The customer
Toyota Motor Corporation is one of the largest car manufacturers worldwide. We are working with Toyota Connected Europe (TCEU) to coordinate and conduct user research at the European level. The topic? New digital and connected experiences for electric vehicle drivers of the future (2025).
Our approach
To obtain validated insights from users, we always aim for a setting that mimics reality as closely as possible. For instance, we use advanced simulators where we place users in a car replica. The drivers go through different scenarios while standing still with the "car", or conversely when they are driving it. With working pedals, steering wheel controls, a dashboard and a multimedia screen, we can analyse users' full cockpit experience.
Depending on the research objective, we test in different settings and use different tools. For instance, we drive with participants - for benchmarking purposes - with cars of other brands, use eye-tracking glasses and accurately measure participants' driving behaviour and user experience.
We go beyond just defining research insights. Each time we translate them into concrete design recommendations for the next iteration. In addition, we bring the research and design teams from the United States and Japan together for co-creation. This allows us to compare regional or cultural differences and act on them.
