In Ramp Up to Fully Autonomous Systems, the User is being Ignored

by Derek Viita, Diane O’Neill | Apr 04, 2017

Current Semi-autonomous HMI and Poorly Rolled-out Testing Procedures Hinder Progress

Boston, MA – April 4, 2017 – Over the last 15 years, semi-autonomous features offered by OEMs have arguably been a series of partially automated parking and driving systems that are mostly accurate and sometimes comfortable, but rarely easy to discover or use. A new report from the In-Vehicle UX (IVX) group at Strategy Analytics, “In Ramp Up to Fully Autonomous Systems, the User is Being Ignored”, assessed the on-going transition from semi-autonomous features in vehicles, to fully autonomous systems. Crucially, systems must be designed from the human outward, rather than from the system inward, to ensure successful uptake.

Current semi-autonomous driving and parking systems have not excelled, primarily due to poor human-machine-interfaces (HMI). In research undertaken by Strategy analytics, first-time users often had extreme difficulty mastering the controls related to these features and correctly interpreting relevant iconography and messages. Even the most basic task such as determining whether the system was “on,” was difficult. However, while consumers continue to show interest in autonomous transportation systems, many are pessimistic about them due to a lack of trust; and this will be a major obstacle to overcome.

Click here for report:

Derek Viita, Senior Analyst and report author commented, “It is becoming clear that media coverage of early incidents with autonomous driving features is coloring early consumer perceptions of these systems. The rush by non-traditional transport companies to beta-test concepts before they are road-or-user-ready has led to a number of incidents being portrayed negatively in the media.”

Chris Schreiner, Director of Syndicated Research, agreed, “Added to positive media coverage, the user experience of semi-autonomous driving and parking systems could also improve greatly. For example, warnings that use multiple output modalities lead to a faster reaction time and a quicker hand-off back to the autonomous system than warnings that use just one modality. This would go a long way toward establishing consumer trust in future fully autonomous transport experiences.”


About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success.


About In-vehicle UX

The In-vehicle UX group forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests within in-vehicle, mobile device, connected home and media & services research areas, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences. Extensive expertise and highly experienced in large-scale survey work, in-depth interviews, focus groups and observational sessions, UXIP’s research methodology allows strategic user-centric analysis on the potential for new technologies that would otherwise be unavailable. Providing actionable insight, go-to-market strategies and business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. Click here for more information.


Press Contacts

US Contact: Derek Viita, +1 617 614 0772,

European Contact: Diane O’Neill, +44 (0)1908 423 669,
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