User Experience

DESIGN James Vreeken

Cagatay Celebioglu
 Introduction:
Exterior Design
The exterior design of cars usually demands a potential driv-
ers first attention. We look at a car and think to ourselves,
“Wow, that looks nice! I want that!” People have different
reasons for wanting cars, be it looks, speed, cost, features
and so forth.
However, regardless of the cost or features of a car, the
interior design and user experience design of the car are
some of the biggest factors adding to the experience of a
pleasurable drive.

Interior Design
A car can look great on the outside, but just like human be-
ings, it is what is on the inside that really counts. The interior
design, and user experience design of cars is really what
makes a good car into a great car.
Many factors go into the creation of a great user experience.
Build quality of materials, ergonomics, ease of use... These
are just a few things that add to the experience.
In the next few pages we will explore more in depth and go
into the details of our intentions with this project.

Page 2
Intention:
Our intention
We are a digital media research group at Utah Valley University
focusing on User Experience Design. We have conducted a re-
search project dealing with the user experience design of luxury
cars. We appreciate and acknowledge the time and hard work
Audi and Cadillac consistently put into creating the best user ex-
perience.
We will be researching what makes Audi and Cadillac stand out
from other cars in their respective classes. We will be compar-
ing and contrasting different features of each car and analysing
what makes each respective vehicle easy to use, understand,
and enjoy. We have conducted real-world unbiased tests with
potential buyers for each car in order to gather information and
feedback from real people of what makes these cars so luxuri-
ous and easy to drive.

We will be primarily focusing on 3 main points.

1.) Car gauges, dials, controls, and so forth.
2.) Navigation systems.
3.) Audio/Video features.

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 Time Line:
Jan Feb Mar April
20 21 22 23 26 28 30 3 5 6 7 12 13 14 20 22 23 26 5 6 7 10 11 12 13 22 23 28 1 2 3 4 5 6 7 8 9 10 14 15 16 17 18 19 20 21

Research Evaluation of data Design Recommendations Presentation

Phase 1 Phase 2 Phase 3 Phase 4

Preparation & Research Preparation & Research Preparation & Research Final
Collecting information, interfacing with collabora- Collecting information, interfacing Collecting information, interfacing Final document.
tors. Seeking inspiration, analysing information, with collaborators. Seeking inspira- with collaborators. Seeking inspira- Things we have
working with the identified target group, making tion, analysing information, working tion, analysing information, work- learned and sum-
design goals and researching companies. with the identified target group, mak- ing with the identified target group, mary.
ing design goals and researching making design goals and research-
User Testing and Trials
companies. ing companies.
Making usability testing schematics. Coming up
User Testing and Trials User Testing and Trials
with various usability tests for users to perform.
Making usability testing schemat- Making usability testing schematics.
Additional Testing
ics. Coming up with various usability Coming up with various usability
Trip down to the local dealers tests for users to perform. tests for users to perform.
Additional Testing Additional Testing
Trip down to the local dealers Trip down to the local dealers

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Design Process:


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 The Contenders

Cadillac SRX
Audi Q7

Page 6
The Contenders
Cadillac SRX :
The Cadillac SRX is a luxury crossover SUV that has lived two lives. In its first incarnation, the SRX borrowed its rear-wheel-drive underpinnings from the original CTS
sport sedan and boasted options like a third-row seat and a V8. In its current form, the SRX is smaller, limited to five seats and V6 power, and it rides on a front-
wheel-drive platform distantly related to the Saturn Vue compact SUV.

Like all crossovers, the Cadillac SRX utilizes components and construction more often associated with cars than trucks like its Escalade brand mate. The result is
a more comfortable ride and better handling, since many consumers don’t need the tougher, truck-type construction that is advisable for heavy-duty chores such
as towing or off-road travel. We’re bigger fans of the first SRX than the second, but even the new one is worth a look if you’re partial to America’s foremost luxury
brand.

One of the SRX’s most appealing traits is its healthy roster of standard equipment. There are four available trim levels for the new SRX: base, Luxury Collection, Per-
formance Collection and Premium Collection.

Audi Q7 :
The Audi Q7 is one of the newer large luxury SUVs to become available. It doesn’t disappoint, and comes with all the quality and understated opulence buyers have
come to expect from the respected German marque. The Q7’s bloodlines are evident in its incredibly swank interior. Craftsmanship is first-rate throughout, and the
big SUV is decked out with a wide array of sophisticated luxury and safety features.

