Personalised displays are a potential difference-maker for in-car HMI, finds Strategy Analytics

Derek Viita of Strategy Analytics

As all car model lines become crowded with similar connected features, one way automakers are attempting to differentiate is through unique twists on HMI, especially displays. A new report from the In-vehicle UX (IVX) group at Strategy Analytics “Personalised Displays: A Potential Difference-Maker for In-Car HMI”, surveying consumers in the US, Western Europe and China regarding their interest in personalising the appearance of their in-car displays, has found that wide swaths of consumers show some level of interest in customisable displays. These expectations are primarily driven by the immersive and very personal relationship most consumers now have with their smartphone.

Key report findings include:

  • As touchscreen-enabled smartphones complete their market saturation, and touch-enabled smart devices spread through the home and retail spaces, Strategy Analytics has found changes in the way consumers (particularly tech enthusiasts and early adopters) think about their in-car experiences. Predictably, more consumers are saying that they want their in-car display to behave like a smartphone.
  • As automakers strive to differentiate their HMI, personalisation provides added value that has thus far remained untapped. Careful implementation is required however to ensure this is accomplished in a practical and usable way.

Derek Viita, report author and senior analyst commented, “But as any product manager in the automotive space will attest: A car is not a smartphone. As long as a human remains in the loop, design considerations for the car will remain far different. Customised displays, though desirable, present some challenges in this unique use case where distraction must be taken into account. Background images must not wash out iconography, touch targets, or labeling. A user must be limited to a reasonably low number of options on each screen.”

Added Chris Schreiner, director, Syndicated Research UXIP, “However HMI, particularly for infotainment, is an area that can be quickly and easily innovated upon. If done correctly, through a conscientious effort to put the target consumer first in building safe, usable, and delightful UIs, customisable in-car displays could be low-hanging fruit for a forward-thinking interior design team.”

Click here for report.

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