The Driving Machine (DUXU - 2013)

Aaron Marcus and Associates, Inc., www.AMandA.com, 1AM+A

The Driving Machine: Using Persuasion and Information to Change Behavior

Aaron Marcus, President, and Scott Abromowitz, Designer/Analyst

Aaron Marcus and Associates, Inc. (AM+A)

1196 Euclid Avenue, Suite 1F, Berkeley, California 94708-1640, USA

Tel: +1-510-601-0994, Email: [email protected]

Web: www.AMandA.com


AM+A’s Vision and Mission for 30 Years

AM+A helps people make smarter decisions faster: anyone, anytime, any place, any technology, any market, any subject matterAM+A shapes how technology affects everyday life through user-centered development ofeffective and compelling user experiences, user-interface design, information-visualization, and storytelling


Driving Machine: Changing Behaviorwith Persuasion and Information

Persuasion/information platform: Dashboards: How am I doing now? Overview: What is my path, structure/process? Focused social networks Focused just-in-time knowledge: Tips and advice, fuel prices,

points of interest Incentives: Games, awards, rewards, competitions


Persuasion Design4 Steps to Behavioral Change

Increase frequency of reporting driving behavior to social networks

Motivate changing some driving habits: talking on phone, texting while driving, follow traffic laws, and driving over speed limit

Teach how to drive efficiently and safely (e.g., use less fuel, follow traffic laws)

Persuade drivers to carpool


Persuasion Design To Increase Frequency of Use

Competition Simple visualizations Rewards Friends


Persuasion Design To Improve Motivation

Social comparisons Discounts on fuel and insurance Games Friends Badges


5 Steps to Change Driving Behavior

Increase frequency of dashboard use Motivate changing driving habits, getting people

started Educate users about good driving practices;

helping them advance Persuade drivers to achieve short-term behavior

change (speed, distraction, performance, sustainability, etc.)

Persuade drivers to achieve long-term lifestyle change


AM+A Advanced UI Concepts, 1992: Motorola’s Advance GPS


AM+A: UX Spaces for Future Driving Machine Products/Services


AM+A Advanced UI Concepts, 2002:Icons, Info-Viz


AM+A Advanced UI Concepts, 2002: Visual Variations


AM+A Advanced UI Concepts, 2002: Branded Maps, Dashboard


AM+A Research for BMW, 2002: Human Factors of Driver Experience

Design for safety Reduce complexity Use graphical user interface only when necessary Use physical controls appropriately Avoid cognitive and sensory overload Allow customization of information Follow user-centered design process


Current Vehicle UI Issues, 1/4

Applications and user interfaces for inter-vehicle communication

Assistive technology in vehicular context Automotive user interface frameworks and toolkits Biometrics and physiological sensors as user

interface component Detecting and estimating user intentions Detecting/measuring driver distraction and

estimating cognitive load



Development methods and tools for automotive user interfaces

Different user groups and user group characteristics

Driving safety research using real vehicles and simulator studies

Evaluation and benchmarking of in-car user interfaces

General automotive user experience research



In-car gaming and entertainment In-car speech and audio user interfaces In-situ studies of automotive user interface

approaches Methods and tools for automotive user interface

research Multi-modal in-car user interfaces Multimedia interfaces for in-car entertainment



New concepts for in-car user interfaces Sensors and context for interactive experiences in

car Subliminal techniques for workload reduction Text input and output while driving User interfaces for information access (search,

browsing, etc.) while driving User interfaces for navigation or route guidance


The Future The Driving Machine

Essential Functions Saving fuel Carpooling Safe driving


Vehicle UX User-Centered Design Process

Personas Use Scenarios Competitive Analysis


Persona 1: Zoe Romero, 17High School Student, Young Driver

Behavior: Allowed to drive only to work

and school Occasionally brings a friend or

two in her car Only drives to and from work

and school

Context: Young driver Recently in a rear-end driving

accident


Persona 2: Jeff Park, 20College Student, Young Driver

Behavior: Delivers pizza around campus Needs to be constantly aware

of campus pedestrians

Context: Easily distracted by constant

phone calls and navigating for deliveries

Likes to listen to Pandora and hopes to do same while driving


Persona 3: Tina Romanski, 25Investment Banker, Early Adopter

Behavior: Drives over 45 minutes each

way to work Often works long hours and is

usually tired on drive home

Context: Lives in suburbs outside

Chicago Drives alone


Persona 4: Chris Davis, 32Software Engineer, Early Adopter

Behavior Tends to speed Text/Calls while driving

Context: New to Austin Wants to meet new people


Persona 5: Susan Li, 73Retired, Elderly Driver

Behavior: Tends to drive under speed

limit Travels to her daughter’s

house every weekday to watch her grandchildren

Context: Often needs assistance to

learn new technology Does not have a cell phone


Persona 6: Wallace Jonick, 77Retired, Elderly Driver

Behavior: Often relies on GPS for

travelling around town Send notification to people he

arrives safely

Context: Confused and frustrated with

adopting new technology Losing sense of direction Has dementia


Driving Machine UI Analysis:Zoe: Use Scenario

Drives under difficult emotional circumstances of parental pressure, fatigue, and pressure from school.

