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User research &
discovery
Understand your customers’ needs, behaviors, and motivations to inform the design of future experiences.
User experience
design
Harness user experience research insights to drive the design and business decisions in your digital products.
User testing &
optimization
Test your products to identify pain points, opportunity areas for improvement, and optimize usability.
Industry
Automotive UX
Automotive UX
Driving innovation through automotive UX research in China & beyond
Our comprehensive understanding of user behavior and technological advancement in the rapidly evolving automotive industry enables manufacturers to make informed decisions that shape tomorrow's automotive experiences. We turn complex user insights into competitive advantages in the world's most dynamic automotive market.
China stands at the forefront of the global automotive revolution, driving innovation in electric vehicles, connectivity, and immersive in-car experiences. As the world's largest and fastest-evolving automotive market, China's influence on vehicle design and user experience is reshaping the industry worldwide.
The global automotive landscape is a dynamic ecosystem where established brands, ambitious EV startups, and tech giants converge, each vying to define the future of mobility. Traditional automakers are rapidly transforming their offerings, while nimble EV startups challenge conventions with bold designs and cutting-edge technology. This fierce competition fuels constant improvement and innovation, pushing the boundaries of what's possible in automotive design and user experience.
Our research projects span the full spectrum of automotive UX
We apply diverse methodologies to uncover deep insights into user behavior, preferences, and pain points, empowering automakers to create vehicles that truly resonate with Chinese consumers.
Infotainment system optimization
We evaluate in-vehicle infotainment systems against the demanding standards of modern drivers in China and APAC. Our comprehensive analysis covers touchscreen responsiveness, gesture control efficiency, menu structures, and information architecture. We assess advanced voice command systems, AI assistant integration, user profile management, and cross-device connectivity to help automakers create infotainment experiences that balance sophisticated functionality with intuitive design.
Navigation system enhancement
Modern navigation systems must evolve beyond basic routing to become intelligent travel companions in complex urban environments. We evaluate real-time traffic integration, dynamic route optimization, and discovery of contextual points of interest. Our research examines the effectiveness of AR navigation overlays, public transportation integration, and personalized recommendations, ensuring navigation systems anticipate and adapt to users' journey patterns and preferences.
HMI design & evaluation
Our Human-Machine Interface analysis combines expert evaluation with comprehensive user testing across all vehicle touchpoints. We assess Head-Up Displays, digital instrument clusters, center console displays, and steering wheel controls while exploring innovative interaction paradigms like 3D visualizations and gesture recognition. Our testing measures user adoption, cognitive load, and performance across various conditions to create interfaces that balance innovation with safety and usability.
ADAS & autonomous driving experience
As autonomous driving technology advances, we optimize user trust and interaction with advanced driver assistance systems. Our research evaluates interface designs facilitating smooth transitions between human and machine control while assessing safety perception and emergency protocols. This comprehensive approach enables manufacturers to develop autonomous features that build user confidence while maintaining appropriate driver engagement.
Advanced connectivity & integration
We investigate how vehicles can seamlessly integrate with users' broader digital ecosystems. Our research covers native app integration, gesture-based information transfer, IoT connectivity, and cloud-based services. We emphasize privacy and security measures for connected features, helping global auto brands create digital experiences that feel essential and trustworthy for tech-savvy consumers across China.
Passenger comfort & entertainment
The shift toward autonomous vehicles demands a complete rethinking of the passenger experience. We evaluate advanced rear-seat entertainment systems, adaptive comfort features, and productivity tools for mobile offices. Our research encompasses social features for shared rides and immersive VR/AR entertainment experiences, helping automakers transform vehicles into sophisticated spaces that serve as mobile living rooms and productive workspaces.
Innovate in China for global markets
Our research anticipates future automotive experiences by exploring emerging technologies, evolving consumer attitudes, and potential industry developments. We help clients shape tomorrow's automotive experiences through strategic foresight and deep user understanding.
Emerging technologies integration
We evaluate user receptiveness to next-generation interface technologies that will define future vehicles. Our research assesses the potential of touchless gesture control systems, smart surface technologies for customizable displays, and advanced driver monitoring systems. We focus particularly on AI-powered voice assistants and natural language interaction, helping manufacturers implement these innovations to enhance rather than complicate the driving experience.
