Drive for safety:
Conceptualizing next-gen HMI
 

Eyes on the road, hands on the wheel

Hyundai Motor Europe's endgame is to redefine driver safety and enhance the interactive experience within their vehicles through advanced Human-Machine Interface (HMI) solutions. This vision focuses on smart cockpit technology that not only meets Hyundai’s high safety standards but also elevates the overall driving experience, keeping drivers' eyes on the road and hands on the wheel. 

Achieving this endgame means creating solutions that are both technologically sophisticated and intuitively designed to ensure every interaction enhances driver focus and safety, setting new industry standards for how technology interacts with mobility.

Playbook & Journey

Star embarked on a comprehensive research and data validation program to understand the in-car user experience and user needs.

It encompassed:

This holistic approach provided invaluable data that formed the foundation for the next phase of the project.

Armed with rich research findings, we organized a co-creation workshop, inviting the same participants from the contextual interviews along with Hyundai stakeholders. Together, we delved into specific problem areas, ideating and co-creating innovative HMI solutions tailored to meet user needs and expectations.

Impact

Set new benchmarks for automotive HMI innovation

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• By delivering user-validated concepts, we have established the foundation for the next phase, which entails developing and further testing interactive prototypes, thus propelling Hyundai to the forefront of future in-car experiences.

"Our partnership with Star is invaluable. Their in-depth research methods, particularly the contextual user interviews, provided a clear understanding of driver needs and behavior in real-world situations. We're confident that these concepts align perfectly with our commitment to safety and we look forward to continuing our partnership"

Giuliana Moroni

Market Intelligence Lead, Hyundai Motor Europe