Experience Matters: ADAS UX

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1 Experience Matters: ADAS UX WardsAuto UX Solving UX Issues October 5, 2017 Kristin Kolodge Executive Director, Driver Interaction and HMI

2 Technology User Experience Satisfaction 2

3 User Experience Model UNDERSTANDABILITY Easy to Learn Simple Intuitive to Me UNDERSTANDABILITY USABILITY Easy to Use Safe/Non-Distracting Harmonious Interaction USEFULNESS USABILITY TRUST Accuracy Reliability Relationship Building TRUST USEFULNESS Value of Time Value of Money Usage Rate 3

4 Understandability: Tech Ownership Technology Ownership Percentages Blind Spot Warning and Detection 42% 57% Lane-Keeping/Centering System Low-Speed Collision Avoidance 28% 29% 39% 40% Automatic Parking System 10% 7% Back-Up Camera/Warning System 84% 81% Adaptive Cruise Control 54% 55% 4

5 Usability and Trust: Everyday Performance Issues Blind Spot Warning and Detection Lane- Keeping/Centering System Difficulty Understanding 3% 7% Difficulty Understanding It appeared early on that the system didn't activate, and it took a bit to figure out that the system doesn't engage at low speeds. Blind Spot I accidentally turned it off and it was challenging to figure out how to turn it on again. Blind Spot It seems to work differently- sometimes it beeps when a car is next to me, sometimes it doesn't. Blind Spot Nice try. It works sometimes. Doesn't work fast enough and makes wrong control inputs at times. Works best on highways and otherwise I'm very attentive. The system hasn't gained my confidence. Can't wait for improvements in the years to come. Lane-Keeping/Centering I Lane thought that the car would correct itself but it does not seem like it does. Lane-Keeping/ Centering keeping is not consistent. Sometimes (rarely) the corrections are applied to the steering, but more often just get an alert in the instrument display. Unreliable. Not useful. Lane-Keeping/Centering 5

6 Usefulness: Usage Frequency Matters Blind Spot Warning and Detection System Lane-Keeping/ Centering System 84% Usage Collision Protection Index Usage Collision Protection Index % * 7% 4% 2% 1%* 3% 12% 9% 9% 5% 7% Every time More than half the time About half the time Less than Tried, but no half the time longer use Never tried to use Every time More than half the time About half the time Less than half Tried, but no the time longer use Never tried to use * Small sample size 6

7 Usefulness: Perceived Value Reason for Never Used + Tried, No Longer Used 34% Blind Spot Warning and Detection 22% 20% 18% Lane- Keeping/Centering System Do not need it Do not know how to use 6% 6% 3% Too difficult to use 9% Feature lacked desired capabilities Note: Other responses not shown 7

8 Alerts and Accuracy Most Improvement Needed Blind Spot Warning and Detection Lane-Keeping/Centering System 24% 20% 18% 19% 12% 8% 13% 12% 10% 13% Sound quality of audible alerts Better location of visual alerts Better customization Accuracy of the system Easier to understand Note: Other responses not shown 8

9 Repeat Desire Technologies that current owners desire most in the future are very similar for both Premium and Non-Premium owners, including 9

10 Experience Matters Full Self-Driving 100% 90% 80% 70% Tesla* Premium Industry Level of Trust with Fully Automated, Self-Driving Technology Definitely would not Probably would not Probably would Definitely would 28% 18% 10% 21% 28% 41% 33% 30% 22% 35% 24% 9% Tesla Premium Industry 60% 50% 40% 30% 20% 10% 0% Pre-Price Low Price Market Price High Price Purchase Intent * Small sample size (29 < n < 100) Source: 2017 J.D. Power U.S. Tech Choice Study SM 10

11 Thank You Kristin Kolodge Executive Director, Driver Interaction and HMI

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