted by JD Power
Autonomous vehicle expectations according to Baby Boomers
Problem statement
How might we help baby boomers form trust in the autonomous vehicle technology?
Participatory Workshop
Task
-
Participants were individually shown the following image.
-
They were given the following scenario: Imagine you are sitting in a self-driving vehicle in the passenger seat, and this is what you see in front of you.
-
Could you either draw on the image or list what you would like to happen to build trust in the behaviour of the autonomous vehicle?
What the participants wrote would help them to build trust with the autonomous vehicle:
-
Show me if the vehicle sees another vehicle changing lanes in front of me, and tell me how it is doing to address that.
-
Show me if a vehicle brakes too hard, and what the vehicle would do in response.
-
Show me when everything is going well vs when there is an emergency.
-
Communicate with me before the vehicle needs me to take control.
-
Spot a cop car or an accident.
-
Tell me if we are on route to one of my frequently visited places, such as a restaurant or a grocery store. This would feel like the vehicle 'cares' about me.
-
Show me that the vehicle is maintaining safety regulations and traffic rules, such as the speed limit.
Primary Research
Methodology Interview
Research sample Two Baby Boomers
Key Takeaways
-
1st participant said that he wouldn't trust the autonomous vehicle but thinks that it might be helpful as he relies on cruise control while driving.
-
2nd participant said that she wouldn't trust the autonomous vehicle for safety reasons. Though it might help her to trust the vehicle if it told what it was seeing and what it was going to do.
Brainstorming
Idea
Trust could be built between a user and an autonomous vehicle by showing the user what the car is “seeing” and what action it is going to take
Interface Design
Technologies Used
*Project done in collaboration with John Lillibridge and Andrew Bianchi