A user-experience design case study on Tesla’s Model 3-infotainment system
The Challenge
Create and simplify layout for the Tesla Model 3 infotainment system, based on the experience and the needs of existing users. Find a user-centric solution.
The Method
I honed to learn about needs of the target user and symmetrically map those with the technologies and business objectives.
The Outcome
An interactive design that attributes to the user's emotional intelligence along with their needs and cohesively integrates into the current platform.
Length
Seven weeks
Role
User experience and User Interface design ( Research, Interaction and Visual design )
Why PMCU needs a redesigned interface?
Designers perspective is to provide a top-notched design, and that is satisfactory to its users. Wherein, to sustain consistent user engagement with the product is a tough job for the companies. Specially organization like Tesla being a leader and a pioneer of the automotive vehicle industry seeks future-proofing solutions. Therefore, I believed there would be a room for the improvisations in Model 3 infotainment system.
Design suggestions that are Innovative and intuitive to the user. As Tesla called to the Display - PMCU (Prime media control unit) must have gone through many iterations, from reaching to its implementation phase to the precision that consumers thoroughly appreciates. However, research has found that users require up-gradation, based on their opinions that I could consider.
Besides, I would see, it is the best platform to learn, to go through the essential disciplines, to enhance critical thinking and perform a vigorous process of user experience design.
The Research
Research objectives
Determine the behavioral patterns of the users when the user is driving an automotive vehicle.
Define, and categories what visually appeals and the experience satisfy the users.
Determine the most common to the most intensive areas of irritation, frustration, confusion, and anxiety when the user drive vehicle and has to interact with the infotainment system.
Understand how users interact with technology and define motivational aspects.
Define the standards to operate the infotainment system.
Identify specifications and areas for improvements. Learn about the user's priority based upon specifications and usability aspects.
Research objectives
Determine the behavioral patterns of the users when the user is driving an automotive vehicle.
Define, and categories what visually appeals and the experience satisfy the users.
Determine the most common to the most intensive areas of irritation, frustration, confusion, and anxiety when the user drive vehicle and has to interact with the infotainment system.
Understand how users interact with technology and define motivational aspects.
Define the standards to operate the infotainment system.
Identify specifications and areas for improvements. Learn about the user's priority based upon specifications and usability aspects.
Research objectives
Determine the behavioral patterns of the users when the user is driving an automotive vehicle.
Define, and categories what visually appeals and the experience satisfy the users.
Determine the most common to the most intensive areas of irritation, frustration, confusion, and anxiety when the user drive vehicle and has to interact with the infotainment system.
Understand how users interact with technology and define motivational aspects.
Define the standards to operate the infotainment system.
Identify specifications and areas for improvements. Learn about the user's priority based upon specifications and usability aspects.
Market research
Conducting secondary research was crucial. Comprehensively, to understand the core industry and to dissolve me with infotainment systems. To collect the ergonomics data and functionality aspects, I researched infotainment systems in-depth and reached out to each feature and functionalities, including the competitor ones.
Competitor analysis
Comparison of other competitors ware processed to understand weaknesses, similarities, contrast features, and also to acknowledge the difference between the auto vehicle's dashboard, central console, and steering wheel.
Apple Car Play
Strengths:
Clean, minimalistic and user-centric user interface design, can be easily understood by an adult to old age group users.
They are focused on navigation and entertainment media.
Third-party apps like favourite audio, messaging, voice apps, and apps developed by car manufacturers are also supported.
Siri a flawless voice-over command performance.
Weakness:
In the case of access to third-party apps, voice-over commands need to go through multistep tasks. That creates complex situations for the user.
It does not support any automation features like locking- unlocking the doors, adjusting mirrors, windshield wiper controls, Air conditioner controls.
Not engineered for car diagnostics information.
Android Automotive OS
Strengths:
Embedded android os an infotainment system software.
It is the graphically modernized. User experience has a reflection of android OS.
Highly interactive and Integrated with the most popular navigation service that is google maps.
For the car diagnostics information, a distinctive feature of 360 View platform.
Google assistance voice-over support. Messaging and calling options.
Google play store support with the automotive industry approved apps.
Weakness:
No color options for the day and night mode.