The Q7 isn’t without its flaws. The vehicle’s full complement of features contributes to its ponderous curb weight, which strips some crispness from its acceleration.
Fuel economy is poor. And those hoping to keep the kids occupied on road trips with showings of “The Incredibles” will be disappointed to learn that the Q7 isn’t
available with a factory-installed DVD entertainment system.

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 Technology they use
Cadillacs Technology:
-Cadillac advanced key
Adaptive Cruise Control - Also called intelligent cruise control that adjusts the vehicle’s speed depend-
-Cadillac pop-up navigation
ing on the car ahead of you. ACC uses a laser or radar to keep pace with the car in front of you.
You set the cruise control and if the car in front of you slows down, your car will also slow down. It -Integrated ipod connectivity
does the same when they speed up; constantly maintaining a the same amount of space between
-Hard drive with 10 GB music storage
cars. This is great for traffic congestion situations and highway cruising. In fact the fellows on the
British show Top Gear tested this feature. They followed a car, that car then decelerated down to a -Cadillac parking system with rearview camera
stop and the chase car with ACC enabled also decelerated to a stop without an accident; proving -Cadillac blind zone alert
how reliable the Adaptive Cruise Control really is.
-Cadillac lane departure warning system
Blind Zone Alert - How many accidents per year could be avoided if only the driver knew someone
was in their blind spot? Well Cadillac has an ingenious Side Blind Zone System; which uses radar -On-Star Emergency service
beams to sweep a predetermined 11ft x 16ft zone along the car. You will get a visual cue in the form -Bose surround sound 5.1
of an orange icon that will illuminate in the side mirror that has an object within the blind spot. This
informs the driver that a lane change may not be safe. -Electronic cruise control

Lane Departure Warning System - A camera located between the windshield and rear view mirror -Bluetooth
uses markings on the road to identify the path of travel. When the driver, who may be drowsy or -Sirius Satellite Radio
distracted, strays from this path for any reason; the car flashes alert lights in the gauge cluster and
-Six-disc CD changer
sounds an alert chime. And when the turn signal is used this system is disabled.
Driver Information Center - The DIC is an all in one information display that keeps the driver informed
of key vehicle data. The Driver Information Center allows the operator to monitor 46 different driv-
ing points such as: tire pressure, trip odometer, coolant temperature, oil pressure, and fuel info. You
can also control the remote door locking features, headlight settings, mirror positions, seat recall, and
interior lighting among other things.

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Technology they use
Audi’s Technology : -Audi advanced key
Audi side assist- Active at speeds over 19 mph, Audi side assist system monitors the blind
-Audi MMI navigation plus
spot areas, as well as fast-approaching vehicles, at a range of about 150 ft. to the rear of the car. If
Audi side assist identifies another vehicle, it informs the driver via LED lights in the exterior mirror. The -Audi music interface with ipod integration
driver has the ability to disable this feature. -Audi parking system with rear view camera
Audi Parking System- Using ultrasonic sensors to measure distance, Audi parking system -Audi side assist
emits an intermittent warning tone to indicate how far the car is from an obstacle. As the distance
decreases, the warning tone becomes faster. It first sounds when the car is a little over 5 feet from -Adaptive cruise control
the obstacle. -Bang&Olufsen advanced sound system
Adaptive cruise control - this system helps monitor distance to the vehicle in front via radar -Bose surround sound
sensors and automatically reduces speed, as well as resumes speed, to maintain the driver-selected
safe distance. -Electronic cruise control

Audi MMI Navigation -Audi MMI plus features a 7” full color lc scream mad MMI control logic . It -Homelink and bluetooth
is powered by 40 GB hard drive and NVIDIA processor to enhance graphics. MMI offers #d topog- -Sirius Satellite Radio
raphy , including the buildings , houses in the cities . Driver information system and navigation through
-Six-disc CD changer
audible route guidance and graphics.
-Rain&l Light sensors with “ coming home “
Rain&l Light sensors with “ coming home “ feature -This system is located on the windshield behind
feature
the rear view mirror, the rain sensor activates the windshields wipers automatically.
The light sensor measures the light conditions and activates low-beam headlights when head light
control is set to :auto mode. Coming home feature, lights remain on for an extended time when exit-
ing the vehicle and when approaching and unlocking the vehicle.

