Case Studies & Partners

Crafting a Strategic Point-of-View on Next Gen Cockpit Technology 

Explored next-gen technologies, enablers and interactions and their translation into systems and experiences that will become the vehicle cockpit of the future. Diverse topics related to the attributes and characteristics of a modern software platform, societal changes and emerging technologies were applied to (3) evolutionary scenarios of various degrees of physical + digital function and controls, connectedness and personalization. These scenarios had various impacts on usefulness, desireability, extensibility, feasibility, trust and more and were used to inform future OEM strategic cockpit experience planning. The effort include collaboration with a global UX partner in support of a global OEM.

Fine-tuning the Next-Generation infotainment System Roll-out

A few thousand global consumers have been living with a new IVI / infotainment system in their ‘22 & ‘23MY vehicles of different segments. Working in collaboration with a global research partner, we surveyed, observed and interviewed owners via multiple quantitative and qualitative methods to better understanding their usage and perceptions of the new system. We then synthesize that data into a set of observations, patterns and recommendations that were framed in the context of the customer’s ownership journey and experiences to-date. Recommendations for improvement covered topics related to system structure, interaction flow, functionality, user interface design, mental models, partner integration and more. Many of these improvements will be integrated into updates of the existing system which will subsequently be rolled-out to the company’s global fleet of vehicles (with global sales exceding 10M vehicles / year).

Conceptual Design, Fabrication & Testing of Future Cockpit Strategy

Focusing on a consolidation to five platforms to cover the entirety of a broad segment of global vehicles. Defined a next-gen toolkit of reusable physical and digital components as well as the definition of the next interaction paradigm to be used in all vehicle types. Examining a spectrum of next-gen technologies & enablers – including 5G, AR/VR, AI/ML, sound, natural language voice, sensors and more – and anticipating how these technologies will impact future vehicle interaction. Managed a cross-disciplinary team (of 12) through research, design, fabrication, consumer testing, iteration, translation of references into products, executive reviews and more. For a global OEM in collaboration with their in-house teams.

Organizational Evolution & New (Internal) Practice Design & Development 

Working in collaboration with a global software and connected solution provider to define the next User Experience Design & Delivery department and practice to work in service of current and future software-defined vehicles and connected systems. The organization has been designed and built to solve future product, service and system solution challenges of global automotive and mobility OEMs and suppliers. Activities included market analysis, process evolution, new service definition, competitive practice positioning, organization construct, messaging, partner identification, growth strategy and more.

Development of a Comprehensive UX Research Strategy

Served as a UX Strategist and Consultant to define a comprehensive consumer understanding strategy for HMI and UX auto and mobility topics. Designed to support the needs of global OEMs and large Suppliers, it covered philosophies and methods related to accessibility, universal design, usefulness, usability, desirability & emotional response, brand uniqueness and more. Generative, formative and evaluative stages, methods and measurements were defined by both conceptual strategic visions and tactical incremental production improvements.

Next-Gen Infotainment & Digital Cluster Design Strategy

Served as a UX & HMI Consultant on the design of a next-gen IVI / Infotainment system for a global OEM. Targeted for MY25 - 27 vehicles, this system incorporates progressive elements related to connected services, profile creation and management, innovative CarPlay and Android Auto integration, cockpit sensor and feature evolution and more. My role was that of an expert guide and collaborator to strategic and tactical decisions while also bridging, educating and negotiating between Corporate R&D, Corporate Marketing, Product Development, Suppliers and others. Activities included elements and education related to human-centered, rapid, iterative design techniques, Design Research planning and execution support and solution improvement recommendations.

Improving the Tools of a Global HD Mapping Company

Worked with an internal team of Senior Managers and tool developers to evolve a suite of critical customer interface tools, functions, visualizations and overall design system. The newly enhanced systems are used to provide accurate and reliable mapping and navigation systems for safe hands-free driving on global roadways. Nnumerous UI and UX best practices, design principles and research methods were applied to multiple development sprints resulting in a next-gen connected prototype. The new look, structure, behavior and system was well liked by internal and external customers and rolled-out subsequently.

Crafting a Strategic Point-of-View on Building Feature Awareness

Most new vehicle owners only get and give a quick glance to the full set of vehicle features and capabilities. Dealer on-boarding and education is limited despite good intention and consumer exploration and trial usually ends after the first month of ownership. This effort defined frameworks, methods and potential techniques for assisting a global OEM with 1) Increasing customer awareness, 2) Assisting in and supporting greater feature understanding, and 3) Establishing customer realization of the value of the features within each vehicle. Innovative models and techniques were delivered, like categorizing all features by elements like complexity, nurturing awareness channels, prioritizing customer pain points, mapping learning modes and more. I collaborated with a global UX partner to deliver these strategies to a global OEM.

