The Driving Machine (DUXU - 2013)

Aaron Marcus and Associates, Inc., www.AMandA.com, 1AM+A
The Driving Machine: Using
Persuasion and Information to
Change Behavior
Aaron Marcus, President, and Scott Abromowitz, Designer/Analyst
Aaron Marcus and Associates, Inc. (AM+A)
1196 Euclid Avenue, Suite 1F, Berkeley, California 94708-1640, USA
Tel: +1-510-601-0994, Email: Aaron.Marcus@AMandA.com
Web: www.AMandA.com

AM+A’s Vision and Mission
for 30 Years
AM+A helps people
make smarter decisions faster:
anyone, anytime, any place, any technology,
any market, any subject matter
AM+A shapes how technology affects everyday
life through user-centered development of
effective and compelling user experiences,
user-interface design, information-
visualization,
and storytelling

Driving Machine: Changing Behavior
with Persuasion and Information
 Persuasion/information platform:
 Dashboards: How am I doing now?
 Overview: What is my path, structure/process?
 Focused social networks
 Focused just-in-time knowledge: Tips and advice, fuel prices,
points of interest
 Incentives: Games, awards, rewards, competitions

Persuasion Design
4 Steps to Behavioral Change
 Increase frequency of reporting driving behavior to
social networks
 Motivate changing some driving habits: talking on
phone, texting while driving, follow traffic laws,
and driving over speed limit
 Teach how to drive efficiently and safely (e.g., use
less fuel, follow traffic laws)
 Persuade drivers to carpool

Persuasion Design
To Increase Frequency of Use
 Competition
 Simple visualizations
 Rewards
 Friends

Persuasion Design
To Improve Motivation
 Social comparisons
 Discounts on fuel and insurance
 Games
 Friends
 Badges

5 Steps to Change Driving Behavior
 Increase frequency of dashboard use
 Motivate changing driving habits, getting people
started
 Educate users about good driving practices;
helping them advance
 Persuade drivers to achieve short-term behavior
change (speed, distraction, performance,
sustainability, etc.)
 Persuade drivers to achieve long-term lifestyle
change

AM+A Advanced UI Concepts, 1992:
Motorola’s Advance GPS

AM+A: UX Spaces for Future Driving
Machine Products/Services

Icons, Info-Viz

Visual Variations

Branded Maps, Dashboard

AM+A Research for BMW, 2002:
Human Factors of Driver Experience
 Design for safety
 Reduce complexity
 Use graphical user interface only when necessary
 Use physical controls appropriately
 Avoid cognitive and sensory overload
 Allow customization of information
 Follow user-centered design process

Current Vehicle UI Issues, 1/4
 Applications and user interfaces for inter-vehicle
communication
 Assistive technology in vehicular context
 Automotive user interface frameworks and toolkits
 Biometrics and physiological sensors as user
interface component
 Detecting and estimating user intentions
 Detecting/measuring driver distraction and
estimating cognitive load

 Development methods and tools for automotive
user interfaces
 Different user groups and user group
characteristics
 Driving safety research using real vehicles and
simulator studies
 Evaluation and benchmarking of in-car user
interfaces
 General automotive user experience research

 In-car gaming and entertainment
 In-car speech and audio user interfaces
 In-situ studies of automotive user interface
approaches
 Methods and tools for automotive user interface
research
 Multi-modal in-car user interfaces
 Multimedia interfaces for in-car entertainment

 New concepts for in-car user interfaces
 Sensors and context for interactive experiences in
car
 Subliminal techniques for workload reduction
 Text input and output while driving
 User interfaces for information access (search,
browsing, etc.) while driving
 User interfaces for navigation or route guidance

The Future
The Driving Machine
 Essential Functions
 Saving fuel
 Carpooling
 Safe driving

Vehicle UX User-Centered Design
Process
 Personas
 Use Scenarios
 Competitive Analysis

Persona 1: Zoe Romero, 17
High School Student, Young Driver
 Behavior:
 Allowed to drive only to work
and school
 Occasionally brings a friend or
two in her car
 Only drives to and from work
and school
 Context:
 Young driver
 Recently in a rear-end driving
accident

Persona 2: Jeff Park, 20
College Student, Young Driver
 Behavior:
 Delivers pizza around campus
 Needs to be constantly aware
of campus pedestrians
 Context:
 Easily distracted by constant
phone calls and navigating for
deliveries
 Likes to listen to Pandora and
hopes to do same while driving

Persona 3: Tina Romanski, 25
Investment Banker, Early Adopter
 Behavior:
 Drives over 45 minutes each
way to work
 Often works long hours and is
usually tired on drive home
 Context:
 Lives in suburbs outside
Chicago
 Drives alone