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 Learning the Functionality:
How people Learn
People learn by exploring their surroundings. New multimedia technolo-
gies can be effective on learning the functionality more faster for people.
Today , interior design of the cars are surrounded by multimedia devices
and technologies. Practicing the technology , trial and error method, is the
easiest technique of learning the new systems.
Social Story
These are stories that are created to understand what people are think-
ing about the functionality of car interiors and what features they use
during the day. The first impressions are always important to determine
whether its complicated or understandable. There is an example of a so-
cial story.
When I first sit down to my car, early morning
[Dogan Demir , PhD student , University of Utah ]
- I don’t really look for functionality in the morning .
- Most of the people start the car and run the heater system
While driving the car , afternoon
-Audio system is the main multimedia device that I use.
While driving the car , at night
- I want to feel the nice lighted ambience interior and again audio system
is the main device that I use.

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 Filtering Through the research
Filtering our ideas

- We gathered all the information together through our visits and read
ings for Cadillac and Audi. We sat down and started exchanging sto-
ries about our research experiences and started putting our instructions
down.
- We realized that the both cars are very well designed and structured to
serve the vest for their owners. However, the complexity is the main fac-
tor behind all the functionality in these cars.
- We realized that people are mostly looking for a nice ambience , audio
system and heater system that is always easy to use and navigate.
- Another interesting finding was that the people like touching devices and
features more than pressing the buttons.
- Learning always included some kind of interest of multimedia devices.
For some it can be hard while others it was an easy task to understand.

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 Gauges, dials & controls:

Page 12
Gauges, dials & controls:
1-Window Lock and Unlock.
19-Heat Controls for passenger/ Heated Seat con-
2-Power Window Controls trols for passenger
3-Adjuster control for outside mirrors 20-Stabili Track parking assist/ECO mode buttons
4-Power Lift Gate 21-Climate Controls
5-Exterior Ligth Switches 22-NAvigation/Audio Controls
6-Instrument Panel Brightness 23-Heated Seat controls for Driver
7-Turn signal level/ Driver Information Center Controls 24-Heat controls for driver
8-Power Gauges 25-Pop-up Navigation Button
9-Driver information Center 26-wheel Phone button
10-Gas, Heat, MPG control Gauges 27-audio steering wheel controls
11-Windshield wipers leveler 28-audio steering wheel controls
12-Volume level/ Audio On/off switch 29-Cruise control buttons
13-Kids Lock buttons , 30-Cruise control buttons
14-Pop Up Navigation system / Information Screen 31-Cruise control buttons
15- Lock button for doors. 32-Steering wheel leveler
16-Tune up Switch for Audio 33-Gas,nbrake pedals leveler
17-Phone System Button 34-Start/Stop
18- Air outlet controller 35-Shift lever/driver shift control

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 Interior Details

Keyless start system is on the Cadillac SRX which

is an user friendly action. With the vehicle in park
or neutral, pressing the brake and the Start/Stop
button to start the engine. Green indicator light will
illuminate after this action. Shift to park and press
Start/Stop button to stop the engine.
Power lift gate button is on the drivers door to
control lift gate by options. Three different modes
gives driver a control of choice on the lift gate.
Drivers Shift control gives driver an option of driv-
ing the vehicle in sportier manner or an option of
downshifting while driving on a downhill grade to
provide engine brake.
Traction control button. Electric parking brake but-
ton , parking assist buttons are provided around
the drivers shift control area.

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 Interior Details
Kids lock buttons are in the main console
instead of the door. This makes it easier to
control for drivers.
Navigation and audio controls are pretty
classic. We don’t see anything unusual here.
Record button is an option to record what is
playing on the radio. Driver can always re-
listen and delete the audio that is recorded.

Navigation and Audio controls

Climate controls are pretty classic as well as
the audio controls.
Fan speed buttons, auto control button, air
circulation control buttons and heater location
control buttons are the main buttons for drover
to control easily.
Every time there is an action , information will
be shown on the pop-up screen for the driver.