Findings:
Comparatively, Tesla model 3 has the most advanced technology and features. Due to that, to optimize all the elements in 15 inches display is a critical task. According to the priorities of the driver, placing features is a necessity of the technology.
The operating system design of the car play is much more appreciated than other competitors. Therefore, with the inspiration from Car play, Model 3 Display could be improvised. Similarly, the approach of clean yet highly interactive can be the concerns.
Determining a target & identify the case
-Business Factors
-The Survey
-The Target
Survey Results
140 Tesla Model 3 owners answered to the questionnaire
To reach out individually to the Model 3 owners, Using the google form survey, I tried to channelize it via emails, direct messages, and social media. The method managed to calibrate almost 140 surveys. The questionnaire helped me to understand the user pain points, motivations and empathised it to conclude improvisations.
According to the survey and the Forbes analytics, the target market is family. Though, the research found that customers 60+ are less likely to buy Model 3.
The demographics depict a young age group is almost 18 - 26 years old and are holding the lowest position at 1.6% out of 10%. Parralaly, the oldest age group is in the same position. Where the age group from 30 to near about 60 are the most frequent buyers.
Findings:
Old-age consumers have usability issues. Issues to reach out specific functions, Insecurities to interact with the display while driving. lacks in readability and feasibility. And have suggestions to improvise technological aspects. Such as More of a voice-over command while driving, Large dimension icons, Font size customisation.
Empathy Mapping
To better understand the perspective of the target user,
I wrote down all of the responses on sticky notes and began to cluster them based on the topic. I wanted to learn about their preferences, motivations, and frustrations as they relate to interactivity of the central console.
Findings:
Insights
Touch screen being the only way to control means taking eyes off the road.
What about emergency situations?
At the bottom, there’re different “cards” that show electricity consumption, tire pressures, etc. It’s not user-friendly.
It’s better to have short-cuts instad multistep actions.
Sometimes I forget which functions are in which menu.
Mostly concerned about Navigation rather than any other features
While driving, multiple tasking is difficult.
Functionalities on the top of the map are hard to read while navigation is working
Not easy to see when it’s safe to change lanes
it is not so clear if AP is activated or not. - that’s dangerous. Would be better to e.g. completely change the color of the display, or somthing else
Interacting with any touch display is as distracting as texting.
Avoids to explore functionality aspects
Locating some options are buried in submenus
Let users configure items in the order they want. The phone icon for example is too far right.
Needs
Map is too dominant. Smaller or hidden is all I need on a daily routine commute often, or when on a long highway stretch.
Apps should be full screen, more configurable, position of seat heater should not be present all the time.
The windshield wipers should be one step feature.
Fewer touches to adjust AC/heat.
Needs to have a display format for people with poor vision
Prefers to have mostly used functions on the home screen
The range vs % charge. It should show both all the time.
Wants to personalise the technologies
When making a right turn, show the right side camera on the screen instead of the navigation image, so I can see if there are any cars coming.
Windshield wiper adjustments need a short cut.
Personally reconfigurable for most used functions per user.
Perhaps the “buttons” need to be larger to aid pressing them when driving at high speeds or to be voice activated.
Some things are hard to read. Alert icons should be larger.
Insights
Touch screen being the only way to control means taking eyes off the road.
What about emergency situations?
At the bottom, there’re different “cards” that show electricity consumption, tire pressures, etc. It’s not user-friendly.
It’s better to have short-cuts instad multistep actions.
Sometimes I forget which functions are in which menu.
Mostly concerned about Navigation rather than any other features
While driving, multiple tasking is difficult
Functionalities on the top of the map are hard to read while navigation is working
Not easy to see when it’s safe to change lanes
it is not so clear if AP is activated or not. - that’s dangerous. Would be better to e.g. completely change the color of the display, or somthing else
Interacting with any touch display is as distracting as texting.
Avoids to explore functionality aspects
Locating some options are buried in submenus
Let users configure items in the order they want. The phone icon for example is too far right.
Needs
Map is too dominant. Smaller or hidden is all I need on a daily routine commute often, or when on a long highway stretch.
Apps should be full screen, more configurable, position of seat heater should not be present all the time.