Persona 4: Chris Davis, 32
Software Engineer, Early Adopter
 Behavior
 Tends to speed
 Text/Calls while driving
 Context:
 New to Austin
 Wants to meet new people

Persona 5: Susan Li, 73
Retired, Elderly Driver
 Behavior:
 Tends to drive under speed
limit
 Travels to her daughter’s house
every weekday to watch her
grandchildren
 Context:
 Often needs assistance to learn
new technology
 Does not have a cell phone

Persona 6: Wallace Jonick, 77
Retired, Elderly Driver
 Behavior:
 Often relies on GPS for
travelling around town
 Send notification to people he
arrives safely
 Context:
 Confused and frustrated with
adopting new technology
 Losing sense of direction
 Has dementia

Driving Machine UI Analysis:
Zoe: Use Scenario
 Drives under difficult emotional circumstances of
parental pressure, fatigue, and pressure from
school.
 Enjoys different view settings within Driving
Machine
 Prefers “Goth” or other backgrounds, because she is accustomed to
them in her music and clothing styles.
 Keep track of her speeding and driving behavior.
 Alerted to a possible $300 fine for being 10 miles over speed limit.

Chris: Use Scenario
 New to Austin and struggles to adapt less
aggressive driving behavior. Uses Driving
Machine to coach him to adopt less aggressive
driving style.
 Also, uses Driving Machine to find passengers to
carpool.
 Driving Machine determines how much money
and fuel Chris would make and use by carpooling
and estimated CO2 emissions saved.
 By carpooling, Chris also receives badges and fuel coupons from his
employer for carpooling.

Wallace: Use Scenario
 Diagnosed with dementia.
 After informing his insurer, insurer required
Wallace to use Driving Machine to guarantee
continuation of his insurance policy.
 Helps Wallace stay more alert and aware and
receive assistance to remind him where he is
traveling.
 Visualizes Wallace’s driving route and speed for
his family, friends, and insurer to see to guarantee
Wallace is still capable to drive safely.

Competitive Analysis
 AM+A studied vehicle UI and product designs
 Audi A8 Dashboard
 Cadillac User Experience
 Ford SmartGuage with EcoGuide
 Honda Ecological Drive Assist System
 Johnson Controls 3D Display
 Nissan Leaf Dashboard

Competitive Analysis:
Audi A8 Dashboard
 Incorporates a
traditional instrument
cluster with a large LCD
between gauges
 Just-in-time knowledge
via Audi connect to
grab fuel prices and find
points of interest
 Alerts of fatigue
 Lane departure warning

Cadillac User Experience
 Interface user
customization
 Unifies Cadillac’s
infotainment and
telematics systems for
a more uniform user
experience
 Overabundance of
steering wheel controls

Ford SmartGauge with EcoGuide
 Coaches driver how to
maximize fuel economy
by incentivizing driving
behavior
 Efficiency Leaves that
grows leaves by driving
efficiently or shrinks
leaves by driving less
efficiently.

Honda Ecological Drive Assist System
 Incorporates 3 functions
for greater fuel economy:
an ambient color meter, a
continuously variable
transmission, and a
scoring function via leaves
 Use persuasive techniques
to encourage more
environmentally friendly

Competitive Analysis: Johnson
Controls Multilayer Instrument Cluster
 Utilize spatial
techniques to allow for
prioritizing driving data
such as speed and
assistance information
depending on driving
conditions

Nissan Leaf Dashboard
 Two-tier dash that
separates driving
diagnostics
 Influence driving
behavior by using
persuasive techniques
where a driver is able to
grow leaves depending
on how efficient he or
she drives.

What Do We Need?
 Useful and appealing user interface (UI) design
 Design for safety to be readable at one-second glance
 Use physical controls appropriately
 Reduce complexity by focusing on helpful over powerful features
 Scenario based interface
 Limit available controls during intensive driving situations
 Avoid cognitive and sensory overload
 Allow customization of information
 Follow user-centered design process

Driving Machine
Information Architecture

Dashboard
 Monitor Car Activity
 Accident avoidance
 Fuel economy
 Level of leave growth or decline
 Monitor Gaming
 Status of leave growth and decline
 Visualize
 Carbon footprint
 Number of carpools driven

Process Model
 Create an account
 Sign-up
 Connect social networks
 Join
 Insurance program
 Carpool
 Track
 Goals
 Carbon footprint

Social Networks
 Update personal profile
 View timelines
 Compare driving behavior
against others
 Link to other social media
(Facebook, Twitter)
 Adjust privacy and sharing
settings

Just-in-Time Knowledge
 Traffic reports
 To save fuel
 Avoid accidents
 See location of friends
 Carpooling
 On-demand ridesharing
 Save money
 Reduce carbon footprint
 Reviews of places to visit
 Restaurants
 Hotels

