ANNICKA CAMPBELL-DOLLAGHAN Rightpoint DR. OMER TSIMHONI General Motors EDWARD GUNDLACH General Motors CAMILLE SHARROW-BLAUM Rightpoint ASHLYNN DENNY Rightpoint A leading automaker needed to safely study the impact of the COVID-19 pandemic upon driver and passenger experience to effectively prioritize future in-vehicle features related to cleanliness. In this case study, we'll share our approach and retrospective learnings on how to understand, contextualize, and anticipate the impact of major societal shifts as they happen. Article citation: 2021 EPIC Proceedings pp 75–90, ISSN 1559-8918, https://www.epicpeople.org/epic Keywords: Remote Methods, Diary Study, Automotive, COVID-19...
Designing for Interactions with Automated Vehicles: Ethnography at the Boundary of Quantitative-Data-Driven Disciplines
Dhanabir Sharma • 0 Comments
MARKUS ROTHMÜLLER School of Architecture, Design and Planning, Aalborg University Copenhagen, Denmark and Shift Insights & Innovation Consulting PERNILLE HOLM RASMUSSEN School of Architecture, Design and Planning, Aalborg University Copenhagen, Denmark SIGNE ALEXANDRA VENDELBO-LARSEN School of Architecture, Design and Planning, Aalborg University Copenhagen, Denmark Case Study—This case study presents ethnographic work in the midst of two fields of technological innovation: automated vehicles (AV) and virtual reality (VR). It showcases the work of three MSc. Techno-Anthropology students and their collaboration with the EU H2020 project ‘interACT’, sharing the goal to develop external human-machine interfaces (e-HMI) for AVs to cooperate with human road users in urban traffic in the future. The authors reflect on their collaboration with human factor researchers, data scientists, engineers, experimental researchers, VR-developers and HMI-designers, and on experienced challenges between the paradigms of qualitative...
Riding with Heidegger: A New Perspective on the Premium Vehicle
Jennifer Collier Jennings
by BENJAMIN AHNERT, ReD Associates The car has been the subject of social scientific research for decades. Scholars have described the empowerment people feel through the physical sensations of speed and acceleration. The ability of the premium vehicle to express status has been a staple of literature on signaling and social stratification. These days, even in emerging markets, premium vehicles are no longer scarce. In 2013 the German and British premium brands already operated 1,085 dealerships in China; by 2020 an estimated 300 million Chinese will be able to afford premium vehicles. Meanwhile, congestion is increasingly severe. Between 2005 and 2013, the number of vehicles in China rose at a CAGR of 19%, yet the length of Chinese roads rose at just 3.4%. Beijing, Shanghai, and Guangzhou have less than 1 km of road per one 1000 inhabitants, around one-fifth the amount in congested London and New York. In the face of these changes, a client sought our help to reinvestigate the meaning of premium mobility beyond status and...
What Is a Product? How a New Definition is Leading Us toward a Place-Based Design Process
Jennifer Collier Jennings
by MEGAN NEESE, Future Lab, Nissan Motor Ltd. The Product Company Identity Crisis I have always worked at or with OEMs (original equipment manufacturing companies) in the industrial design and product development industry. The work has ranged from very large products such as sleeper cabins for long haul trucks and farming equipment down to very small products in the consumer electronics industry, but consistently, the emphasis has always been on products. The very nature of being an equipment maker requires expertise in integrating parts, components, and systems into physical objects. Product development processes have always been structurally similar, focused on integration and related at some level to Stage Gate or Six Sigma. They reflect the constraints of manufacturing, in which decisions are cascading to ensure forward momentum and reduce last-minute changes that could have unforeseen ricochet effects on years of decisions that have already been made. And they work—so long as you don’t consider software, data, automation, or...
Ethnographic Study Lifts the Hood on what REALLY Goes On inside that Car
Jennifer Collier Jennings
by BRIGITTE JORDAN (Nissan Research Center - Silicon Valley), CHRISTINA WASSON (University of North Texas), and HEATHER S. ROTH-LOBO (University of North Texas) Driverless cars—the term, the fantasy, promises a pinnacle of automotive engineering that takes the human entirely out of the picture. But the closer the technology comes to reality, the more obvious it becomes that “driverless” doesn’t mean “people-less.” The automotive industry needs answers to questions that are fundamentally human and understanding of issues that are fundamentally social. We need to understand the social life of the car. No stranger to Silicon Valley hi-tech labs, Gitti’s charge at Nissan was to establish ethnography and design anthropology as foundational components of research that would underlie all aspects of the human-centered design that was the Lab’s purpose and ambition. The goal was to provide a path for thinking outside (and inside) of the technology box to generate actionable and inspirational techno-social insights. As she...