MMI System Design
Help an international automobile company adapt to the Chinese market
I.
overview
Our client wanted to know why Chinese users were not willing to update the Car Multimedia and Navigation System in their cars, and whether this was because the system was problematic for Chinese users or simply because the price was too high. They had a very weak understanding of their Chinese users.
Our goal is to gain a deeper understanding of their users’ preferences, usage habits, and product desires and ultimately help them adapt the Multimedia and Navigation system to become more suitable for Chinese users.
Teammate:
Wang Yilu
Duration:
147 working days
Skills:
Quantitive research
Qualitative research
One day tracking
User testing
Affinity diagram
Benchmark study
The third party
Taylor Nelson Sofres
II.
Research Overview
III.
Qualitative Research
We interviewed 56 users from Beijing and Shanghai for 2 to 3 hours each. The following graph shows brief profiles of some users.
There are 3 important aspects we want to learn from the comprehensive interview:
1. Audi brand image among users
2. Users’ recognition of different vehicle types
3. Users’ recognition and expectation of Multimedia and Navigation System
IV.
Quantitive Research
Research Method: Telephone Interview
Research Brands: Audi, Mercedes Benz, BMW, Lexus
Interview time: 20-30 min
Participant terms: 1.Have driver's license
2. Owner and driver of the target vehicle
3. Age between 25 to 39
Data Visualization
V.
User Testing
We did three kinds of user testing.
1. Designer test: in the form of tasks and scene arrangement, identify problems of the MMI system in the navigation, radio, multimedia and general basic operation logics under actual conditions through a dynamic test from the perspectives of researchers and designers.
2. Extreme user test: In the form of tasks, test users who are extremely familiar with and unfamiliar with the MMI system in order to understand: 1. constructive opinions for the MMI system; 2. key design issues for the MMI system.
3. One day tracking: the researcher track users for one day and observe users' behaviors to reveal unexpected problems in daily activities and environments.