Climate Controls

Page 15
 Climate Controls
Automatic climate control system both with
temperature , air distrubition and fan speed.
Driver determines what temperature will be
used by the heater level controls.
When driver puts in automatic option , it
senses what is going on and the fan will
come on.
How ever it wont blast you with the cold
air. It will blow casually until the temperature
of the car is perfect.
Driver can always over write the fan by
doing manually.
Circulating air available for drivers to use.
According to the law little bit fresh air still
needs to get in while using the circulation.

This is an amazing system for users to view

weather conditions by a broadcasting sys-
tem. It updates automatically wherever you
are.

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 Driver info center Structure
Driver Information center
Directions from the available navigation #
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system and whatever information driver !

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 Audio/Video
The SRX comes up with standard and luxury options. !0
speakers of Bose Surround -audio system gives us a enjoy-
able media environment.
Integrated Ipod connectivity is designed to control drivers ipod
or compatible mp3 device with steering wheel controls.
We always know what’s playing with music information on
the radio/navigation display. 10 GB of music storage is a huge
plus for music lovers

Portable Audio Devices

Independent rear -seat audio control with two head phone
jacks.
A 3.5 mm Auxiliary input jack and a USB port are located in
the center console. Hard Drive Storage is available to read mu-
sic from compatible CD’s, MP3’s and USB storage devices.

DVD Entertainment System

There is two available seat-mounted , flip-up 8 inch screens to
watch DVD or play a game. These are DivX compatible and
two channel wireless head phones and remote game options
are also available.

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 Navigation
Pop-up navigation system is advanced in cadillac SRX.
Pop-up touch screen is very useful in order to be fast
and more user friendly. XM Navi traffic - a satellite deliv-
ered traffic information service is available .
The Navigation system is driven off a hard drive instead
of a DVD disc. This makes it accurate , fresh and up-
dated. You can change the map look to you preference
of dimension anytime you want. When vehicle is moving
various on screen functions are disabled to reduce driver
distraction.

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 Navigation Structure






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User Experience Circulation

User Experience Circulation

Page 21
Gauges, dials & controls:

Page 22
Gauges, dials & controls:
1-Memory buttons/Driver Seat 17-Audio system / cD player/ cD changer
2-Power Locking Switch 18- Esp/ Emergency Flashers/ indicator for passen-
3-Side Assist Button ger airbag on/off
4-Power Window Switches 19-climate control screen
5-Air outlets 20-climate control dash
6-Light Switch 21-Ash tray
7-Control level for cruise and adaptive cruise control 22- 12 V outlet
8-Turn signal and light beam 23-audio control
9-Cruise and audio controls. 24-storage compartment
10-Steering wheel with airbag, horn and buttons 25-MMI terminal
11-Instrument Cluster 26-start/ stop button
12-Switich for windshield and trip computer. 27-12 V outlett
13-Buttons for valet key function, reset button for trip 28- Parking brake pedal
odometer, check, instrument lightning 29 -Buttons for fuel filter door and trunk.
14-MMI Display 30- Engine/hood release
15- Buttons for swtiching MMI display on/ off,
unlocking glove compartment.
16-Glove Compartment

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 Interior Details
Advanced Audi key system gives driver the
power of unlocking and starting the car without
removing the key from a pocket. With the vehi-
cle in park or neutral, pressing the breaks and
the start button will start the engine. Shift to park
and pressing the stop button will stop the en-
gine.

Memory seat options, door lock buttons and

side assist button are located around the door
handle which gives driver an easy control of the
seat , door and side assist actions.

Drivers shift control can be used for the sport

manner as well as the triptronic system.

12V outlet , start / stop button , navigation/MMI

control / audio system buttons are provided
around the driver shift control area.

