February - August 2019
Bachelor thesis project
UX Design student trainee
Microsoft Project and Excel,
Adobe Suite, Unity, C#
Project Management, UX Research, UX Design, Interaction Design,
Unity Prototyping, Virtual Reality Prototyping
bachelor thesis, requirements catalog, wireframe concept, interaction prototype and visual design
During the last semester of my bachelor studies, I got the chance to write my thesis in cooperation with the Audi Electronics Venture HMI team. The goal of my thesis was the elaboration and development of a holistic vision concept for the future entertainment experiences of autonomous Audi vehicles. The thesis was my biggest project so far and was graded with excellence. (1.0) A special thanks to my mentor at Audi, Dr. Stefan Mayer, the whole HMI team and my professor Ingrid Stahl!
Since I was on an incubation team, all of my work is tented - aka under a non-disclosure agreement. Nevertheless, I am allowed to show some parts of the project to communicate what I was working on and what I’m capable of. Some of the shown pictures are in german, so don't be surprised.
It is only a matter of time until fully autonomous vehicles will be part of our daily lives. Now the question arises, with what will the people engage during this newly gained time on the road. On this topic, Audi conducted some research and found out that around 30% of the answers were related to Entertainment, yet there was no concrete concept for it so far.
Before this project, I mostly designed for specific hardware pieces. For example, if you design an app you know it will be running on a phone or tablet. Now with this project, I had no reference at all. I needed to create a prototype for a complete interface and operating system from scratch, for autonomous vehicles that aren’t even produced yet.
The development of the Audi entertain vision is based on the user-centered design process. For a detailed overview of the steps and used methods of this project, the UCD process was divided into the different subdivisions below. The individual phases were carried out in an iterative pattern to further refine the respective results
As a first step in the requirements analysis, several sub-analyses were carried out to gain a broad overview of the topic of entertainment for autonomous driving.
Automated driving is classified into six levels in Europe according to SAE International. Only the last two levels 4 and 5 have importance for this project, because they allow the driver to fully engage with other things while driving, such as entertainment.
The entertainment vision concept is intended to reflect the Audi brand profile. The goal is to create a clear differentiation to other brands and stand out from the competition through it.
"Audi stands for sporty vehicles, high quality work, and progressive design
“Audi is driving the megatrends Sustainability, Digitization and Urbanization as Pioneer ahead."
“Being ahead means more personal freedom - Audi wants to network, simplify and surprise.”
Interview findings have shown me that users mostly differentiate entertainment and experience form each other. For them, entertainment is related to passive reception of information. An experience, on the other hand, is related to active participation. I was looking for the intersection of those two and found out that entertainment can be an experience through Immersion and emotional engagement.
To develop a user-friendly and suitable entertainment concept for the future Audi drivers, I need to have a precise understanding of the potential Audi Entertain target groups. With the use of the SIGMA and DELTA social milieu model and the beforehand acquired knowledge about the Audi brand, I could define three special target groups for my vision concept.
The explorer of new worlds and identities
The performance elite with global orientation and progress optimism
The educational elite with an individualistic attitude
I also took a detailed look at Audi’s current autonomous concept the Audi Aicon. The goal was to get a system and interaction wise reference, which should be used as inspiration for the entertain concept.
Lastly, I conducted a benchmark analysis to identify possible solutions from the competition. It is based on three sectors, each with an explicit focus on entertainment. The first sector was a dedicated automotive benchmark analysis. The second sector deals with rail transportation and the third with flight transportation.
After synthesizing the gathered information, I was able to generate a comprehensive requirement backlog, which the Audi entertain vision should fulfill. Unfortunately, I can only show a very simplified overview of the most important requirements below.
To convert the knowledge into a concrete concept, the next step was an ideation. Firstly, I defined three different user personas that are characterized according to the Audi entertain target groups. Additionally, I made use of the sensation seeking scale by Marvin Zuckerman to achieve a clearer picture of what kind of entertainment activity each persona may prefer.
To come up with possible entertainment activities for each persona, we did a brainstorming session together in a team. Following we categorized the activities according to the Pine and Gilmore experience model in an affinity diagram and decided which activities to include inside the entertain concept.
08 The structure
After gathering a lot of ideas and insights throughout the analysis and ideation, I created the structure for the concept. It is put together by three display interfaces and a virtual reality glass. Special about this concept is the removable tablets inside each door. This allows both passengers to either enjoy entertainment on their own or interact with each other. Unfortunately, I can't provide any deeper information or visuals here.
09 Paper and Evaluation
As the first conceptual step, I produced various paper prototypes of the Audi entertain concept. After rapidly reviewing and refining them, I decided to conduct a first usability testing with the Paper Prototype to see if the system and also the concept structure is going in the right direction.
10 Digitalization, Development and Evaluation
After finishing the first testings, I refined the concept and digitalized everything as wireframes. After that, I built a first interactive prototype inside of Unity. I especially chose Unity because it offered me the needed tools to create this holistic entertainment concept. Especially important was to connect the different tablets, monitors and virtual reality applications over TCP-Sockets, so that each interface could interact with one another. I then integrated the whole concept inside a self-built car simulator and tested it again in a second usability testing.
After refining the wireframes according to the user feedback, I began thinking about how the concept would look and feel. One of the requirements was the personalization of the system. This should also be reflected in the UI design. Therefore, three different mood boards were created for each Persona, to get a visual reference in which way the design could be heading.
12 Lessons learned
Through this project, I learned to organize myself in a better way. How to set up a project plan over several months and follow milestones was something I took away from it. Also wrapping your head around a concept that may be first accessible in 10 years and creating a tangible vision for it right now, was something I had to figure out at first. Developing and prototyping this holistic entertainment concept over several displays with an endless number of interconnections, different technologies, and various input modalities, also helped me to always have the bigger picture in mind.
Tripster - case study
I developed a concept for a mobile application, The goal was to enhance the trip experience by providing personalized travel sight and event recommendations. This project includes mainly UX research, UX design, and visual design.
PERSONAL PROJECT • 4 WEEKS • OCT 2019 • READING TIME 10 MIN
Eco - case study
In the first semester of my master's studies, we developed together in a team an app concept for the future of ecological grocery shopping. The project was mainly focusing on UX Design, Visual Design and Motion Design.
STUDY PROJECT • 16 WEEKS • MAR 2020 • READING TIME 10 MIN