Summary
Redesigned the interface and introduced a pet-friendly feature, combining modern aesthetics with functionality to ensure pet safety, add post-purchase value, and enhance the vehicle experience while meeting safety standards.
Timeline
Spring 2024
15 Weeks
Team
with Sylvia Zhang
(UX Designer)
My Role
UX Designer
Project Manager
Discipline
Automotive Design
UX Research & Design
OVERVIEW
How can we provide added value to users with a new feature after they purchase a vehicle?
In 2023, GM captured 16.3% of the U.S. market, maintaining its leadership. With the global automotive market projected to reach $225 billion by 2027, consumer demand is rising, particularly for continuous post-purchase value through real-time updates and software-driven features.
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RESEARCH
During the initial phase, I conducted user research and collaborated with stakeholders to refine the problem space, uncover user pain points, and generate actionable insights.
Background Research
Target Market
Mass Market 🚘
Focusing on the mass market, which accounts for 80% of vehicle sales, ensures innovations reach and benefit a broad audience.
Target User
Families with pets🦮
91.55% of households own a vehicle, and 70% have pets, highlighting an opportunity to enhance the experience for families and pets.
User Interview
To better understand pet owners' experiences and needs, we conducted 12 user interviews, including 10 dog owners whose pets often travel with them. These discussions offered valuable insights into their routines, challenges, and preferences, guiding us in creating solutions that meet their specific needs. Here are the key findings:
⏱️
Time Sensitivity: Pet owners worry about leaving pets in the car and often struggle to keep track of time, increasing their anxiety.
Design Idea: Introduce a timer feature that sends reminders and allows time extensions via a mobile app.
🧳
Travel Challenges: Frequent trips with pets highlight the need for easy vehicle preparation, especially for large breeds.
Design Idea: Implement foldable seating and configurable space to accommodate pets of various sizes.
📝
Public Reassurance: Visible indicators of pet well-being reduce misunderstandings and public concern.
Design Idea: Display a “pet safety status” message on the vehicle screen to inform passersby that pets are being cared for.
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DESIGN
Balancing business goals, safety guidelines, and user needs, we redesigned the entire interface and introduced a new feature.
Focusing on family comfort, convenience, and value, we introduced ‘ComfyPet Wait,’ a feature designed for pet owners to ensure a safe and comfortable in-vehicle environment for pets when left unattended.
Key Design Decision 1
🐕 Pet safety and comfort
Interview results revealed that pet parents prioritize their pets' safety and comfort. In response, this feature allows drivers to set a timer, fold seats for large breeds, adjust the climate, and play music, ensuring pets remain comfortable while unattended and offering peace of mind through intuitive design and remote monitoring.
Key Design Decision 2
⏲️ Timer for Reassurance and Control
Recognizing pet owners' need for reassurance and accountability during errands, we developed a timer feature that sends reminders and allows time extensions via a mobile app. This design leverages the psychological need for control and responsibility, providing peace of mind while they’re away from their pets.
Key Design Decision 3
🤹 Balancing Accountability and Security
The information page is displayed on the screen to reassure passersby that the animals inside are well cared for, holding drivers accountable and reducing psychological discomfort. Initially, the design included a visible timer to enhance accountability, but user testing revealed a security risk, as it could indicate the owner's return time to potential thieves. To address this, we iterated the design to balance transparency and security effectively.
Key Design Decision 4
🍥 A Fresh and Intuitive Design System
This design system, tailored for the mass market, combines interactive widgets, animations, and skeuomorphic UI to enhance functionality and usability. With a light green on dark background, it offers a sleek, familiar aesthetic and real-time settings display for an engaging, intuitive experience.
—Excited about the pet feature and want to try it yourself?
Explore this prototype on Figma!
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FEEDBACK and NEXT STEP
We presented our concepts to GM executives and designers, receiving positive feedback across several key areas:
Brand Alignment: Designs seamlessly matched the mass-market identity and aesthetic, resonating with the team.
Neumorphism Design: Praised as fresh and innovative, aligning with industry trends.
Thorough Research: Insights, especially the psychological perspective behind the clock design, were valued for their depth and credibility.
Engaging Pitch: Clear structure and compelling storytelling left a strong impression on the audience.
Next Steps:
We plan to conduct several rounds of usability testing, recognizing that car displays differ significantly from phones or other mobile devices. Unlike handheld devices, car displays are fixed at a single angle, requiring careful consideration of visibility and accessibility to ensure a seamless user experience in various driving conditions. Insights from testing will guide further refinements to optimize functionality and usability.
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