Case Study
Porsche Classic - Multifunction Display for a classic Porsche 911
Project Summary
A voice controlled multifunction display that replaces the central tachometer of all classic Porsche 911's. The display fits into the existing same place as the original tachometer and the landing screen matches the look of the original Porsche.
Context
This was a two week design sprint, the challenge was to bring new technology into classic cars, the owners of which tend to stay away from.
Project Brief
Porsche is a German automobile manufacturer specializing in high-performance sports cars, SUVs and sedans. They have been designing and manufacturing some of the most iconic cars in history since 1931. With many Porsche enthusiasts still driving their classic cars, the company wants to provide a technology upgrade so that drivers can take advantage of some of the newest technologies while still enjoying their classic driving experience.
The Problem
How do we design an augmented reality heads up display (HUD) for classic Porsches that gives drivers access to the latest technologies while still preserving the design integrity and experience of a classic Porsche?
The Team
During this sprint, I played the role of the head of design. I also took part in other aspects of our design process such as research, medium fidelity design for guerrilla testing, final prototype design, and user testing. While Cristina and Jorge handled scheduling, wireframes, interview questions, and personas.
The Approach
We wanted to look at this problem while keeping in mind, Porsche's design principles.
“Design is not simply art, it is elegance of function.”
- F.A. Porsche
Research
Affinity Diagram
Through this affinity diagram we were able to sort out some questions we thought should be asked to the users.
The questions were sorted into the following areas:
• Features
• Safety
• Ownership
• Interaction
Market Study
With 70% of all Porsche vehicles still on the road, it is clear that there is a market for a device that could potentially keep even more Porsche's around.
Interviews
With Porsche classic owners from the Porsche Club of Santa Barbara. Most classic Porsche 911 owners are not interested in adding technology that requires modifying or distracting from the look and feel of the car.
”After market modifications are like dressing grandma in teenage clothing”
Personas
Classic cars are typically an extension of the owner, therefore instead of people for the user personas, the owners are personified through their cars.
Wireframing
Multifunction Display vs Heads Up Display (HUD)
Multifunction Display
Medium Fidelity Prototype
Heads up display (HUD): A prototype was created to use with a reflective dashboard phone holder that reflected the screen onto the glass as a Heads up display replacement.
Multifunction Display
User Testing
Two methods of user testing were used:
1 - Guerrilla Testing
2 - Lean UX Testing
Guerilla Testing
We tested which display users would prefer, HUD or Multifunction
Users: Porsche Owners
Location: Camarillo, CA
Scope: AB testing, display preferences, device positioning
Key take-away:
Classic Porsche drivers are much more likely to buy the Multifunction Display, which will not interfere with the look of their car, but will give them the functionality that's in their Porsche Cayenne and Macan's. If there's a back-up camera, they're sold. This lead to us pivoting our focus to the multifunction display.
Lean UX Testing
Testing the functionality and features of the Multifunction Display
Users: Drivers
Location: Santa Monica, CA
Scope: User interaction, features, learnability, and memorability
Key take-aways:
• Voice interaction with an optional physical click wheel is a must.
• Voice control activation name should be simple and easily pronounceable.
The Solution
A multifunction display that replaces the central tachometer of all classic Porsche 911's. Landing screen matches the look of the original Porsche tachometer.
Key design elements:
• Voice interaction + physical click wheel
• Uses existing electronic connections: No modifications necessary
• RPM always visible
• Bluetooth connectivity with phone
• Obstacle awareness + back-up camera
Tools Used
Final Screens
Prototype
Concept video
