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Drive for safety:
Conceptualizing next-gen HMI
 

Client

Hyundai Motor Europe

 
Segment

OEMs - Passenger Cars

Industry

Automotive & Mobility

 
Service Line

HMI Concepts & Innovation

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.

Operational reality

Hyundai sought to remain at the forefront of innovation while upholding their unwavering commitment to focused driving. They partnered with Star to gain user insights and explore next-generation HMI solutions that prioritize both safety and a seamless driving experience.

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HMI-solutions-1

Milestones

✓ Developed high-tech cockpit concepts, each embodying Hyundai's safety-first philosophy and commitment to innovation.

Playbook & Journey

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

It encompassed:

Desk research

Analyzing industry trends, user behavior patterns and Hyundai's brand identity.

Expert interviews

Gaining insights into emerging technologies and design principles from industry leaders.

The Customer context

Observing and interviewing drivers to understand their challenges and preferences in a real-world setting.

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

impact
Set new benchmarks for automotive HMI innovation

  • 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"

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Giuliana Moroni

Market Intelligence Lead, Hyundai Motor Europe

Project scope

  • Contextual user interviews
  • Expert interviews
  • Desk research
  • Co-creation workshop
  • Concept creation and ideation
  • Storytelling

What's next

We remain committed to pushing the boundaries of HMI design, ensuring that our solutions continue to lead the market and meet the evolving needs of drivers worldwide.

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Star is a global technology consulting firm that seamlessly integrates strategy, design and engineering as an end-to-end partner on its clients’ digital journeys. Star’s unique approach helps rapidly expanding startups and established enterprises reach their endgames while prioritizing empathy for the end-users, society, and the planet.

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