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.
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
"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
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.