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Improve Cadillac’s Active Safety Feature Experience
Designed and developed 2017-2019 cross-platform vehicle active safety systems (SuperCruise, Lane Keep System, Blind Spot Detection, Night Version) which have been implemented in more than 10 million vehicles worldwide.
My Role
The Team
Time Frame
Lead Interaction Designer
User research
Sketch and wireframe
Interaction Design
Product Spec Documentation
Design QA
1 Graphic Designer
1 Prototyper
1 Researcher
2 Human Factor Engineer
5 Engineers
1 QA
2016 - 2017
Research and Design:
3 months
Version Created in 2015
Released in Sep 2017
IMPACT
Play a critical role in helping to save lives now and in the future
Forward Automatic Braking W/Forward Collision Alert
46%
Rear-end Striking Crashes
Forward Collision Alert
21%
Rear-end Striking Crashes
Lane Change Alert W/
Side Blind Zone Alert
26%
Lane Change Crashes
Lane Keep Assist W/
Lane Departure Warning
20%
Lane Departure Crashes
Rear Vision Camera
21%
Backing Crashes
Reverse Automatic Branking W/Rear Cross Traffic Alert, Rear Vision Camera & Rear Park Assist
81%
Backing Crashes
Analysis of the Field Effectiveness of General Motors Production Active Safety and Advanced Headlighting Systems
- University of Michigan, Ann Arbor, Transportation Research Institute
CONTEXT
Design Implementation of active safety and automation experiences
As a core design team member, I led the design implementation of cross-platform 2017-19 projects focusing on active safety and automation experiences. Included Supercruise, V2V, V2X, lane departure warning, lane keep assist, and night vision. Those active safety technologies whose goal is to prevent or avoid a crash or decrease its intensity.
I collaborated daily with the graphic designer, prototyper, researcher, and cross-functional global engineering teams to inform the iterative design decisions for new and carryover feature sets.
PROCESS & CHALLENGES
Problem-solving and people-centered approach during the product design cycle
I use a human-centered approach with a primary focus on empathy to uncover the deep needs and insights of users to build an accurate mindset when considering possible solutions.
I had deep involvement and end-to-end ownership through all stages of the product design process with different focuses and contributions. And working with cross-functional partners (engineering, product management, graphic design, user experience research, and more)
There are three design decision points during the development cycle I found especially critical, they are 1. Where does the user experience frustration? 2. what are the problems this project attempts to solve? 3. What are possible solutions?
IMPLEMENT
TEST
PROTOTYPE
IDEATE
DEFINE
EMPATHIZE
My contributions:
Conduct research to develop an understanding of my users.
Worked with:
Market Report & data analytics company like J.D.Power
My contributions:
Combine all my research and observe where my users’ problems exist.
Worked with:
Cross-functional global engineering teams & QAs
My contributions:
Generate a range of ideas
Worked with:
Graphic designer
My contributions:
Build real, tactile representation for a range of my ideas.
Worked with:
Prototype engineers
My contributions:
Return to my users for feedback.
Worked with:
Researchers & Human factor engineers
My contributions:
Put the vision into effect.
Worked with:
Cross-functional global engineering teams
Empathize - Where does the user experience frustration?
Empathize with real people based on data throughput
There is a range of options in terms of how to Empathize with Get the Right Insights, during the time I led an activity safety feature research activity, except worked with researchers to build up face-to-face Interviews and Focus Groups with real users.
I chose to read through Secondary Research reports like J.D. Power’s user voice about our last released product and our competitor's product, and Then built up Benchmarks by applying the SWOT strategy.
Example: Night Vision
What are the key consumer needs for this domain?
“I want to make sure I am notified in enough time when about to run into something”
“I want the feature to be reliable”
“I want to see the road better in the night”
“I want visual feedback of what the vehicle is sensing”
- 2017 J.D. Power's Cadillac Night Vision feature user's review
Have any good benchmarks?
Cadillac 2017 CT6 / BMW 2017 7-Series / Audi 2018 Q7 / Mercedes 2017 S-Class
SWOT
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Define - What are the problems this project attempts to solve?
Understand the problem through Personas and User Scenarios
It’s essential to determine a meaningful problem statement before starting to solve it because otherwise, I may be solving the wrong thing or spending time on tasks that don’t contribute toward the ultimate goal.
By combining all my research and observing where my users’ problems exist, I had an understanding of the key consumer needs for the domain. I prepared a Project brief that included built-up Personas for Feature and Key User Scenarios.
Example: Multi-steering assist feature
Feature Description:
Using the LKA button, users in the future will be able to toggle through various
levels of steering assistance.
Need to decide which is a better concept?
Toggling
Radio for selections
Purpose of Feature:
This will allow users to decide which level of steering assistance they prefer and to learn more about the feature so they can set preferences based on the driving situation.
Personas:
Richard and Lucille
Luxury Learners
Mary
No-Nonsense Mom
“We’re going up North for the weekend. This new feature would be great since it will help me to stay centered inside the lane during the long trip.”
“We love staying on top of the latest technology, customizing my driving preference would be great. I’d like to learn more about each level.”
“I do not want to fuss with controls when I’m in traffic and have my children in the car. I just want the basics.”
Key User Scenarios Example:
IDEATE - What are possible solutions?
Use user workflows to form Information Architecture
Ideate is the time to generate as many ideas as possible. I created the site map and numbers of the concept wireframe, which provided both the fuel and the source material for building graphics and prototypes that get possible solutions into the hands of users.
Then I worked with graphic designers to apply the brand graphic style.
Below are some results of the exercise. The recommendation was well received since it takes into account the defined target users and the respective solutions to their problems and motivations as well as the objectives of the organization.
Example: Multi-steering assist feature
Site Map Example:
Concept Examples:
Graphic Recommendation Examples:
RECAP
Challenges and learnings
Think big, take initiative, and drive product vision
The Night Vision improvement project was not an initiative from the PM team nor on the roadmap. I took the initiative and started through benchmark research, and SWOT analysis, which led to a content makeover. It also took me a couple of rounds of discussion to have the leadership buy into this new direction.
The leadership later realized that this feature is essential for the long-term product vision and it eventually became the top priority on the product roadmap.
Do not just follow the design process, improve it
Personas and User Scenarios were not part of the design process for the Multi-steering assist feature, I educated the team about the benefit and importance of research-based Personas and User Scenarios, drove the process involved the cross-functional teams closely, and proved that step would result in better outcomes.
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