Living and Driving Safety Via

Autonomous Vehicle Adoption

Project Overview

Consumer Research and Product Strategy

I delivered 12% of all interviews/surveys for this client project.

Project Outcome

Fully/partially autonomous vehicles are not very feasible or appealing to the 65+ demographic, but retrofitting for their current vehicles is potentially the best option.

Goals:

  • Gauge autonomous vehicle (AV) adoption

  • Label driving safety concerns with age groups

  • Establish willingness to pay for new or adaptive products in the North American market

Deliverables:

  • Autonomous Vehicle Adoption Strategy

  • User Journey Maps

  • User Research Report

Roles

Lead Researcher and Project Manager

Responsibilities

Research Strategy/delivery, Project timeline

Time

2 Months

Industry

Automotive and Engineering

Partners

Aperio Insights, Toyota

The Process

  • Research Strategy

    We used materials from previous artifacts and created guides for

  • Canvassing

    We interviewed community members on Autonomous Vehicle content/sentiments

  • Synthesis

    Developed a thematic analysis on sentiments, experiences, and more

  • Report Generation

    Combining the concepts, quotes, and more we developed a report and next steps

Research Strategy

The following three topics were critical to create our survey guide and understanding of what is new and next for the AV product.

The final document included:

  • Public Trust Gauge

  • Tailored Approach to Technology

  • Demographic and Regional onsiderations

  • Capabilities of proprietary technologies and at-scale manufacturing

    • Market segmentation and innovation documentation

    • Previous technology adoption history

  • 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

  • Academia, industry publications, govt. information and more

Canvassing

I interviewed 3 of the 30 people who were 65+ and used Remesh to understand how seemingly "carefree" driving habits would be augmented with autonomous driving technologies.

  • “I think if I had this as an option earlier in life I would have taken it... anything to stay active with my family/grandkids.” - Anonymous Participant

  • “I don’t like the cameras (concept)... I feel like I’m being watched... if ‘big brother’ was there with me.” -Anonymous Participant

Synthesis

Early action is best, but most consumers did not recognize the need to take action until their health or driving abilities were or would be at risk.

Understanding what technology could remove inaction might increase their adoption with Autonomous Vehicle Capacity in the following ways:

  • Additional Sensors

  • Maintenance and Safety

Woman driving with both hands on wheel attently focused on the road

Participants were curious about a solution that would nudge them toward better habits, including driving.

Report Generation

Habituation of advanced technologies can make all the difference in using new driving futures.

The conceptual undertaking behind the concepts presented in the report and how to best roll out technologies under the new and next frameworks.

Additional dealership resources/ support can push drivers to adopt better driving habits.

Having multiple vertical organizational initiatives to promote AV infrastructure can support the implementation and adoption of AV tech advancements via existing and widespread dealership tools.

  • Habit Promotion

    • Helpful nudges and stimuli that assist driver capacities, and good driving habits when on the road.

    Vehicle Add-ons

    • Retrofitted technologies, safety upgrades, and routine software upgrades to enhance driver safety.

  • A 5 step process to promote independence, prevent transit problems, and accounting for the needs and experiences of elder drivers.

  • "Consumer education programs are encouraged to cover topics such as (Automated Driving Systems) ADSs’ functional intent, operational parameters, system capabilities and limitations..." - U.S. Department of Transportation (DOT)

    The US DOT may not be equipped to develop the hands on implementation for elder drivers. Thus, manufacturers will find a more open-minded generation of drivers which have relatively positive perceptions to level 3 autonomous driving technologies.

Autonomy Levels & Implications

There are five levels of vehicle automation recognized by National Highway Traffic Safety Administration (NHTSA) which in April of 2025, recently unveiled a 3 part framework that will “promote American automotive ingenuity & strengthen domestic manufacturing while upholding safety”

NHTSA’s AV Framework has three principles:  

  • Prioritize the safety of ongoing AV operations on public roads 

  • Unleash innovation by removing unnecessary regulatory barriers 

  • Enable commercial deployment of AVs to enhance safety and mobility for the American public. 

Other Projects

Relief for Dallas Health & Human Services Dept.

Visual Data Storytelling