Background
A premium automotive OEM wanted to evaluate customer acceptance of the intelligent personal assistant and its avatar in their latest UI, across two markets, Germany and China. The goal was to understand how the current concept and its visual and voice states are perceived while parking and driving, and to explore ideas for its further development.
Approach
We ran an on-road user study with 50 external participants (n=25 in Germany, n=25 in China), each in a ~90-minute slot in the actual vehicle, both while standing and driving. Part 1 evaluated the status quo with a short comparison of two avatar options. Part 2 explored further development, testing new concept ideas and extended roles for the assistant. Findings were analysed comparatively across the German and Chinese markets.
Outcome
The study delivered a clear, market-specific read on how the voice assistant and its avatar are perceived on the road, with prioritized recommendations. It gave the client an evidence-based basis for refining the assistant and steering its further development in both markets.
Method
on-road usability test, qualitative interview, In-car usability test
Duration
4 months
Automotive
On-Road Evaluation of an In-Car Voice Assistant in Germany and China
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