FORD: ASSIST
UX Design
Consulting
Bridging the digital divide for the elderly in China with learning tools for automotive technology
ROLE
UX Consultant, Designer
Strategy
Mobile app
Ford: Assist is a feature to bridge the digital divide for the elderly to learn more about digital cars. This proposal was made for Ford to enhance or improve accessibility within its products.
PROBLEM
In collaboration with Loughborough University of London (LuL), Ford approached my Masters programme for proposals and suggestions on how they could make their digital cars more accessible.
Based on our research, we decided to address the brief by designing for the elderly in China by bridging the digital divide when it comes to understanding the complexity of automotive digital systems.
MY ROLE
As a Master's student, I took on the dual roles of UX consultant and designer to propose a comprehensive case study aimed at solving for accessibility while entering the China market.
By leveraging research and real-world insights, I crafted innovative design strategies that facilitate meaningful engagement and drive market success while resonating with local users while fostering a deeper understanding of cultural nuances.
OUTCOME
The case study not only highlighted potential product adaptations but also proposed a user-centered approach to customer engagement that resonated with Ford's commitment to innovation. Ford expressed enthusiasm about the feasibility of implementing these strategies, recognizing the potential to connect more deeply with their target audience.
Researching the market
Based on the prompt, we could choose any market and any type of disabilities including for temporary or situational disabilities. The team wanted to take on an innovative approach on the prompt that will also become viable for Ford to implement. From detailed research on the market, we found that China is a leading country in the digital car industry, which opens up an opportunity for Ford to become a differentiator if they tap into the market especially in making digital cars accessible. I started the initiative to conduct a PESTEL analysis with the team to build a comprehensive understanding of the external factors influencing user experiences.
Why the elderly in China?
The ageing population is expected to increase and elderly people are more likely to become disabled as the physical and cognitive functioning tend to decline with advancing age.
Huge population
18% of China population is made up of elderly (>60 years old) which is ~250 million people and expected to increase to 30% by 2050.
Government incentives
The China government pushes businesses to attract the elderly while providing incentives to initiatives taken to make products more accessible.
More interest in technology
Elderly people in China are more capable of using technology due to products already designed to meet their needs.
Higher disposable income
The “Development of the Silver Industry” forecast the spending power of China’s elderly population will skyrocket to 106 trillion RMB by 2050.
Problem Statement: How can Ford better facilitate learning and skills transfer via digital cars: realignment of existing technologies to promote accessibility and familiarity for elderly consumers in China?
Exploring potential solutions
Each of us engaged in a thorough ideation process, utilizing methods such as brainstorming, mind mapping, and sketching to explore a range of innovative concepts aimed at effectively solving the problem.
However, we realised we need more information of existing technologies and user needs in order to make the best decisions.
Uncovering user needs and requirements
I supported the team in conducting competitive analysis of use of learning tools for the elderly as a means to get some inspiration on methods of learning and how it influences the market.
Competitive analysis of learning tools
There were 4 user interview conducted and 234 questionnaires sent with 181 completed by users of age 50+. While I was not able to conduct the user research as it was adapted to fit the language and cultural expectations of users in China, I instead analysed the findings into user persona and mapped the requirement of the solution.
Seniors are optimistic about smart car development.
This means that the elderly in China are not scared from purchasing digital cars.
70% worry about personal data and travel privacy security.
While not related to accessibility, Ford can consider how they can protect the privacy of their users.
Nearly 81% of seniors found smart vehicle voice interaction useful.
However, poor Mandarin prevents older individuals from using voice assistants.
User persona of potential customers that would benefit from accessible learning tool in digital cars.
By visualizing the entire user interaction with a product or service from the user’s perspective, we can help design teams gain insights into users' needs and pain points. In particular, the user journey map allows our team to understand the experiences of older Chinese adults learning about smart cars, enabling us to create products that enhance their overall learnability and engagement.
User journey map of seniors learning to use smart car
Design space: mapping the requirements
From the competitive analysis, it was inferred that the elderly prefers a learning tool that offers specialized support and customization. Whereas user research shows that it is important to provide tools that support multimodal learning, driving enjoyment and regional dialect. The user research also shows that the silver surfers in China prefer mobile phone interactions when it comes to technology use.
Affinity mapping between user requirements and possible features
This process refined the solution and identified the key interactions necessary to make digital cars accessible for elderly individuals in China, facilitating their learning and usage.
Early design iterations: Assist Feature
The proposed design outcome, Assist, is a feature seamlessly integrated into Ford's existing product. Given that the target audience and market are based in China, the functionality was optimized based on FordPass China's existing user app and translated into English. The solution consists of two components: a mobile app and an in-car smart screen. For the purpose of this case study, I will only be showcasing the solution that is proposed within their mobile application.
Easy access to the Assist learning tool
As elderly users might need to use the tool often, they can turn on the Assist tool which offers them an easy access entry point to the learning tool. The button is designed to be big so that it could easily be found by the users.
Assistive Centre page
To help elderly users understand the various functions of the digital car, we have grouped the features into three main categories:
Vehicle Control for easy access to essential digital car control features
Assistive Functions, that connect users to family for learning and discoverability
Operating Instructions, which provide clear guidance on navigating the smart car functions.
Enhancing User Trust and Familiarity Through Personalized Features
To help users feel more at ease with digital car systems, this design focuses on building familiarity and connection. By introducing a navigation voice library and a family record feature, we create a more personalized experience that enhances user confidence and comfort in using the system.
This case study outlines the initial stages of strategic proposal for Ford to implement as a step towards making Ford accessible. It was presented to the Ford team and received positive feedback with interest on the innovation.
Further analysis of the market
To further encourage Ford on implementing the feature Assist to their product, we crafted a SWOT analysis to identify internal and external factors that affect the success of integrating the Assist feature as a smart car learning application. We also conducted a cost-benefit analysis to evaluate the financial implications of implementing the innovative solution.
SWOT analysis of implementing Assist feature in Ford's digital ecosystem.
Cost-benefit analysis
Reflections
Reflecting on the project, I would have worked better in outlining the user research guideline with the team so that the objectives are aligned especially as I should consider language and cultural differences. While I have trust in the team, I believe we could have refined the questions to understand more on learning needs and barriers when it comes to digital cars.
This project expands on my capability as a Product Designer to become more strategic by understanding the market and culture landscape when it comes to designing for regional products.
On to the next steps, the design would have been tested and iterated with the target user group while ensuring that accessibility is considered throughout the usability testing. If I would have been given the opportunity, I would be more involved in the UI design of the final solution, ensuring that it is intuitive and accessible.