Incentives
 Discounts
 On car insurance
 Fuel savings
 Advice on traffic
 Gamification
 Badges
 Become King/Queen of road
 Meet new people
 See a forest grow with efficient driving
behavior

The Driving Machine:
AM+A Initial Designs
 Dashboard Elements
 Basic Screens
 Example Initial Screens

Dashboard Elements:
Gauges
Semantic Reference Metrics Viz 1 Viz 2 Viz 3
Coolant Temp Gauge °C or °F lighted icons colored states dial/bar
Fuel Gauge
mpg,
empty-full
parts of whole dial/bar colored states
Miles Per Gallon
(current and average)
miles digital number
Miles Remaining miles digital number dial/bar colored states
Oil Pressure Gauge psi lighted icons colored states dial/bar
Odometer miles digital number counter
Speedometer/
posted speed limit
mph, kph digital number dial/bar 3 states
Tachometer rpm lighted icons dial/bar
Trip meter miles digital number counter

Dashboard Elements:
Indicators, 1/2
Airbag system faults lighted icon
Blind Zone Warning, Left/Right blinking bars noises lighted icons
Brake: Pad Warning, Low Fluid lighted icon
Charge Warning lighted icon
Checkup Required lighted icon
Collision Warning: Front/Back blinking bars noises lighted icons
Date/Time AM/PM digital number analog clock
Engine Malfunction lighted icon
Gas door location icon
Gear Shift P, R, N, D lighted icons
bar and
pointer

Dashboard Elements:
Indicators, 2/2
Low fuel lighted icon
Low oil pressure lighted icon
Low tire pressure lighted icon
Open: Door, Hood, Trunk lighted icon
Parking Brake Engaged lighted icon
Parking Warning, Front/Back blinking bars
Seat Belt lighted icon
Security lighted icon
Temperature, Outside °C or °F numbers colored states
Turn Signal, Left/Right
blinking
arrows
noises

Dashboard Elements:
Controls
Contact: Messages, Email,
Phone, Contact List
voice-activated touch screen buttons/dials
Heating, Ventilation, A/C,
Temperature Left/Right
°C or °F voice-activated touch screen buttons/dials
Lighting voice-activated touch screen buttons/dials
Media: Channel Change,
Volume Control
Navigation: Maps, Traffic, Stops voice-activated touch screen buttons/dials
Utilities: Calendar, Camera,
Video, Weather, Calculator,
Notes, Reminders, Browser,
Epubs, App Store
Vehicle Maintainence voice-activated touch screen buttons/dials

The Driving Machine:
Basic Screens
Driver dashboard
1
MM-HVAC
2
Front-seat passenger
3
Driver-seat back
4
Overhead center
5
FS-passenger back
6

Initial Text Design for Screen 1:
All Icons

Icon Variations

Collision Warning for Left Blind Spot

Collision Warning with No Warning

Initial Text Design for Screen 1: Blind-
Spot Left-Turn Collision Warning

Initial Text Design for Screen 1: No
Blind-Spot Left-Turn Collision Warning

GPS Navigation

Initial Design of Screen 1 with
Customized Backgrounds
 Skin 1: Based on Avatar
 Skin 2: Based on Little Shop of Horrors
 Skin 3: Based on Atari’s Pac-Man
 Skin 4: Based on Weingart’s Typography
 Skin 5: Eco-Background
 Skin 6: Eco-Bars
 All skins might be animated
 All skins might be custom ordered for increased revenue and brand
popularity
 All skins designed to preserve legibility, readability

Skin 1 Basis: Movie Avatar

Skin 2 Basis: Movie Little Shop of
Horrors

Skin 3 Basis: Atari’s Classic Pac-Man
Video Game

Skin 4 Basis: Weingart’s Post Modern
Typography

Skin 4 Basis: Weingart’s Typography,
with Over-Speed-Limit Warning

Skin 5: Eco-Background

Skin 6: Eco-Bars Green

Skin 6: Eco-Bars Yellow

Skin 6: Eco-Bars Red

Future Planned R+D for Driving
Machine
 Design variations for different cultures
 Design Process Diagrams, Social Networking,
Just-in-Time Knowledge, and Incentives that do
not interfere with driver’s tasks
 Test designs with different market segments and
personas/use scenarios
 Revise designs
 Publish case studies, articles, and videos
 Find commercial partner to bring ideas to market,
as AM+A did with Green Machine and SAP

The Driving Machine: Using
Persuasion and Information to
Change Behavior
Aaron Marcus, President, and Scott Abromowitz, Designer/Analyst
Aaron Marcus and Associates, Inc. (AM+A)
1196 Euclid Avenue, Suite 1F, Berkeley, California 94708-1640, USA
Tel: +1-510-601-0994, Email: Aaron.Marcus@AMandA.com
Web: www.AMandA.com

The Driving Machine (DUXU - 2013)

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