#Mobility

The Future of Autonomous Driving

Challenge

How will self-driving cars change the driving experience? What experiences will drivers seek and accept? Together with an automotive manufacturer, we developed innovative ways to collect robust data in this speculative field.

Approach

STURMundDRANG facilitated an international online think tank with experts from a wide range of disciplines that provided the client with new insights and hypotheses about the future of driving culture and driver experience.

Result

The findings were presented to the company and intensively discussed with all stakeholders. In working workshops with the respective departments, a human-centered innovation of the automotive future is now being driven forward on this basis.

Stefan Baumann
Managing Partner STURMundDRANG
19.04.2022 | reading time: 2 minutes

Our Case-studies > The Future of Autonomous Driving

The Future of Autonomous Driving

Cultural Innovation

What about the driving experience if vehicles operate autonomously? What sort of experiences will drivers want and accept? Collaborating with an automobile manufacturer, we developed innovative methods for obtaining reliable data in this speculative field.

 

The Challenge

Self-driving cars are seen as a major trend that will be revolutionizing mobility. But what about the driving experience if vehicles operate autonomously? What sort of experiences will drivers want and accept? Collaborating with an automobile manufacturer, we developed innovative methods for obtaining reliable data in this speculative field. Data that allows us to provide sound advice to clients regarding the primary questions on consumers’ minds and the specific issues of interest to corporate department heads.

The Innovation

STURM und DRANG moderated an online think-tank meeting of international experts from a spectrum of disciplines, which yielded new insights and hypotheses for the client regarding the future of driving culture and the driving experience.
Working with lead users in the US and China, our ethnographic research unit investigated future behaviors in drive-alongs in actual prototype cars and simulated driving experiences utilizing VR technology. The findings confirmed that the cars of the future will in fact create new behavioral patterns and totally change driving expectations. In live sessions with lead users, we co-creatively developed an inspiring, human-centric vision of autonomous car travel.

The results of these sessions were then presented to the client and extensively discussed with all stakeholders of the client’s organization. Workshops are now to be conducted with the respective corporate departments on the next steps in human-centered innovation for the future of automotive.