Dashboard User Experience

WHITE PAPER

Dashboard User Experience: Leveraging

dashboard user experience to make cars
complete masterpiece of the modern times

VOLKSWAGEN GROUP

 HCI is concerned with the influence technology has on how people think,
value, feel, and related and using this understanding to inform technology
design. Ontologically, HCI is now concerned with the experience, felt life,
emotion, desire, fulfillment as well as the more familiar ontology of activities, practices and tasks.
- Wright, P. and McCarthy, J. Empathy and Experience in HCI. In Proc CHI 2008,
ACM Press (2008), 637-646[7]

USER EXPERIENCE

The contemporary definition of user experience relates to computer or computing devices as the context and is described as what a person
feels emotionally and consciously while interacting with a computing device. It encompasses every feeling and the perceptions a user develops
while interacting with an object. To illustrate, some emotions[2] are surprise, joy, irritation, confusion, addiction, gloom that result as the person
interacts with the object.

The multidisciplinary nature[1] of user experience has led to several definitions of and perspectives on user experience, each approaching
the concept from a different viewpoint. Existing definitions for user experience range from a psychological to a business perspective and from
quality centric to value centric. There is no one definition that suits all perspectives. However the contemporary definition draws its context from
the advancements of mobile, ubiquitous, social, and tangible computing
technologies and push the underlying discipline of Human Computer Interaction to the forefront. Due to the ubiquitous use of technologies in
our day-to-day lives, to understand the way we people react and perceive
technology products we have been witnessing significant findings in the
field of human computer interaction. In appropriate words of John J. McCarthy and Peter Right (quoted on the left side of the page), they define
the term human computer interaction and carefully illustrate the association of the field of human computer interaction[8] and user experience.
Human computer interaction roots from the understanding of user experience, however has a pin point focus on the interactions happening between a technology and a person. Delving into such niche depths reveals
several aspects of human behavior which demand to be addressed while
designing a technology.

 Because of continuous merging, there are no holes, mechanical junctions, and dead centers when we have an experience. There are pauses,
places of rest, but they punctuate and define the quality of movment.
- Dewey, J. Having an Experience. Art as Experience 1934. 1-18 [3]

Why User Experience needs to be designed ?

Every product that is ever made is ultimately a resultant work or set
of decisions of a team. The product is designed and engineered for a purpose. Now, when a user of the respective device uses it, the device would
impart its physical nature, it would have a flow[10] to the way it would work
and it would also have a quality of achieving the desired goal for the very
reason it was made. In simple terms there is an experience when the
product is used or interacted with. In this technologically flat world, where
technology has advanced so far ahead
it has become irrelevant to gauge the effectiveness of a product based on
its technology. For example computers processing power has become so
fast, in technical terms of gigahertz, that further advancements in it hardly
bears any meaning to the common person. But there has been interesting
turn of events due to this evolution and that is people have begun caring
about how it feels to use that product. Deriving from the same above example, now the judgement of a computer would depend on how fast the
user feels the computer is and not how fast it technically is. This compels
us to consider experience to be a vital of any product. The question How
is the customers experience with our product ? matters more than How
good is our product ?. This doesnt mean the latter question shouldnt be
considered, it has just been overtaken by the former in terms of priority.

Hence there is a need to understand experience better. John Dewey, the famous philosopher whose work Art as Experience[3] (1934) is regarded by many as one of the most important contributions to this area
in the twentieth century talks best about experience in his work (cited in
the previous page). Dewey[3] explains how there are various types of experience. The first one is a simple experience, it is what we feel and perceive when we do some routine work like laundry. The second and one of
the most prominent one is an experience[1], which is the experience we
have when we are witnessing something extremely delightful. This experience stands out from others, it has a very distinct beginning and an end.
And the experience reverberates in our minds long after the experience
has been finished. He talks how such an experience begins and ends and
have many individual parts in them which flow into each other like a river stream flows but, they dont loose their individual identity rather they
contribute the whole homogenous experience.

