The automotive industry goes through an epic disruption with challenges galore. Autonomous driving, the sharing economy and electric motorization require to renew the understanding of car users and their needs.

• Autonomous driving creates completely new user groups (passengers, pedestrians etc.) with new needs towards entertainment, functionalities and communication.
• Inform your new concepts by early user research data to understand how your products can better face future challenges and needs.
• Understand and compare competitor features to learn what works and what not.

We don’t claim to be a dedicated design agency but some of us carry designer torches in our hearts. Add to this the fun you can have with Axure, an Arduino board and some duct tape and you’ll find a happy bunch of creative people to deal with.

• Outsource the building of functional test prototypes that work in connection with driving simulator software (i.e. for change lane tasks).
• Test low fidelity prototypes and concepts in a lab based setting for a quick and cost efficient turnaround.
• Test your new car’s holistic user experience in the only realistic setting – the road. Leverage from our long term experience in executing static, dynamic or test track UX clinics.
• Run your static UX test right at our rooftop parking deck and make use of these logistic advantages for observers, participants and tech setup.

Over the past years we have developed ourselves into experts in auto UX benchmarking. We have established several validated benchmarking approaches that take all measures of user experience into account. They measure what they are meant to measure, allow comparison with historical data and will even provide prognosis on the improvements of a tested vehicle.

• We make use of the full suite of subjective and objective UX endpoints and create a custom made benchmarking concept that reports exactly the KPIs you need to communicate in your organization.
• We calculate complex statistical correlations to ensure the benchmarking approach measures what it is supposed to and that it is not vulnerable to criticism in your company.
• We have earned ourselves a reputation for solid and precise execution and analysis of driver distraction testing, both according to AAM or NHTSA guidelines. We use both approaches, eye-tracking and occlusion glasses.

Only few organizations collect, store and provide access to research results in a structured way, resulting in an unfortunate loss of information. The same topics tend to get researched over and over again.

• To solve this problem, we have implemented results databases for several clients. Every study we now carry out for them is automatically filed into that system where contents can be searched for by keyword or navigated for by topic.
• Certain automotive target groups are hard to reach. We set up private panels for you that allow fast and easy access to the right users.
• We are happy to consult you how to ideally coordinate your research, align your teams and transfer knowledge into your organization.