The windshield wipers should be one step feature.
Fewer touches to adjust AC/heat.
Needs to have a display format for people with poor vision
Prefers to have mostly used functions on the home screen
The range vs % charge. It should show both all the time.
Wants to personalise the technologies
When making a right turn, show the right side camera on the screen instead of the navigation image, so I can see if there are any cars coming.
Windshield wiper adjustments need a short cut.
Personally reconfigurable for most used functions per user.
Perhaps the “buttons” need to be larger to aid pressing them when driving at high speeds or to be voice activated.
Some things are hard to read. Alert icons should be larger.
Insights
Touch screen being the only way to control means taking eyes off the road.
What about emergency situations?
At the bottom, there’re different “cards” that show electricity consumption, tire pressures, etc. It’s not user-friendly.
It’s better to have short-cuts instad multistep actions.
Sometimes I forget which functions are in which menu.
Mostly concerned about Navigation rather than any other features
While driving, multiple tasking is difficult
Functionalities on the top of the map are hard to read while navigation is working
Not easy to see when it’s safe to change lanes
it is not so clear if AP is activated or not. - that’s dangerous. Would be better to e.g. completely change the color of the display, or somthing else
Interacting with any touch display is as distracting as texting.
Avoids to explore functionality aspects
Locating some options are buried in submenus
Let users configure items in the order they want. The phone icon for example is too far right.
Needs
Map is too dominant. Smaller or hidden is all I need on a daily routine commute often, or when on a long highway stretch.
Apps should be full screen, more configurable, position of seat heater should not be present all the time.
The windshield wipers should be one step feature.
Fewer touches to adjust AC/heat.
Needs to have a display format for people with poor vision
Prefers to have mostly used functions on the home screen
The range vs % charge. It should show both all the time.
Wants to personalise the technologies
When making a right turn, show the right side camera on the screen instead of the navigation image, so I can see if there are any cars coming.
Windshield wiper adjustments need a short cut.
Personally reconfigurable for most used functions per user.
Perhaps the “buttons” need to be larger to aid pressing them when driving at high speeds or to be voice activated.
Some things are hard to read. Alert icons should be larger.
After wrapping up empathy mapping, I dug deeper into the insights and needs I had generated. Based on that, I got to learn about the emotional aspects of the users according to the age group. Also the analyses of emotions were helpful to channelise visual hierarchy and functionality placements.
Persona Profiles
Based up-on the survey results, I created three Provisional Persona Profiles.
I used all of the quantitative data I gathered during the research process to create
personas, a user personas according to age group, personality traits and formed their pain and gain points.
They are focused on their experience while driving Model 3 and interaction with the infotainment system.
Business and User Goals
Imitating business and user goals had a transparent gateway to find a bridge for all stakeholders.
I connected all the dots, which would build this bridge effectively and found some holistic solutions. The ideas which are on the point of users need. And the prototype design will have these inputs to resonate the end outcome.
The Site map
For the feature execution, I drew a site map of the infotainment system. The earlier version and improvised version that incorporated the features I designed.
Interaction Design
I completed a task flow to imagine the ways a user might navigate through the system using the drag nudge feature to achieve their goals. These tools allowed me to ensure that the information was organized in a way that is intuitive to the user.
Interaction Priorities
I conducted interaction functionality priority analysis to emphasise user comfortability to access the featuers.
keeping the user(Prominently Driver) in mind, I could conclude that essential features and the most required functionalities should be in the high priority zone. As the prominant user will be the driver.
Low fidility Wireframing
I scribbled ideas and the wireframing to initiate appropriate layout. In which I would able to accommodate all the features and functionalities recommended in the surveys.
To channelise user needs, I explored various ways of the layout. Based on Fitts Law, a kind of a structure that would synchronise the visual hierarchy as the ecosystem of design.
Fitts Law: It explains how long it takes a user to hit a target in a graphical user interface, as a function of size and distance. Understanding this law helps us design better buttons, forms, lists, and other interactive elements.
High Fidility Wireframing, User flow
Based on the formalised ecosystem of the design, I replaced functionalities and incorporated features. Such as expand screen and customisation of the layout with the concerns of security aspects. Also created an alternative way to activate Music player, AC Controle panel and Settings panel.
