Rethinking mobility on two wheels
CLIENT
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This project is strictly under NDA.
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RESPONSIBILITIES
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Research, Ideation,
Service & Interaction Design, Prototyping
The Opportunity
The mobility industry is constantly changing. Self-driving cars, electric vehicles, and car-sharing services are just a few of the developments taking over traditional concepts of ownership, leading to the question: will we still refer to ourselves as “drivers” in the future?
With today’s digital transformation, we see the traditional automotive landscape completely reversed. OEMs are finally embracing technology providers as partners to deliver what consumers want and expect — digitally enabled, holistic automotive experiences.
And hence, our challenge was to reimagine the relationship between
two-wheelers and riders for a safe and memorable experience.
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All illustrations by Alberto D’Alessandro, Tangity
The Process
A cross country and company collaboration between
Tangity, Milan and STAR, Munich was initiated for this project.
The team was composed of product designers, UX / UI designers, service designers, and product engineers.
The project started with identifying the design challenge and then from research to ideation to prototyping to validation, we finally delivered the proof of concept.
This proof of concept was then engineered into a tangible solution and subjected to further tests. In all probability, it will be in the market in 2024.
The Insights
Based on our research and analysis, we discovered key factors that influence how consumers currently make purchasing decisions. Here is a selection of the insights we found:
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Safety is a top priority for all drivers. It’s vital to be aware of what is going on around you, Proximity sensors, alerts, vibrations and other forms of feedback are all useful tools for increasing safety.
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For navigation, we uncovered important information that’s equally applicable to all driving experiences. First and foremost, minimalism and simplicity are central. Simultaneously, most people feel more comfortable staying within their smartphone ecosystem and preferred apps.
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Voice control is a rapidly emerging area but still needs to be enriched for most users. Visual cues won’t go away, but they’ll be augmented with voice functionality.
Finally, in terms of UI (user interface), there’s no one-size-fits-all solution. Intuitiveness is key, but so is adaptability to specific user needs. For some users, hands-free interactions like voice and sound signals are preferred, while others prefer simple screen gestures. Still, others prefer getting haptic feedback for confirmation of an action. Then some would be open to all three: haptic, visual and audio. Adaptability and flexibility here are thus essential.
The Impact
8/10
Test subjects agreed that the POC would make their experience safer.
2024
New two-wheeler line to be launched in the market with the design POC in 2024.
E-2-E
End-to-end project design and development.