Automotive UX design and data-driven development: Narrowing the gap to support practitioners
Journal article, 2021

The development and evaluation of In-Vehicle Information Systems (IVISs) is strongly based on insights from qualitative studies conducted in artificial contexts (e.g., driving simulators or lab experiments). However, the growing complexity of the systems and the uncertainty about the context in which they are used, create a need to augment qualitative data with quantitative data, collected during real-world driving. In contrast to many digital companies that are already successfully using data-driven methods, Original Equipment Manufacturers (OEMs) are not yet succeeding in releasing the potentials such methods offer. We aim to understand what prevents automotive OEMs from applying data-driven methods, what needs practitioners formulate, and how collecting and analyzing usage data from vehicles can enhance UX activities. We adopted a Multiphase Mixed Methods approach comprising two interview studies with more than 15 UX practitioners and two action research studies conducted with two different OEMs. From the four studies, we synthesize the needs of UX designers, extract limitations within the domain that hinder the application of data-driven methods, elaborate on unleveraged potentials, and formulate recommendations to improve the usage of vehicle data. We conclude that, in addition to modernizing the legal, technical, and organizational infrastructure, UX and Data Science must be brought closer together by reducing silo mentality and increasing interdisciplinary collaboration. New tools and methods need to be developed and UX experts must be empowered to make data-based evidence an integral part of the UX design process.


Patrick Ebel

University of Cologne

Julia Orlovska

Chalmers, Industrial and Materials Science, Product Development

Sebastian Hünemeyer

Karlsruhe Institute of Technology (KIT)

Casper Wickman

Chalmers, Industrial and Materials Science, Product Development

Andreas Vogelsang

University of Cologne

Rikard Söderberg

Chalmers, Industrial and Materials Science

Transportation Research Interdisciplinary Perspectives

25901982 (eISSN)

Vol. 11 100455

Data Driven User Experience - DDUX

VINNOVA (2018-05017), 2019-02-01 -- 2021-12-31.

Data Driven UX

FFI - Strategic Vehicle Research and Innovation (2018-05017), 2019-02-01 -- 2022-12-31.

Subject Categories

Other Computer and Information Science

Information Science

Human Computer Interaction

Vehicle Engineering

Information Systemes, Social aspects

Areas of Advance

Information and Communication Technology



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2/3/2022 1