 ...Users react very positively when things are clear and understandable...
Good Design should be Innovative.
Good Design should make a product useful.
Good Design is aesthetic design.
Good Design will make a product undestandable.
Good Design is honest.
Good Design is unobtrusive.
Good Design is long-lived.
Good Design is consistent in every detail.
Good Design is environmentally friendly.
Last but not least, good design is as little design as possible.
- Dieter Rams in Objectified. Gary Hustwit. 2009 [15]


Without taking care of the resultant experience a product would deliver it is basically being left up to chances for the customer to like it or not.
A product delivering good experience or an experience would render the
product useful and would looked upon as a tool doing its intended job,
however a bad experience would render the product not useful and would
be disliked by the intended customers[12]. Leaving this judgement up to
chances doesn't make sense, especially when millions are spent making
it to do a certain task. Hence user experience needs to be designed. The
scope of user experience has been explored long ago and companies have
been leveraging it to make products that get the intended customers addicted to it. To quote Dieter Rams[14], the famous product designer behind
Braun products, Users react very positively when things are clear and
understandable. This reflects very clearly in products made by Apple, a
company driven primarily by design that take meticulous care in finding
out how each aspect of their device will be perceived by the customers,
even the subtle ones that are hidden away from the surface. The company
has one of the highest customer satisfaction rates and the customers have
almost a fanatical fan following for the product and the culture of the company. Designing a product well is powerful. Designing an experience is extremely powerful. Designing the user experience of your digital products is
almost predicting how the customers would perceive it and how they feel.

 To satisfy the goals of your customers your design must be useful. In other
words, it must perform the task it was designed for. It must also be usable, or
easy to understand and interact with in a predictable and reliable manner.
Usability has become a basic business requirement as well as a user expectation. Finally, in order to attract users, your design must also be desirable.
- Gorp, T. Van and Adams, E. Design for Emotion. Elsevier 2012. 1-18 [2]

Dashboards

In 80s and 90s cars had fairly simple dashboard[15] with gauges and
buttons to interact and operate the various systems of the car. Back then,
one could swap out the factory music system for something better. Car
enthusiasts primarily did this so they could include better amplifiers and
even more speakersusually to make it loud and full of bass. This would
result in the ability to impress friends, annoy parents, and disturb those
around you in traffic. An aftermarket replacement like the Alpine 7903 relied on hard buttons and 7-segments for its UI. The interface on these systems was relatively simple. They relied on hard buttons to control a small
feature set (read: the stereo). They would then have an entirely different
area of the console that used another set of switches, buttons, and sliders
to deal with things like climate control.

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...the vision we have will always be as much a reflection of ourselves and

our prejudices as it is a discovery of how things really are. In other words,
the very way we see things reveals secrets about us: what we see reveals
what we are looking for, what we are interested in.
- Russon, J. The Forms of Human Exprience:Interpretation in Human Experience.
Albany: State University of New York Press. 9-20 [4]

 This dashboard is from 1995

Nissan Pathfinder shown beside
with an aftermarket stereo and
its separate controls for climate
control. Now lets see a relatively modern dashboard in one of
the luxury cars namely Porsche
918 Spyder.
Nowadays these systems no
longer just deal with the controls on your stereothey deal
with everything. It is common
for the interface in todays consoles to include inputs for complex stereos, multi-zone climate control
systems, navigation, vehicle information centers, phones, contact lists, and
a host of other things. The number of
operations has risen from a couple of
dozen to a few hundred. For example,
the Porsche 918 Spyders center console
controls more than 800 functions. The
current dashboard interfaces simply arent efficiently dealing with the number
of requirements they have. But this is
just part of the problem.

Beyond the vast number of functions these systems are supporting,
there are regulatory and testing requirements, which, definitely need involvement and approval from multiple
groups, partners, and organizations that live outside the manufacturer.
These factors add more constraints, roadblocks, and bureaucracy that
need to be taken into account. These checks and balances add several
time to the design process. In other words, some of what was designed
into your 2015 vehicle started back in 2013 or even earlier, it is the fact.
Cost is another important factor. It is obviously expensive and time consuming to produce the new systems. We are incentivized to create things
that can be adapted and adopted for use across a model range, or in some
cases, across multiple brands. They want to keep those costs down and
have speed to market.
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we at Volkswagen group make great cars that are

pieces of art. Our customers already delight from
various aspects of the car be it the ride quality, the
smoothness of drive, the cabin comfort, the cabin luxury, the engine, the power the car delivers,
etc. However there is one last piece missing in the
puzzle that would render our cars as masterpieces
and that is the Dashboard.


However some of what is being produced is inexcusable for any
company, regardless of the constraints put in front of them. There is no
excuse for a system to use text typography that is unreadable. There is no
defense for an interface that uses icons that are too small to read or mean
something else than what they should represent. We cant rationalize a
palette with poor contrast or bevelled buttons directly copied from old
computer interfaces. Bad design is sometimes just bad designand its
unfortunately pervasive in automotive interfaces.

