Background
A premium automotive OEM wanted to benchmark the in-car user experience of their vehicle against key competitors in the Chinese market. The goal was to measure how their vehicle performed against three competitor vehicles across standardized use cases and to obtain a clear, KPI-based ranking across all relevant UX dimensions.
Approach
We ran the study on-site in Beijing with 66 external participants. Working in pairs across full test days, participants evaluated the client's vehicle and three competitors using comparable, standardized use cases per car, performed both while driving and while stationary. For each topic they recorded satisfaction ratings and reasons and rated each vehicle with the UEQ. Afterwards, every pair joined a focus group in which the vehicles were compared across the test dimensions and brought into an overall ranking.
Outcome
The study delivered a standardized benchmark of the client's vehicle against its main competitors in China, with a clear ranking across all tested UX dimensions and the qualitative reasoning behind each score. This gave the client a solid evidence base for prioritizing improvements to areas such as displays, climate control, steering-wheel controls and voice interaction.
Method
benchmarking, In-car usability test, focus groups, on-road usability test
Duration
6 months
Automotive
In-Car UX Benchmarking in China
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