Background
A major public broadcaster offers several in-car apps across different app stores and car makers, but lacked user feedback on their UX and content with only limited tracking data. The goal was to understand the target group, usage behaviour and use cases, capture users' needs and wishes, and build a solid basis for shaping a future-proof, attractive automotive app portfolio.
Approach
We combined a diary study with follow-up in-depth interviews. 15 participants first documented their real in-car usage of the broadcaster's apps over a field phase; based on a first analysis, they were re-invited for 60-minute remote IDIs to explore motivations, use cases, content and function preferences, usage situations (driving vs. parked), continue-listening behaviour, personalisation and brand and competitor perception. Usability was captured for showstoppers, but not as the main focus.
Outcome
The study delivered a clear picture of who uses the in-car apps and why. We found out which is the most-used content, which formats are preferred, and taking trip length drive usage into account. The findings gave the client prioritized needs, concrete optimisation areas and an evidence-based argument for its automotive app strategy.
Method
in-depths interviews (IDIs), diary study, remote interviews
Duration
2 months
Automotive
Diary Study on In-Car Media Apps
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