Role: UX/UI Designer
Duration: Jun 2017 - Dec 2017
Location: Cologne, Germany

Background

Scubie was prototype developed for the A segment cars, displaying a hybrid concept of analog gauge with a 4.2" display.

The Challenge

To develop a prototype that could display the company capabilities in creating instrument cluster to European market. The challenge was to adapt the company mindset to to the European customers.

The Goal

The prototype should introduce the company to the European market showing their capabilities and that the company could understand its new market. 

User Centered Design

The whole project development was based on putting the user needs and goals in focus. This way it was possible to understand how the users interact with their cars infotainment and how were they pain points, this way it was possible to deliver a better final product.

Empathize

Market Research
To better understand the market we were working with, a product to a market research was conducted and it was possible to gain insight on what was expected by the European market and also what could be a new feature or an improvement.

User Interviews
To help understand how the potential users behave using their cars infotainment, 12 interviews were conducted with the users in their cars. This way it was possible to observe what was missing in their daily use and how they adapted to improve the usage.

User Personas
Based on the information gathered from the interviews it was possible to create user personas to better guide the overall development.

Ideate 

Information Architecture 
Considering the Business Requirements and the users needs and goals defined on the personas creation, it was possible to create the system architecture to the dedicated HMI part of the instrument cluster.

Prototype 

Low Fidelity Prototype 
To validate the first solution for the display infotainment a low fidelity prototype was created and tested to understand which features could work and what should be improved.

High Fidelity Prototype 
After a few test runs we reached a high fidelity version that was also put to test before being presented to potential clients.

Testing 

Usability Testing
With the finished version of the prototype an usability test was conducted with a few potential users. The prototype had video game controls to simulate the buttons from the steering wheel and the usability testing tasks were aimed to simulate the daily car interaction.

Final thoughts 

The project development was interesting to understand the differences between the company markets and to develop a instrument cluster with a dedicated user experience that would be adapt as the users needs.

© Michele Marques 2023 - Product designer