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Toyota Connected

AnaH-Toyota

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AS PART OF

ALL WOMEN

DURATION

10 WEEKS

LIVE DEMO

Toyota connected Europe invite us, All Women UX-UI students, to participate in the challenge of the personalization of the digital driving experience.

During ten weeks, Valme Dominguez, Milagros Alvarisqueta, Doris Jurkovnik and I, immersed ourselves into the car industry, doing an in deep research and constantly talking with users to develope the best product possible.

THE PROBLEM

The introduction of technology into the automotive industry has encouraged the creation of a new relationship between the car and user.

However, getting to grips with a new interface can be a frustrating experience, resulting in a huge proportion of drivers resorting to using their mobile  phone instead. As a known user experience it is easy, fast and intuitive.

So, how might we bring the Toyota cars’ technology closer to users to create a personalized, intuitive and immediate driving experience?

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THE SOLUTION

Access to your car, 

anywhere, everytime.

Users can set up their driving experience and access their car, without the need to be near or inside it. Anytime is great for planning a weekend getaway, or setting up apps for the new Toyota car.


The experience is divided into four phases with a common objective, to learn about our user and update automatically inline with their preferences.

AnaH-Toyota-CONTEXT

1. Onboarding
First contact with the user. Easy and fast configuration through face recognition and voice control. These security methods will also be used once inside the car. 

2. Profile + Customize Experience
Here the user selects the apps that they consider important for their driving experience: navigation, parking, music, etc. Our product is designed for both owners and those who use the cars as part of a rental service.
The information gathered allows us to propose routes and plans that adapt to the user habits.

3. Driving experience
Once our profile and trip is set up, we can customise what appears on the cars (infotainment) screen.

4. Post-journey
In the case of sharing or renting a car, once the journey has finished, we assure our users that no data remains in the car, giving the option to unlink the car at any time.

Ana-H-Layers

UNDERSTAND

DESK RESEARCH

91%

Smart parking solution that lets check parking availability, book a space and pay for it straight form their dashboard

86%

need access to real-time traffic and navigation updates

90%

interested in predictive maintenance and personalized care based on their driving habits

82%

want to receive automatic software updated for in-car systems

INTERVIEWS

We interviewed people:
Age between 23-42
Driving licence
Living in Europe
Own, share or rent a car

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DEFINE

AFFINITY DIAGRAM

After the interviews, we processed the data, looked for patterns and sorted out by themes

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INSIGHTS

CAR SHARING
"Financially, it doesn't make sense to own a car anymore"

CAR KNOWS YOUR HABITS
"On my way to work I like listening to the radio and on my way back I like to listen to my spotify"

RELIABILITY
"It needs to work very well and to be realiable because you are at the wheel"

INFOTAINMENT PERSONALIZATION
"I don't know how much I can get out of it"

SIMPLE & EFFICIENT
"I would rather have 4 features than 300 options"

SHARING CONTROL
"The one that drives connects the phone, but it would be great if we could share control"

PROBLEM STATEMENT

PROBLEM STATEMENT # 1
Sharing car will become more common in the future - how can we make a user feel comfortable and "at home" in any car?

PROBLEM STATEMENT # 2
People do not use or want to use infotainment because it is too complicated so they end up using few features in it, not knowing the full scope of it - (or not compatible enough with their phones).

HYPOTHESIS

We believe that personal experiences now live in your phone.

Your car, too, should be in your phone.
Portable, secure and transferable.

We believe that building a plug and play personalisation system (phone-to-car) for any Toyota car driver (whether it’s your car or not) will increase preference to Toyota cars as well as will reduce the associated frustrations to personalise your driving.

ARCHETYPES

THE RENTER
"It's all about enjoying the ride"

Habits
Travels during weekends
Driving represents leisure
Landscape and reflection
Freedom

Pain points
Changing the language
Getting used to the new car
Bluetooth problems

Needs
Left handed system
Easy on-boarding
Great navigation system
Needs to know where gas stations are
Remove information from the car when trip ends

 

THE OWNER
"I don't have time, I'm always in a rush"

Habits
Routine
Uses car regularly
Fast and efficient
Practical

Pain points
Doesn't like driving - always stressed for time
Shares the car with family - Seats, mirrors, infotainment, etc
Ashamed when answering a phone call and there's people inside - too intimate
Parking - time management, price, reservation

Needs
Music Routine
Car recognizing how many people inside the car
Practical - easy access to city info: traffic jams

USER JOURNEY

HMW

We developed several HMW about:
· Portability
· Personalization
· Enjoying the ride
· Privacy
· Copilot
· Connectivity
· Safety
· Actualization

problem#1
Drivers would rather use their phone because they don't want to waste time in setting up the infotainment

HMW help users connect with any car's infotainment system easily and efficiently

problem#2
Drivers don't find that the infotainment is intuitive enough so they feel they don't have control over it.

HMW provide a way for drivers to have more intuitive and personalized experience with infotainment

KANO SURVEY

There were many features that we were thinking to achieve the intuitive and personalized experience.
To focus on what really matters to the user, we launched a Kano Survey that help us decide.

KANO-SURVEY

IDEATION > PROTOTYPING > TESTING

USER FLOW

ONBOARDING
· Download the app
· Create Profile

CUSTOMIZING
EXPERIENCE
· Connecting apps
· Uploading cars
· Creating Trips

DRIVING
EXPERIENCE
· Connecting phone to car
· Getting info about trip inside the car
· Set up infotainment

POST- JOURNEY
· Detach car
· Erasing info
· Getting notifications

USER FLOW ONBOARDING

Toyota-Copy-of-Map-user-flow-1
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CONCLUSIONS

HELP OUT USERS

Take action out of the user by continiously learning from their habits and preferences for saving them time.

EASING TRANSITIONS

Digital & Physical world must become one by using phone as the connector between what you've done before and after driving.

ACCESIBILITY

Keep on working for the app to become accessible to all. "Be able to take eyes out of your screen and come back without a problem"

FREE SCREEN TECHNOLOGY

Explore the possibilities of the free-screen technology so the app and the car become your friend and your assistant: voice control, voice assistance, gesture control, etc.

Let's talk!

anahuertaribes@gmail.com