ROLE OF USER EXPERIENCE (UX) AMIDST 'SCREENIFICATION' IN AUTOMOBILES
This article is part of a thought leadership series by the Ipsos Auto sector expert group. This team of experts in the automotive sector join forces to share their unique perspectives and insights about the latest trends, innovations, and happenings in the auto industry. The intent is to keep our clients informed and up-to-date through the lens of research.
Exploring the transformation of user experience in automobiles due to the increasing integration of screens, referred to as 'screenification.' It highlights the shift from basic car radio systems to advanced AI-enabled multi-screen environments that enhance driver and passenger engagement while posing new challenges like safety, usability, and data privacy. The article emphasises the importance of applying user experience (UX) principles to ensure seamless, intuitive interactions and addresses the balance between technological advancements and market-specific needs, questioning if OEMs can adapt through UX research and innovation.
