Semi-Autonomous VW Car


Creating a self-driving car for VW customers turned out to be a bit of a paradox. Know thy users…

The Deliverable


Personality matters a lot in a user’s experience. Here we explored the role humor might play in improving a drivers experience using natural language processing computing software.


Here we explored the visual cues and visual design of ambient technology in a way that would indicate the system status of the voice activated software.


The Process

We started our research by going out into the field to contextually inquire with the the general manager and assistant manager of the local VW dealership and three VW owners as they drove us around town. Back in the studio, we sorted our findings and sketched over 50 concepts to visually explore and communicate our ideas. We voted to refine the selection, then refined the ideas. Later, we tested the design concepts in simulations with students in the dorm and did one more stage of reiteration before putting our final document together


  • Primary & Secondary Research
  • Synthesis
  • Ideation
  • Design Rational
  • Video Recording & Editing


  • Field Interviews
  • Contextual Inquiry
  • Personas
  • Concept Sketching
  • Affinity Diagraming
  • Symmantic Differentials
  • Golden Questions
  • User Testing
  • Protyping
  • Experience Simulation
  • Storytelling