Evolving mobility concepts
We investigate shifting attitudes toward vehicle ownership and access across China and APAC markets. Our research examines the growing acceptance of shared mobility services, the integration of vehicles into smart city infrastructures, and emerging subscription-based access models. Understanding these evolving preferences, we help automotive brands adapt their offerings to new mobility paradigms while identifying opportunities in multimodal transportation and last-mile solutions.
Sustainability & user experience
We analyze how sustainability features influence user perceptions and adoption of next-generation vehicles. Our research encompasses user interactions with EV charging interfaces, acceptance of eco-friendly materials, and the impact of sustainability metrics in vehicle UIs. We explore how gamification of eco-driving behaviors can encourage sustainable practices while enhancing the overall driving experience.
Connectivity & ecosystem integration
We investigate the convergence of automotive, mobile, and smart home technologies to anticipate future connected experiences. Our research focuses on seamless operating system integration across devices, positioning vehicles as central hubs in users' digital lives. We examine how AI assistants can create unified interfaces across connected environments while identifying new opportunities for innovation in the increasingly interconnected automotive landscape.
Our automotive UX research methodologies
We combine sophisticated qualitative and quantitative techniques to deliver actionable insights for automotive UX challenges across China. Our methodology spans user research, testing, and design validation, ensuring a complete understanding of user needs and behaviors.
Focus groups & in-depth interviews
Our expert moderators conduct targeted sessions with automotive executives and consumers to uncover deep insights into user attitudes and expectations. We gather rich qualitative data through carefully structured discussions that inform strategic decisions and future vehicle designs. Our automotive UX specialists are skilled at probing beneath surface-level responses to reveal meaningful insights that drive innovation.
Longitudinal diary studies
Our proprietary recap diary study tool tracks user behaviors and experiences over extended periods, revealing patterns that point-in-time research might miss. This approach captures how driving habits evolve and relationships with vehicles develop over time, providing crucial insights for long-term product strategy and feature development.
Contextual usability testing
We evaluate automotive interfaces in environments that mirror real-world usage, from infotainment systems to digital instrument clusters. Our testing protocols gather comprehensive data on user behavior while measuring task completion times and identifying critical pain points. This real-world context ensures findings that translate directly to improved user experiences.
Comparative benchmarking studies
Our detailed analysis of automotive interfaces across different brands and models identifies industry best practices and innovation opportunities. We evaluate competitive offerings against key performance metrics, helping clients understand their market position and potential areas for differentiation in the China and APAC markets.
In-vehicle design validation
We conduct rigorous on-road testing of UI prototypes using advanced eye-tracking and biometric sensors to gather objective data on driver interaction and cognitive load. This scientific approach to validation ensures designs meet both performance requirements and safety standards in real driving conditions.
Insight synthesis & ideation
Our data-driven approach combines insights from multiple research streams to inform innovative design concepts. Through collaborative ideation sessions, we transform research findings into actionable design directions, creating detailed user personas and journey maps specific to automotive contexts.
Rapid prototyping & iteration
We develop and refine automotive interfaces through an iterative process of prototyping and testing. Using advanced VR/AR technologies for early-stage simulation, we rapidly iterate designs based on continuous user feedback and stakeholder input, ensuring efficient progression from concept to implementation.
Quantitative analysis
Our large-scale surveys provide statistically significant data on user preferences and brand perceptions across China's diverse regions. Using sophisticated analysis tools and advanced sampling techniques, we uncover meaningful patterns and correlations that inform strategic decision-making.
Our Automotive UX Expertise
- A trusted partner to 15+ leading global automotive brands
- Pioneer in EV user experience research and autonomous driving interface design
- Specialized experience in Chinese super-app integration for automotive platforms
- Deep expertise in cross-cultural automotive UX design for both local and international markets
As China's automotive landscape continues to set global standards for innovation, we help manufacturers navigate the convergence of digital ecosystems and vehicle experiences. Our research anticipates the needs of tech-savvy consumers who increasingly view vehicles as extensions of their connected lives.
Recent automotive UX research & design case studies
See how our in-depth research HMI design have shaped smarter, more intuitive in-car experiences, helping automakers understand user needs and enhance driving interactions.
Locations
Shanghai
176 Xietu East Road,
3rd Floor, Huangpu, Shanghai, China
Hong Kong
14 Taikoo Wan Road, 21st Floor, Cityplaza 3, Taikoo, Hong Kong
Sydney
320 Pitt Street Sydney, New South Whales, Australia
Singapore
5 Temasek Boulevard, 17th Floor, Singapore
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