Defining a Next-gen (2030) Mobile App Strategy

This mobile app experience design vision was created in collaboration with the strategy division of a global OEM. I served as the strategic lead on a multi-disciplinary team and activities included the modeling and design of numerous artifacts including personas, scenarios, storyboards, user journeys, tech roadmaps, app information architecture, wireframes, app prototypes and simulations and vehicle integration scenarios.  

The app concept was positioned for consumer use from purchase consideration through new vehicle on-boarding, education, ownership and extension into future brand interaction and transactions. Each phase was informed by on-the-fly qualitative consumer research that ranged from needs analysis to generative, formative and evaluative methods.

Service, Software & System Vision Planning for multiple Auto OEMs

Working with global OEMs and tier 1 suppliers to evaluate existing infotainment and connectivity systems across the industry and then defining how “designing for experiences” will shape their future portfolio (of cockpit design, features, enablers and more). Contemporary technologies, shifting societal norms, competitive analysis, partnerships and more were used to inform their future product and service portfolio and brand evolution. Categorized internally as Advanced Studio & next-gen HMI definition.

AI and Natural Language Applied to Vehicle Interaction

Assisting a mature start-up in the conversational AI space with their integration into automotive and mobility systems. Created an overall interaction strategy, scripted scenarios of use, oversaw development of Proof-of-Concepts to demonstrate the technology and capabilities. Worked with AI, NLP, Voice Design and HMI specialists from OEMs, Suppliers and Integrators to plan for integration.

Defining the Next Paradigms of Interaction in the Built Environment

The prevalent use and reduction in cost of advanced sensors along with high-speed connectivity and the maturity of connected devices and ecosystems will give rise to new ways of interacting with each other, the spaces in which live and the objects within those spaces. Our team of Researchers, Designers & Technologists spent a few months exploring conceptual spaces and business futures that contain the opportunity for high-value interactions. Triangulated research and trends identified potential scenarios of future value to our building materials client, their customers and their consumers. Scenarios, interaction models and experience engineering architectures brought to life viable means of solving long-held problems and the introduction of new paradigms of interaction in cost-effective ways.

Subsequent efforts include participation in collaborative protoyping and continued learning partnerships with companies of various verticals - like consumer electronics, architecture, home appliances, furniture, vending, automotive and others.

Strategy, Enhanced Products and new Apps for the Future Ecosystem of the Connected Outdoors

Worked with a major outdoor gear manufacturer of hiking and camping accessories, campers, trailers and more to define the future of “connecting” physical and digital components and leveraging the data, awareness, 3rd party service integration, vehicle connectivity and more. Enabling the ability to track and communicate with all parties (hikers, campers) via connected equipment. Nobody gets lost and everyone remains informed.

Conceptualizing & Developing a Start-Up in the On-Demand Vehicle Mobility & Outdoor Adventure Spaces

At the convergence of mobility, Millennial lifestyles, Outdoor Adventure, Gear and more, I have launched a new company that removes the hassle out of trip, event and adventure planning. By partnering with auto dealers and their networks, auto manufacturers and other on-demand vehicle providers as well as outdoor gear and experience lifestyle service providers, Motourly offers curated 1 - 5 day adventures. No need to own a vehicle or the gear. The end goal is the development of a modular, extensible and robust digital platform that serves as an experience platform for the on-demand vehicle industry. Currently running pilots throughout Michigan.

Designing a New Brand & Product System for Water Purification

Working with an outdoor product start-up to define a system for water purification and sanitization for Car & SUV camping, small RVs and elsewhere that clean, reliable water is needed. The new brand and product will appear in Outdoor retail stores in mid-2021.

UX Strategy & Planning for a Next-Gen Digital Ecosystem for a Global CPG Company

Serving as a UX Consultant and participant in a cross-disciplinary team that facilitated the planning and design of the system. Work included competitive analysis, defining the project process, planning and facilitating multiple senior executive work sessions, defining pilots at various customer types, introducing new UX & Design partners and more. Client are the internal R&D and CX Strategy groups.

Participation in Collaborative Strategic Planning Workshops

I am often invited to bring a unique perspective to strategic exploration and planning worksession. Past topics have included …

• Defining your next brand voice - with a global consumer electronics company

• Envisioning the future of consumer health - with a leading healthcare provider

• Your position in the future of mobility - with a global automotive OEM

• Engaging Millennials in wealth management - with a regional NA bank

• Thinking differently about the future & its impact on lifestyle beverages - with a global beverage provider

Writing, Publishing and Speaking

Including many topics mentioned above and others like “The Covid Effect on UX”, “Virtual Mobility”, “Shifting Consumer Sentiment Towards Ownership”, “Future Travel & Outdoor Adventure: Tech-Enabled, Flexible & Convenient”, “A Reductionist Approach to Digital Connectedness”, “Digital Dawinism: Experiences Per Mile” and more.

Our Partners

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Product, Service & Emotional System - Design Consulting, Advising & Collaboration