Enjoys different view settings within Driving Machine Prefers “Goth” or other backgrounds, because she is accustomed to

them in her music and clothing styles.

Keep track of her speeding and driving behavior. Alerted to a possible $300 fine for being 10 miles over speed limit.


Driving Machine UI Analysis:Chris: Use Scenario

New to Austin and struggles to adapt less aggressive driving behavior. Uses Driving Machine to coach him to adopt less aggressive driving style.

Also, uses Driving Machine to find passengers to carpool.

Driving Machine determines how much money and fuel Chris would make and use by carpooling and estimated CO2 emissions saved. By carpooling, Chris also receives badges and fuel coupons from his

employer for carpooling.


Driving Machine UI Analysis:Wallace: Use Scenario

Diagnosed with dementia. After informing his insurer, insurer required

Wallace to use Driving Machine to guarantee continuation of his insurance policy.

Helps Wallace stay more alert and aware and receive assistance to remind him where he is traveling.

Visualizes Wallace’s driving route and speed for his family, friends, and insurer to see to guarantee Wallace is still capable to drive safely.


Competitive Analysis

AM+A studied vehicle UI and product designs Audi A8 Dashboard Cadillac User Experience Ford SmartGuage with EcoGuide Honda Ecological Drive Assist System Johnson Controls 3D Display Nissan Leaf Dashboard


Competitive Analysis:Audi A8 Dashboard

Incorporates a traditional instrument cluster with a large LCD between gauges

Just-in-time knowledge via Audi connect to grab fuel prices and find points of interest

Alerts of fatigue Lane departure warning


Competitive Analysis:Cadillac User Experience

Interface user customization

Unifies Cadillac’s infotainment and telematics systems for a more uniform user experience

Overabundance of steering wheel controls


Competitive Analysis:Ford SmartGauge with EcoGuide

Coaches driver how to maximize fuel economy by incentivizing driving behavior

Efficiency Leaves that grows leaves by driving efficiently or shrinks leaves by driving less efficiently.


Competitive Analysis:Honda Ecological Drive Assist System

Incorporates 3 functions for greater fuel economy: an ambient color meter, a continuously variable transmission, and a scoring function via leaves

Use persuasive techniques to encourage more environmentally friendly


Competitive Analysis: Johnson Controls Multilayer Instrument Cluster

Utilize spatial techniques to allow for prioritizing driving data such as speed and assistance information depending on driving conditions


Competitive Analysis:Nissan Leaf Dashboard

Two-tier dash that separates driving diagnostics

Influence driving behavior by using persuasive techniques where a driver is able to grow leaves depending on how efficient he or she drives.


Competitive Analysis:What Do We Need?

Useful and appealing user interface (UI) design Design for safety to be readable at one-second glance Use physical controls appropriately Reduce complexity by focusing on helpful over powerful features

Scenario based interface Limit available controls during intensive driving situations Avoid cognitive and sensory overload Allow customization of information Follow user-centered design process


Driving Machine Information Architecture


Information ArchitectureDashboard

Monitor Car Activity Accident avoidance Fuel economy Level of leave growth or decline

Monitor Gaming Status of leave growth and decline

Visualize Carbon footprint Number of carpools driven


Information ArchitectureProcess Model

Create an account Sign-up Connect social networks

Join Insurance program Carpool

Track Goals Carbon footprint


Information ArchitectureSocial Networks

Update personal profile View timelines Compare driving behavior against others Link to other social media

(Facebook, Twitter) Adjust privacy and sharing

settings


Information ArchitectureJust-in-Time Knowledge

Traffic reports To save fuel Avoid accidents See location of friends

Carpooling On-demand ridesharing Save money Reduce carbon footprint

Reviews of places to visit Restaurants Hotels


Information ArchitectureIncentives

Discounts On car insurance

Fuel savings Advice on traffic

Gamification Badges Become King/Queen of road Meet new people See a forest grow with efficient

driving behavior


The Driving Machine:AM+A Initial Designs

Dashboard Elements Basic Screens Example Initial Screens


Dashboard Elements:Gauges

Semantic Reference Metrics Viz 1 Viz 2 Viz 3Coolant Temp Gauge °C or °F lighted icons colored states dial/bar