The clarity, simplicity, and aesthetic of these systems should be more
important to us[5]. We should see it as a major opportunity to bring moments of joy and delight to customers. These are systems that allow us
to physically interact with their brand, that is a very powerful proposition.
Dashboards should not be ugly exercises of frustration. They should express the brand with every interaction. When someone gets in a Porsche
Cayenne and turns on the stereo, or adjust the climate control, it should
feel like Porsche. It shouldnt be the same experience I get when I turn on
the stereo in my Chrysler Town & Country minivan. There are shocking
examples of same interfaces between a luxury super car like Ferrari and a
Chrysler Town & Country minivan. Can we imagine if those two cars shared
another part, like the headlights or door panels? It would never happen.
Then it brings up the all important question that if we are not comfortable
having cars of different segment and quality share each others parts how
can we be satisfied if they had the same dashboard interface.

A driver interacts with the car from different points, no doubt it is
reasonable to argue that interaction with the car happens primarily with
the steering wheel and the gear handle or paddles. But increasingly cars
are becoming more technologically advanced. A big part of the technological advancement is happening in the dashboard. Cars have implemented
touch screens and innovative technology on to the dashboards since long.
But often car companies have been stigmatized with bad design of these
technologies on dashboard. The ground is level now, there is more than
ever room for some car company to think innovatively and bring in a dashboard interface that their customers will delight from. All car companies
make good cars but we at Volkswagen group make great cars that are pieces
of art. Our customers already delight from various aspects of the car be it the
ride quality, the smoothness of drive, the cabin comfort, the cabin luxury, the
engine, the power the car delivers, etc. However there is one last piece missing
in the puzzle that would render our cars as masterpieces and that is the dashboard.

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Strategy for Change

To achieve the last mile of perfection we need to bring some change
to our strategy. It needs to be a little realigned so that we foster a higher
quality of user experience in our cars and thinking from the users point
of view. It would require us to bring about some small changes but result
in significant improvement in the results of our cars experience leading to
greater customer satisfaction and brand loyalty. As Forlizzi [1] pragmatically mentioned understanding experience is difficult and understanding
user experience is even more difficult as it requires multidisciplinary teams
to work together it would help us to spread our strategy plan into different
dimensions of a car production from inception to manufacturing. Some
strategies would be undertaken by the people and for the people while
some would be for the product implemented by the people.

PRODUCT
1. Introduce brand specific in-car dashboard experience
A Volkswagen CC is different from a Porsche Panamera and so is a Lamborghini Aventador from Skoda Octavia. They all have unique bodily characteristics as well felt characteristics. One can easily distinguish whether
they are driving a VW, Porsche or Seat. However while using the dashboard console/interface in any of these cars the experience is not distinct.
The first and foremost change we would like to bring in would be to introduce brand specific experiences inside the car. People buy a Volkswagen
for certain reason and Lamborghini for some other, they deserve to feel
they are using a Volkswagen console if they are driving a Volkswagen.The
dashboard user experience needs to be considered early on and should
be included in the process of inception and proofing of a cars concept.
It would require Volkswagen group companies to hire senior and experienced user experience designers to lead a new division of dashboard and
digital equipment experiences. The primary job of the division would be to
take up the new cars concept or idea and build a holistic in-car dashboard
experience around it. They will also take care of any digital equipment that
is added to the car, judge if the equipment has interaction with the car
users and if yes then take it under their umbrella to design the respective
experience that would result. It would need the involvement of the companys board throughout just like they are involved in the clay modeling
process of the cars concept.
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When a new car is taking shape around the clay modeling stage, the car
also shapes a concept, a goal that the car wants to deliver; introducing the
digital experience and shaping it along with the clay model would maintain
the cohesively in the cars driving and felt experience.
2. Rethink fundamentals in placing of features on a dashboard
Earlier during the pre-touchscreen era the dashboard mainly consisted of
buttons and manual gauges to adjust settings of temperature and music
system. There were buttons for doing specific tasks. However now some
new technologies are introduced because it can be done and not because
it is needed. Also only building on conventional technologies ned be rooted out. Room for innovation has to be created and out of the box thinking
should be brought in as a norm. This would also align with the previous
strategy of making brand specific in-car experiences. For example, Porsche
or Lamborghini since they are pioneer sports car and super car makers the
cars are often driven fast, there is an even more need to keep the drivers
eyes on the road, in this situation a lot of the crucial dashboard displays
need to be moved away from the console which is below the drivers line
of sight.

PEOPLE & PROCESS

1. Introduce User-Centered Design[8] and involve users in the design process
User centered design has been wildly successful when it comes to designing great products in the recent times. It is specifically pioneered by famous
design consultancy firms like IDEO and Adaptive Path. This would require
involving users early in the design process and iterate on their feedback.
This can become especially helpful in gauging early on how comfortable a
customer will be when interacting with the dashboard elements while he is
driving. A number of test cases can be set up and the users interaction and
behavior can be ethnographically observed. It is important to select people
who fit in the profile of a potential customer.

