Optimization of driver assistants to improve user experience and driver safety
We helped our customer from the automotive industry to improve the user experience of their autonomous driving assistant and enabled them to develop a deep understanding of unconsciously preferred and disfavored features when using the driver assistance systems from a customer perspective. Additionally, we informed about how different customer segments perceive driver assistants and why they use them or prefer not to. We also as shown how to adapt the characteristics of the driver assistants to the actual, implicit customer needs.
What did we do?
Our top priority was to test the user experience of the driver assistance system under real conditions. To do this, participants were equipped with EEGs, eye tracking and HRV sensors and asked to use the various driver assistance systems (such as cruise control) as they would usually do. This way, disruptive elements were identified when using the driver assistants that caused a poor user experience (UX) and precisely determined:
- how intuitively the driving assistants can be operated
- how comfortable the drivers feel when using the driver assistants and
- how the drivers subconsciously perceive and assess the driver assistants
Based on these insights, recommendations were derived to optimize the controls in the vehicle as well as the overall driver experience.
Which value can we create for you and your business?
In contrast to direct UX research methods, such as interviews and questionnaires, we use indirect, neuroscientific approaches to determine the actual and unconscious perception and satisfaction of users with digital or physical products. This way, we make sure that we get an honest impression of the user experience and improve the acceptance and user-friendliness of your products or individual features so that they are actually used with pleasure. This does not only increase customer satisfaction, but also drives customer and brand loyalty as well as your retention rate.
Did you know that about 10% of the population enjoys arousal caused by horror movies?
Horror movies, more than any other genre, uses sound to create tension. Tension in combination with relevance and unrealism is a primary success factor of this highly controversial genre. It is increased slowly and the physical and emotional arousal rises while watching horror movies. The feeling of fear can trigger our fight or flight response which results in a boost of endorphins, adrenaline, and dopamine. As long as our brain knows that we are only watching a movie and are in a safe spot, this cocktail can make us feel great. Especially, once the tension is released as the feeling of release boosts our positive feelings. Horror movies are one example of how movies can create a large range of bodily and psychological reactions. Nevertheless, arousal and intuitive liking are factors that all types of movies, especially movie trailers, are supposed to provide. With neuroscientific methods, reactions to movies can be measured and quantified, e.g. GSR detecting stress and excitement.