Living and Driving Safety
Overview
I researched Autonomous Vehicles(AVs) for Toyota Motors North America with a team at Aperio Insights
Design research on driving safety technologies and autonomous vehicle adoption for elder drivers — promoting independence while preventing transit problems.
Finding a way to promote independence, safe driving habits, and prevent transit problems tailored for the needs and experiences of elder drivers. Researching and designing for a comfortable and natural adoption of safer driving experiences via Autonomous Vehicles.
My Role
Lead UX Researcher
Partners
Aperio Insights, Toyota Motors North America
Topics
Design Foresight, Experience Design, Automotive Technology
The Challenge
We needed to test if consumers aged 65+ were open to an AV driving assistance product in their daily lives
65% of people
killed in traffic crashes in 2021 were drivers aged 65+
National Highway Traffic Safety Administration(NHTSA), 2021
What does ADRD mean?
Alzheimer's Disease and Related Dementias — a group of conditions that can cause memory loss, impaired thought processes, and cognitive decline.
By 2060
the estimated ADRD / Grey Zone population will double…
Matthews, Kevin A., et al. Jan. 2019
What is the Grey Zone of aging?
"...the place between being competent and being incompetent for making decisions... part of cognitive decline." — Forbes, Sept. 2012
Despite additional driving concerns we assume older drivers may struggle with adopting new technologies due to uncertainty to with trust — especially when capturing personal data about daily driving habits.
Process
The project was broken down to a four step process
Research
Synthesis
Design
Results
Research
We used regulations and publications referenced across the world to gauge user comfort with AV adoption
The 30 drivers were self-selected into research after passing demographic screening to participate and share experiences and feelings with autonomous technology, consistent data collection, personal driving habits, and more.
User interviews included the following three goals provided by our client to benchmark success and guide the next steps
Previous Organization Knowledge
Capabilities of proprietary technologies and at-scale manufacturing
Market segmentation and innovation documentation
Previous technology adoption history
Research Goals
What did the organization want at the end of this project?
A Gauge on Public Trust with AVs
Tech Tailoring Strategy
Demographic Sentiments on AVs
Existing Works
Academia, industry publications, govt. information and more
NHTSA (National Highway Traffic Safety Administration)
The Final Document
Our research partners and client were able to gather insights from the following artifacts from our research
Public trust gauge
Technology approach tailoring
Different demographic and regional considerations
Synthesis
Research insights surfaced two common themes among elders after +15 hours of research
I interviewed 3 of the 30 people who were 65+ and used Remesh.ai to understand how seemingly "carefree" driving habits would be effected with autonomous driving technologies.
Privacy first
"I don't like the cameras... I feel like I'm being watched... if 'big brother' was there with me."
— Anonymous Participant 2
Prospects expressed that tracking habits — not the person — in a non-judgmental, unobtrusive way is ideal.
Stay active
"I think if I had this as an option earlier in life I would have taken it... anything to stay active with my family."
— Anonymous Participant 9
Prospects expressed that the opportunity to drive freely while engaging in safer behaviors is indispensable.
Explaining the Five Autonomy Levels involved explaining the implications of driving restrictions, AV data collection, and more
Design
Abstract user insights gave the opportunity to frame two new services under existing customer experiences
Two preliminary story boards were presented to leadership before shipping out a final report with a completed story board conveying user insights with more actualized examples that used the dealership support for AV services
Your Own Vehicle
Retrofitted technologies, safety upgrades, and routine software upgrades to enhance driver safety
Manufactured Standardizations
Maintenance and Safety
Consistent Vehicle Reminders
Automotive Functions
Driving Simulator
A participant-focused assessment on real-life road safety and driving habits as drivers progress in new stages of life.
Routine Maintenance
Driving Habit Health
Specialized Driving Insights
Explaining the Five Autonomy Levels involved explaining the implications of driving restrictions, AV data collection, and more
Results
Our finalized report included transcripts, story boards, and strategic implementation guides
Normalization of a new AV service experience — how could enhancing the dealership experience impact the daily lives of drivers via socialization and improvement of daily driving habits.
Dealer-supported rollout
Toyota dealerships must engage elders and their families
Recommending, and implementing technology
Explaining and testing new safety tools
Exploring and choosing ideal of driving safety levels
Key outcome
“80% of participants were curious about a service installed within vehicles that would nudge them toward better driving habits, via driving alerts or autonomous nudges.”
Client Feedback
"Some may be costly and complicated, but overall very well thought out."
— Aperio Partner
Incentives & Benefits Required
"Self-selected" perks for partaking in driving assessments and the vehicle improvement process.
Meaning Focused — family-focused discounts or gift cards/event vouchers
Wellness Focused — health-oriented gift cards, discounts, or credits
Automotive Focused — potential discounts on existing/upcoming vehicle revisions