Challenge

How might we identify need and opportunities for designing solutions for autonomous driving?Level 5 autonomous driving is expected to be seen on the markets by 2020. This opens doors for various services and business models such as automated taxis, buses and delivery pods. In order to encourage the adoption of autonomous driving there is a need for creating understanding and identifying user needs on which new products and services can be based on.

The solution

6 future user stories and user driven service samples.

The final scenarios were co-created together with the Volkswagen team. We produced 6 future user stories that describe the design challenges and business opportunities for autonomous driving in a compelling way for the different units of Volkswagen. For each target group Hellon identified the key needs and created six user driven ideas and service samples. 

The results

Key user groups identified

Hellon has conducted research on six target groups and created four themes among all user groups and use contexts. They point towards the minimum requirements for the adoption of autonomous vehicles.

Key needs and six user driven ideas

For each target group Hellon identified the key needs and created six user driven ideas and service samples.

Liiku toolbox

The study was documented in the Liiku Toolbox.

The process

Hellon created a modular way for effective and high-quality ethnographic user research to replicate in the three selected cities.

As part of the study, 6 user groups were studied in detailed. These were: families, fragile, commuters, born digitals, travellers, and business users. 12 workshops were organised in 3 cities (Hamburg, London, Helsinki) with a total of 132 participants. Also 12 in-depth interviews were conducted in the 3 cities.