The auto industry is going through the biggest upheaval since the invention of the automobile. Digitization, networking, semi-autonomous driving functions and, above all, the rapidly changing user behavior of people require new mobility concepts. The automobile is becoming the much-cited “smartphone on wheels.” In the future, highly automated vehicles will offer the occupants more space for relaxation and entertainment and serve as a partner who interacts via intelligent language assistance, 3D displays, and innovative functions. A positive user experience (UX) is essential for the success of new vehicles today. This means that the development of new automobiles is becoming increasingly complex.
“A major challenge is to anticipate what people will want, need and expect from communication, entertainment content and mobility solutions in five to ten years and beyond,” explains Guido Meier-Arendt, Human Machine Interface (HMI) Principal Expert at Continental. “To do this, we must rethink mobility. For example, we will increasingly offer cloud-based services in the future. The automobile becomes part of a mobility network in which different road users communicate seamlessly with each other. This creates a holistic and safe mobility experience.”
Continental follows a user-centered development approach: the needs of people are at the center of all technological developments. While that sounds obvious, it is an extremely complex task. “The first step in every development is to understand the user and their context,” says Guido Meier-Arendt. “The crux of the matter is that needs and expectations depend both on the current situation and on enduring user characteristics.”
“As a technology company, we have to find out what people really need – even if they may not be able to articulate this themselves. In addition to systematically involving the user in technology development, we also apply approaches to HMI vision development,” explains Meier-Arendt. Future studies, current usage trends – such as popular consumer electronics and video gaming – as well as a wide range of cultural, sociological and demographic factors are analyzed and taken into account. This gives the Continental experts an initial idea of which solutions will make mobile life safer, more convenient and more efficient in the future.
Psychologists are crucial for a positive user experience
In order to not only develop this strategy, but also adapt it in the daily development of real-world applications, Continental employs engineers, IT experts, specialists for artificial intelligence and big data in its research and development centers around the world, as well as media, graphic designers and traffic psychologists to best understand future user needs.