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2. Involve Board members in above steps

If we look at how at the bigger picture of how a car is proposed, conceptualized and manufactured (illustrated on the previous page) board members
approve every step of the physical design changes and provide feedback.
They safeguard the progress and ensure that the changes are in line with
the brands goals, history and objectives. Hence they need to be involved
early on in the design process where they have a say in the experience design progress and changes.
3. Add an independent board member who has prominent background in
design
It would also be extremely beneficial to add another board member who
would work independently and has a background in the field of design.
They can best guide the rest of the board members once the new process
of designing experience is added in to the concept car design process. Prospective candidates could include eminent people or founding members
of promising design consultancy or people of research. Some common
names who are actively involved in the field holding such a similar or advisory position would include Don Norman, JJ Garrett.

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Plan of Action
Building on the strategy the following are objectified plans that ca be taken
upon by the group and executed in a linear order:
1. Appoint an independent board member to the Volkswagen group board
The Volkswagen group board decide to appoint another independent
board member who would bring in fresh perspective to the Volkswagen
group in terms of design. He can be a leading professor in the field of desing, eminent research person, founder or leader of a design consultancy.
2. Start a pilot program and hire a user experience consultancy
The user experience consultancy could lead a pilot program to come up
with the concept of a modern and rich dashboard meeting every expectation of the customers and having at the core a well thought out experience
design. Since this pilot could possibly impact the other groups companies
there has to be no compromise in the selection and autonomy of their
work. Leading user experience consultancy have publicly shown interest
to work in this field, name TeehanLax, a San Francisco based company has
done exemplary work in the field of technology experience design.
Volkswagen group should fund the pilot program. The pilot program to
last over a period of three months or as aligned with the development of
the concept car.
3. Introduce the result in a concept car
The work of the design consultancy should be introduced to a concept car
being developed under the Volkswagen umbrella. The pilot program can
last anywhere from 1-5 years and should conclude with the implementation of the concept design in a real production car.
4. Observation Period
After the launch of the concept production car. The response would be
studied and researched for a period of two to three years. During this time
redesign and fine tuning of experience can be documented for future use.

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5. Spread the result of the pilot among the group companies

The result of the pilots implementation should be documented and be reported to the board and have journals distributed to the group companies.
Upon success of the pilot program, the group can setup training programs
in association with the design consultancy firm.
6. Setup teams in group companies.
Following training of employees in the design team, individual group companies can start recruiting and setting up their own user experience design
teams which would function under their existing car design team.
8. Instruct group companies to hire an independent board member with
design background
The group companies would be appointed or advised to hire their own independent board member with design background.
10. Start quarterly reports from group companies regarding the progress
of implementation of user experience
Upon implementation of all the above programs and having successful
ly built a group culture of leveraging user experience design the practice
would become common and a part of the daily operation. Then the group
can start a case study program in which group companies share their success or findings in the form or research case studies among the group.

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References
[1] Forlizzi 2004. Understanding Experience in Interactive Systems
[2] Gorp, T. Van and Adams, E. Design for Emotion. Elsevier 2012. 1-18
[3] Dewey, J. Having an Experience. Art as Experience 1934. 1-18
[4] Russon, J. The Forms of Human Exprience:Interpretation in Human Experience. Albany: State University of New York Press. 9-20
[5] Csikszenmihalyi, M. and Robinson. The Major Dimensions of Aesthetic
Experience. 27-72
[6] McCarthy, J. and Wright, P., Technology as Experience. MIT Press 2004.
1-105
[7] McCarthy, J. and Wright, P., Empathy and Experience in HCI. CHI 2008
Proceedings
[8] Goodman, E., Kuniavsky, M. and Moed, A. Observing the User Experience. Elsevier 2012
Tullis, T. and Albert, B. Measuring the User Experience. Morgan Kaufmann
Sauro, J. and Lewis, J. R. Quantifying the User Experience.Morgan Kaufmann
[9] Eisner, E. Connoisseurship, Criticism and the Art of Education
[10] Nakamura and Csikszenmihalyi, M. The Concept of Flow
[11] Norman, D. Emotional Machines in Emotional Design
[12] Borgmann, A. Reality of Technology
[13] Janlert and Stolterman, E. Faceless Interactions - A Conceptual Examination of the Notion of Interface: Past, Present and Future
[14] Dieter Rams in Objectified. Gary Hustwit. 2009

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References
[15] Teehan, G. State of in-car UX in http://www.teehanlax.com/blog/thestate-of-in-car-ux/

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