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 Interior Details
- Leather seating surfaces 12-way heated power front - Alarm system -inc: theft-deterrent light, engine immo-
bucket seats w/4-way power lumbar adjustment & ad- bilizer Pwr windows -inc: 2-stage button, pwr reten-
justable head restraints. tion, pinch protection, 1-touch up/down at all locations,
- 40/20/40 split-folding 2nd row seat w/collapsible sec- illuminated driver switch.
ond-row outboard headrests 50/50 split-folding 3rd row - Auto-dimming rearview mirror w/compass
seat -inc: 1-action lowering from rear, dual cupholders,
collapsible outboard headrests. - Manual tilt/telescopic steering column
- Net map pockets on front seatbacks - (4) bottle holders
- Rear center armrest -inc: dual cupholders. - (1) ashtray in each rear door.
- Velour carpeting Front/rear floor mats w/fastening mech- - Ambient red lighting in headliner for dash & console
anism. - Illumination for interior door release handles & air
- Backlit instrumentation -inc: tachometer, speedometer, vent controls
fuel gauge, coolant temp gauge, digital clock w/date. - Rear seat HVAC vents in each B pillar, under each
- Trip computer front seat, & in rear of front center console.
- Digital trip odometer w/service interval indicator - Rear window defogger Illuminated pwr glovebox -inc:
valet lockout, drink cooling air conditioning.
- Driver info display -inc: 8-color display, 5-function trip
computer, outside temp, auto check system, speed warn- - Dual front cupholders -
ing device, telephone, radio, navigation, telematics, picto- - (5) pwr outlets
gram display
- Retractable cargo cover
-Most optical bus connecting infotainment electronics.
-HomeLink transceiver in overhead console.

Page 25
 Climate Controls

Audi comes up with a very user friendly and its own design
on the climate controls. This is basically same on all Audi
cars. Dual - zone automatic climate control is available both
with heated seat controls , fan controls and air distrubition
controls .
Temperature level is controlled by a wheel which makes it
more easier and user friendly to manage the heat level while
driving the vehicle.
On/off button is also located on the system so driver can
easily turn on/off the climate control.
The actions on the climate control will show up on the main
screen to inform the driver.

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 MMI System

MMI, multimedia interface, is generated by Audi.

It controls a variety of device functions of the car. This covers
the vast array of buttons on the dashboard.
MMI operates the car entertainment tools , car electronics and
other technologies.
It is available in two specifications, the standard MMI (with 8
speakers, monochrome display, and radio/CD player, and
function keys),
MMI High (7” hi-res colour monitor, double tuner extended radio,
DSP sound system, and separate CD changer.
This is a great technology to see in a car and it is user friendly
. However, it I difficult to operate while driving the car.

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MMI interface

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MMI Screen

Audi Increased it lead in intertainment technology further

with MMI tecchnology. MMI system is now a state of the
art high system.
User is able to control any entartainment feature that is
available on the MMI system. Car setup to audio options,
heater settings to navigation features are all under control
with a joystick that can be controlled eight way.

Page 29
 Audio/Video

Audi Q7 comes up with BOSE 14 speaker system includ-

ing a center speaker and a subwoofer with an output of
270 watts.
Bang&Oulfen advanced sound system is an option for the
best virtual concert music system. This 14 speaker music
system puts out 1000 watt of power and combines digital
music technologies.
Audi Music interface gives an integration with ipod connec-
tivity which is connected through the glove box. Full ipod
controls are available on the MMI screen.
!0 disc CD changer is available on the audio multimedia
system.

DVD entertainment System

Q7 is not available with factory installed DVD entertainment

system. This is a huge negative while there is a lot of tech-
nologies for this car.

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 Navigation

Audi MMI navigation features 7 inch full color LCD screen

.It is powered by 40 GB hard drive and an NVIDIA proc-
essor to enhance graphics. This generation of MMI is
available with 3D graphics, including the buildings in the
cities.
MMI navigation system consist of two buttons . Nav but-
ton and info button.
Nav button access all the navigation features and the
info button provides a summary of destination and addi-
tional functions.

Page 31
 Navigation Structure
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Page 33
 Personas Testing
Suzan Tahir Title : Civil and Enviroment Engineer
Persona Education: PhD Civil and Enviroment Engineer
Age : 30 Location : Salt Lake City Utah
Income : 75,000$

Goals :
- Ease of Use
- Take advantage of most features
Task :
- Operate MMI system features such as audio and
car setup.
- Operate Navigation system on Audi
5
Summary :
Scale of 1-5 - Suzan was impressed with so many features that
4
Ease of Use are avaliable on MMI system. However , First point that
she complained was the MMI wheel location. She said
3 that it is really hard to focus on screen and the wheel
Car Setup on MMI while trying to operate the system. She was able to put
2
Navigation in a location in less than 2 minutes on the navigation. She
stated that the MMI screen should be bigger and closer
MMI Wheel
1 to the driver. Accordung to her , touchscreen feature
Audio Controls would be a huge plus and easy to operate while driving
0
Rating the vehicle.

