Developing The Future of Driving
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title slide Lead insights and new value creation 25 February, 2011 Michael Eckersley, PhD [email protected] Developing The Future of Driving Smart Systems to Keep Connected Drivers Safe 6 May, 2011 Michael Eckersley, PhD [email protected]
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Developing The Future of Driving: Smart Systems to Keep Connected Drivers Safe. Presentation given at May 6 Conference: The New American Dream: Smart Grid, Smart Home, Smart Car
Transcript of Developing The Future of Driving
title slideLead insights and new value creation
25 February, 2011
Michael Eckersley, PhD
Developing The Future of Driving
Smart Systems to Keep Connected Drivers Safe
6 May, 2011
Michael Eckersley, PhD
© HumanCentered 2004, All Rights Reserved
Contributors to this presentation include the following KU
graduate and undergraduate students in Design Management,
Interaction Design, and Industrial Design:
Bob Bartels
Nathan Borror
Cathy Clark
Brook Graham
Cozette Kosary
Maria Jose Misalem
Ross Dansby
Katrina Hickam
Kimberly McKenna
Justin Powell
Tim Seley
© HumanCentered 2004, All Rights Reserved
In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.
– Steve Jobs
“The human-centered approach puts people’s needs first,
technology second. It focuses upon human activities. It
makes the technology invisible, embedded within activity-
specific information appliances. Simple, powerful,
enjoyable.”
–Donald Norman
Optimizing for the End-Customer
Design Research and Market Research
“Discovery oriented design research, at its core, is about developing
usable insights for a design project. It is dangerous to confuse
traditional market research with design research; market research is
an end in itself, and is often judged on whether or not the research
told the firm anything new. Design research has a different,
perhaps more challenging goal: provide the design team /
management team the right inputs to create concepts and ideas that
are distinctive. This is an important, but subtle difference.”
– Jeremy Alexis, ID, IIT
© HumanCentered 2004, All Rights Reserved
Learning from “Quality”
Statistical process control
TQM
Kaizen
Six-Sigma
Our task: “Tame” innovation
“You can’t Six-Sigma your way to high-impact innovation –Bruce Nussbaum
create a business
develop offerings
sell them to customers
conventionalapproach
“predict & provide”
deeply understand customers/
users
develop concepts & offerings
build a business
around them
human-centeredapproach
“learn & respond”
adapted from Vijay Kumar, ID, IIT
bridge
>
>
© HumanCentered 2004, All Rights Reserved
We know how to engineer amazing things
Our task: Bring decisions about user experience into the early stages of development.
Align strategic benefit with the consumer value
The harder problem today is knowing
what to innovate
© HumanCentered 2007, All Rights Reserved Interaction Design
feasib
ility
(technolo
gy)
via
bility
(econom
ics,
busin
ess)
desirability(customer
experience)
*front stage
performance
back stage performance
boundaries and systems contexts
start here
problem & opportunity discovery:
framed within business or community objectives
unmet customer needs, wants
Develop a Systems Understanding of The Problem
“street-level” issues & operations
physical/biological
socio-cultural
psychological
spiritual
Deep Search:human factors
global
macro economic
market/industrial
organizational
High Search:environmental
& market factors
Learning Cycle 0
LearningCycle 1(time)
0
1
2
3
4
4
3
2
1
High
Deep
Syste
ms S
cope
Describe your optimal driving
experience
How do you feel in your car?
Are you a good driver?
Why do you drive?
Describe your optimal driving
experience
How do you feel in your car?
Are you a good driver?
Why do you drive?
Katrina Hickam, Travis White, Kimberly McKenna, Justin Powell
MariaJose Miselem, Cozette Cosary, Cathy Clark
MariaJose Miselem, Cozette Cosary, Cathy Clark
MariaJose Miselem, Cozette Cosary, Cathy Clark
Using the Phone and Driving:Current Behavior
92#%#Use their Phone when they Drive72#%#TextMusic
GPS
36#%#Feel Safe using their Phonewhile Driving
52#%#Feel Very Unsafe when others use a Phone and Drive
93#%#Would blockCallsTextEmail
92#%#Want Usability of Phone if car comes to a complete stop
72#%#Send out Automated Messages while Driving
http://vimeo.com/16227154
Cathy Clark , Ross Dansby , Brook Graham, Cozette Kosary , MariaJose Miselem, Tim Seley
http://vimeo.com/16231494
Ross Dansby, Brook Graham, Tim Seley
Ross Dansby, Brook Graham, Tim Seley
www.slideshare.net/timseley/adaptive-intelligence-dansby-graham-seley-final-ixd-presentation-6216981
title slideLead insights and new value creation
25 February, 2011
Michael Eckersley, PhD
6 May, 2011
Michael Eckersley, PhD
Developing The Future of Driving
Smart Systems to Keep Connected Drivers Safe