Visual Design
The established brand guidelines are crucial to provide convenient usability aspects. Initially, the mood board helped me to stick with the brand's visual appearance. To blend in the all-new functionalities with existing aesthetics, I followed the branding guidelines.
Alongside, I modified UI kit based on the brands ideal aesthetics. I had created new artefacts and icons for some features. An extensive compilation of all the components and UI patterns used in the system.
Initially, In Figma, I created specific screens upon which I would craft recommended features calibrated from the survey. Artefacts in Adobe Illustrator, aesthetically aligned with the existing brand guidelines.
Prototype Test
I asked 4 participants to test out the prototype's usability. The participant pool was comprised of people at the age of 18 and above. The participants were given three different scenarios, each with a task to complete.
Log in and show the way to play music.
Find a way to open a large view of music panel.
Find a way to turn on the defrost.
Find functionality to change the layout.
If possible, provide constructive criticism on the interface design.
I created an affinity map to organize and synthesize the responses and observations I captured using testing. I uncovered insights, which I reconstructed into a list of recommendations. I organized these by priority level (high to low) as a way of determine what needed to be changed immediately and what could be saved for later.
Findings:
All participants were able to complete all tasks; however there. Navigating to change layout proved to be the most confusing task for users. That task revealed an assumption that I did not realize I had been making: that people would understand the change layout feature based on using signifiers that indicate or motivates users, like indicators of a vehicle to change direction.
Recommdations;
Add functionality to change the dimensions of the Tile bar.
Add signifier to the nudge or alternative design to identify nudge functionality.
Toggle functionality to change the dimensions of the tile bar.
Enhance interactivity with the A/C panel
Some future-proofing features that I envisioned along with recommendations
An ecosystem of a design that defines user needs
Co-create the user’s mental model, According to HMI principles digital interfaces should follow the experiences from the real world. Present the functionalities & the information aligned with a natural & logical order.
I envisioned, various features based on the research. Functionality that are inherently aligned to its user convenience. To initiat, Login and log-out via personal profile is crafted step to get direct access to personal settings, conviniently.
Tile design that eases the accessibility
Large buttons on tile music player, clean and yet smooth design with sufficient space around to operate while driving. Which is cohesive with the ideal brand interactions.
Sophisticatedly functional popup
Enlarge view popup for the convenience of the users. Tile-nudge functionality that opens the broad view and one step exit, tap around the pop up to exit the panel.
Simplified interactions that serve to the intuition
The technique to activate functionalities on tile are designed to incorporate the intelligence of old age group to the young age user. The used micro-interactions are designed to be simple and less distracting to the driver.
Drag nudge to customise the layout
Manier of the users complained about dominating space of navigation. Alongside they do not want much of engagement with rest of the features except the speedometer.
A minimalistic approach on enlarged gauge view, That quickly provides clarity on interactive features—a lesser distraction from the lower priority functionalities.
Ideal effect enhancement on functionalities
As per the user research, critical aspects of some of the component activation had unnoticeable interactions. Consequently, auto mode is crafted with a transition to have better enrichment.
Enhanced night mode
The Night mode is inherited to coordinate with the day mode. It displays dark surfaces theme transversely to the default mode surfaces. It is designed gently with a wide range of depth.
Learning outcomes
Fertilise seeds that cooperates with the soil to grow the fruitful crop. Investigation of market capture offered how the insight of the businesses are significantly co-related to the design decisions that we make.
A/B Testing of the prototype showed the reliability of the design decisions I made. Perspectively, designers assumptions would not be able to enforce the needs of the users until and unless they are inclined with users mental models.
How digital experience functions cognitively and channelises the motivation to perform a task. Also, it shows the impact of emotional intelligence is the major to craft holistic digital experiences.
Glimpse of the investigation
Since I had seen Tesla cars during the Milan design week, It was a wizardry moment for me to get handy with the Tesla products. Individually, I could see how impactive Tesla cars are in the market.
Knowing the fact that all Model 3 features are controlled from one interactive display, fascinated me to dive into it. After that, I visited the Tesla showroom couple of times for research and investigation, especially on display.
.png)