Page 34
 na

Personas Testing
Mike Hessick Title : Software Developer - IT
Education: Computer Engineering
Age : 30 Location : Salt Lake City Utah
Income : 90,000$

Goals :
- User friendly operations
- Easy coverage of most features
Task :
- Operate MMI system features
- Operate Navigation system on Audi and interior de-
tails.
Summary :
5
- Mike Hessick is a high-tech worker and he was
Scale of 1-5 aware of MMI technology. He was impressed with all the
4
Ease of Use controls that is under a wheel. According to him , MMI
3 wheel is not in a user friendly location for driver to oper-
Car Setup on MMI ate and check the screen. He was able to put an adress
2 in less than one and half minute on the NAV system.He
Navigation
would also prefer a bigger and closer screen for this kind
1 MMI Wheel of amazing technology and its features.
Audio Controls
0
Rating

Page 35
 Personas Testing
Kathy Jonsen Title : Design Company Owner
Persona Education: MFA Graphic Design
Age : 42 Location : Salt Lake City Utah
Income : 65,000$

Goals :
- Ease of Use
- Take advantage of most features
Task :
- Operate main console items
- Operate Navigation system on Cadillac
Summary :
5
- Kathy found the main console very simple and easy
to use. Touchscreen navigation was the first thing that
Scale of 1-5 she liked about it. She stated that it is a huge plus for this
4
Ease of Use kind of systems.She was aware of heating very classic
3 heater controls. She stated that she would like to see a
Driver Information Center little info screen on the hater control panel.She was able
2
Navigation to put it in quick adress less than one and half minutes.
1 Touch Screen Interface

Audio Controls
0
Rating

Page 36
 na

Personas Testing
Robert Taylor Title : Electrical Engineer
Persona Education: USU Electrical Engineering
Age : 57 Location : Farmington Utah
Income : 120,000$

Goals :
- User friendly operations
- Easy coverage of most features
Task :
- Operate main console items
- Operate Navigation system on Cadillac
tails.
4.0
3.5 Scale of 1-5 Summary :
3.0 Ease of Use - Robert is very impressed by the cadillacs features
2.5 and products. He first stated that the heater console
2.0 Driver Information Center looks ver simple and there is nothing to inform you on it.
1.5 Navigation He stated that he would not like to look up to the main
1.0 screen to see the heater options. He also liked the touch
Touch Screen Interface
0.5 screen option.He was able to put in and adress about in
0.0
Audio Controls a minute with the touch screen feature.
Rating

Page 37
Sketches Cadillac

Page 38
Sketches Cadillac

Page 39
Sketches Cadillac

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Sketches Cadillac

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Sketches Audi

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Sketches Audi

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Information

1-Gear Information Screen :

- A little shift informer with a screen located on the top of the gear shifter. It will inform the driver anytime.
Idea : We have had conversation almost over 30 people about the gear information that is displayed either on the
gauges and dashboard. People are willing to see it more easily and effectively. In our design , we came up with a
little screen that is located on the gear shifter that will inform the driver anytime.

2- Heater Panel Information Screen :

- Information screen that is located on the heater panel to inform heater changes.
Idea : Our tests showed that people are more interested in visual displays more than just buttons. In our design ,
we came up with a screen that will inform the heater option changes on the heater control panel. It is more user
friendly to see it on there instead of looking at the pop-up screen.

3-MMI wheel locationd and Touch screen :

According to our research and tests ; Location of the MMI wheel is non-user friendly while operating the vehicle.
Most of the people had hard time operating and locting it while it was so far away from the screen. It is more user
friendly to have it more closer to the main das board. In addition to this our suggestion is also to have a bigger touch
screren MMI that will give more oprtions to the driver while operating the car.

Page 44
 Summary

It is diffucult to introduce the technology of these vehicles into a little document. User friendly communication
between the driver and car is one of the main factor while the design process. What we have learned from this
research is :

- How to use and interact technology features to improve learning and communication.

- How can we translate peoples way of thinking into these devices.

- Design Communication

- Detail Analysises

- User Friendly Design Analysises

- Resolving the Design Problems

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Page 46