Member-only story
How to create the best In-Car Experience
As the automotive industry undergoes a rapid transformation driven by digitalization, two industry experts, Dr. Moritz Neukirchner and Parrish Hanna, have offered insightful perspectives on the challenges faced by Original Equipment Manufacturers (OEMs) in designing sophisticated and user-centric in-car experiences.
Dr. Neukirchner, a technology strategist focused on software-defined vehicles (SDVs), argues in his article “The SDV needs a new concept for usability. Here is why” that the current approach to automotive software is failing to meet user needs.
Dr. Neukirchner draws a comparison to the early days of smartphones, suggesting that a revolutionary user interface concept, akin to the iPhone’s “pinch-to-zoom,” is needed for the automotive industry.
Neukirchner contends that current touchscreen-centric interfaces are not suitable for use while driving and can lead to distraction. Instead, he proposes that the key to user-friendly automotive experiences lies in voice-enabled, context-aware AI, combined with various interface elements like displays, sound, lighting, and haptic feedback.
Parrish Hanna, senior director of Automotive Consulting at Capgemini Invent, echoes these concerns in his article “Amid Copious Vehicle Features, OEMs Need a New CX Strategy.” Hanna cites J.D. Power studies that…
