I conducted a 1-day workshop at the Domus Design Academy Automotive Design Summer Course on July 2010. The project was developing a Concept Design for Milan Taxi vehicle, which will be in service at the Expo 2015. It was a quite inspirational and unique experience for me as well as for the students, as the participants varied 18 to 40 years and from diverse backgrounds being student, designer, engineer and educator. Following a short lecture on the methods of user requirements and perceived quality analysis, we conducted a hands-on research by comparing 4 different taxi vehicle models that are in use in Milan. Based on the contextual observations and interviews with users, we discussed on the problematic areas and potential solutions.

1. an INSIGHT
on the EVALUATION of
CAR INTERIORS
Pelin ATASOY
Domus Academy
Introduction to Car Design Summer Course

2. Creating Value for User Experience
....by Design
26/7/2010 2An Insight on the Evaluation of Car Interiors | Pelin ATASOY Domus Academy

3. User Research – why we do it?
Automotive industry:
Competitive market  Added value
 Multi-disciplinary design team
 Long project development process
 Long product lifecycle
Understand the user...
Requirements, dreams,
wants & needs
Create
design value
26/7/2010 3An Insight on the Evaluation of Car Interiors | Pelin ATASOY Domus Academy

4. User Research – why we do it?
Researcher’s role:
implicit  explicit
 Lead the influence of the designer
 Define and clarify the design problem
 Give focus points to the designer
 Help the designer to understand and
emphatise with the user
26/7/2010 4An Insight on the Evaluation of Car Interiors | Pelin ATASOY Domus Academy

5. Understanding Users
“Car” means different things to different users;
or to the same user in different stages of
use...
 A means of transportation
 Vehicle for carriage
 Shield
 Comfort zone
 Status and personality
26/7/2010 5An Insight on the Evaluation of Car Interiors | Pelin ATASOY Domus Academy

6. Understanding Users
A taxi is...
...for the passenger;
 A car with a driver which you hire when you need
 A means of comfortable and fast transportation
...for the taxi driver...
 His workplace
 An instrument which he maintains so attentively to
earn money
 His personal space where he spends his whole day...
 An essential belonging
26/7/2010 6An Insight on the Evaluation of Car Interiors | Pelin ATASOY Domus Academy

7. Perception
Cognition
Evaluation
Previous
Experienc
es
Understanding Users
...for Automotive Interior Design
How can we build an analytical approach to
analyse user expectations and transform them
into design requirements?
User Experience Design Requirements
Pleasant
Boring Safe
STRONG
Comfortable
Dimensions
Color
Texture
Volume
Visual details
Basic/additional features
Designer
26/7/2010 7An Insight on the Evaluation of Car Interiors | Pelin ATASOY Domus Academy

8. Quality of User Experience
User’s Product Evaluation Process
Perception
Cognition
Evaluation
Previous
Experiences
Evaluation Criterion
Other Evaluation Criteria
. . .
User Requirements
26/7/2010 8An Insight on the Evaluation of Car Interiors | Pelin ATASOY Domus Academy

9. User Experience Quality
Types of user inspections:
Cognitive: you know what you need to look based on the
overall image of the product
eg. reachability of the controls,
safety systems in the car
Sensual: It feels like...
eg. Grip of the steering wheel that gives a
feeling of power
Color that makes you feel spacious
Sound on the door tat makes you think the
vehicle is safe
Perception
Cognition
Evaluation
26/7/2010 9An Insight on the Evaluation of Car Interiors | Pelin ATASOY Domus Academy

10. Experience Quality Structure
Pleasant
Boring Safe
STRONG
Comfortable
Product
systems
Product Components/
Parts Experience Qualities
26/7/2010 10An Insight on the Evaluation of Car Interiors | Pelin ATASOY Domus Academy

11. Experience Quality Outcomes
Color use Roominess Easy to Clean
Height of the seat Visibility Safety
Materials High Quality Easy to Repair/Replace
Tresholds & Tensions
IDEAL EQUILIBRIUM
=
SATISFACTORY PRODUCT
26/7/2010 11An Insight on the Evaluation of Car Interiors | Pelin ATASOY Domus Academy

12. Methodological Approach
Interviews
Keywords and criteria
Scale Development
Define & Classify How Car Interior Parts Relate to
Experience Qualities
Define the Design Specifications Regarding the
Evaluation Concepts
26/7/2010 12An Insight on the Evaluation of Car Interiors | Pelin ATASOY Domus Academy

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CONTEXT

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TAXI VEHICLE

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FACILITIES FOR THE
PASSENGER

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FACILITIES FOR THE PASSENGER

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INFORMATION FOR THE PASSENGER

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DASHBOARD
AND DISPLAYS

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DOCUMENTS/LICENSES

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CENTER CONSOLE USE