Fuel Gaugempg, empty-full

parts of whole dial/bar colored states

Miles Per Gallon (current and average)

miles digital number

Miles Remaining miles digital number dial/bar colored statesOil Pressure Gauge psi lighted icons colored states dial/barOdometer miles digital number counterSpeedometer/posted speed limit

mph, kph digital number dial/bar 3 states

Tachometer rpm lighted icons dial/barTrip meter miles digital number counter


Dashboard Elements:Indicators, 1/2

Semantic Reference Metrics Viz 1 Viz 2 Viz 3Airbag system faults lighted icon

Blind Zone Warning, Left/Right blinking bars noiseslighted icons

Brake: Pad Warning, Low Fluid lighted iconCharge Warning lighted iconCheckup Required lighted icon

Collision Warning: Front/Back blinking bars noiseslighted icons

Date/Time AM/PM digital number analog clockEngine Malfunction lighted iconGas door location icon

Gear Shift P, R, N, D lighted iconsbar and pointer


Dashboard Elements:Indicators, 2/2

Semantic Reference Metrics Viz 1 Viz 2 Viz 3Low fuel lighted iconLow oil pressure lighted iconLow tire pressure lighted iconOpen: Door, Hood, Trunk lighted iconParking Brake Engaged lighted iconParking Warning, Front/Back blinking barsSeat Belt lighted iconSecurity lighted iconTemperature, Outside °C or °F numbers colored states

Turn Signal, Left/Right blinking arrows noises


Dashboard Elements:Controls

Semantic Reference Metrics Viz 1 Viz 2 Viz 3Contact: Messages, Email, Phone, Contact List

voice-activated touch screen buttons/dials

Heating, Ventilation, A/C, Temperature Left/Right

°C or °F voice-activated touch screen buttons/dials

Lighting voice-activated touch screen buttons/dialsMedia: Channel Change, Volume Control


Navigation: Maps, Traffic, Stops voice-activated touch screen buttons/dialsUtilities: Calendar, Camera, Video, Weather, Calculator, Notes, Reminders, Browser, Epubs, App Store


Vehicle Maintainence voice-activated touch screen buttons/dials


The Driving Machine:Basic Screens

Driver dashboard

1

MM-HVAC

2

Front-seat passenger

3

Driver-seat back

4

Overhead center

5

FS-passenger back

6


Initial Text Design for Screen 1:All Icons


Initial Text Design for Screen 1:Icon Variations


Initial Text Design for Screen 1:Collision Warning for Left Blind Spot


Initial Text Design for Screen 1:Collision Warning with No Warning


Initial Text Design for Screen 1: Blind-Spot Left-Turn Collision Warning


Initial Text Design for Screen 1: No Blind-Spot Left-Turn Collision Warning


Initial Text Design for Screen 1:GPS Navigation


Initial Design of Screen 1 with Customized Backgrounds

Skin 1: Based on Avatar Skin 2: Based on Little Shop of Horrors Skin 3: Based on Atari’s Pac-Man Skin 4: Based on Weingart’s Typography Skin 5: Eco-Background Skin 6: Eco-Bars

All skins might be animated All skins might be custom ordered for increased revenue and brand

popularity All skins designed to preserve legibility, readability


Skin 1 Basis: Movie Avatar


Skin 2 Basis: Movie Little Shop of Horrors


Skin 3 Basis: Atari’s Classic Pac-ManVideo Game


Skin 4 Basis: Weingart’s Post Modern Typography


Skin 4 Basis: Weingart’s Typography, with Over-Speed-Limit Warning


Skin 5: Eco-Background


Skin 6: Eco-Bars Green


Skin 6: Eco-Bars Yellow


Skin 6: Eco-Bars Red


Future Planned R+D for Driving Machine

Design variations for different cultures Design Process Diagrams, Social Networking,

Just-in-Time Knowledge, and Incentives that do not interfere with driver’s tasks

Test designs with different market segments and personas/use scenarios

Revise designs Publish case studies, articles, and videos Find commercial partner to bring ideas to market,

as AM+A did with Green Machine and SAP


The Driving Machine: Using Persuasion and Information to Change Behavior

Aaron Marcus, President, and Scott Abromowitz, Designer/Analyst

Aaron Marcus and Associates, Inc. (AM+A)

1196 Euclid Avenue, Suite 1F, Berkeley, California 94708-1640, USA

Tel: +1-510-601-0994, Email: [email protected]

Web: www.AMandA.com

The Driving Machine (DUXU - 2013)

Business

centered design

sensory overloadallow

advanced ui

follow traffic

turn collision

revised text

change behavior

collision