Project goal
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Understand what users value most using car apps and what newly mapped features can improve their experience.

Project duration: June to September 2022.
Project realized in 14 Agency for CUPRA.
My role
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● Benchmarking
● Kano planning and analysis
● Design and plan focus groups with users and workshops with stakeholders.
● Conducting focus group and workshop sessions 
● Design reports
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Methodology
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The steps of the process:

A. Benchmarking
We conduct research on car features and non-contextual car-related features. After mapping, we selected 17 features to be present to the drivers and understand which of them could be interesting.

B. KANO Survey with drivers
We conducted a survey (in KANO Model) with 150 drivers (from UK, GER, and SPA) to understand their interest in the 17 features presented.

C. Focus Group with drivers
To gather higher-quality data, we conducted three focus groups (from NED, GER, and SPA), each consisting of five participants, to gain insights into the user experience of car apps and evaluate interest levels in the 17 features.

D. Workshop with stakeholders
From the presentation of the results, the participants prioritized which features can be developed and generate initial ideas using the Personas tool.
The image has been intentionally blurred to protect the confidentiality of information.
The research process
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A. Benchmarking
We perform a benchmarking on functionalities connected or not connected to the car. In addition to the contextual research, which involved the investigation of car brands (direct competitors or not), we also conducted a non-contextual investigation of brands not associated with car markets.
From the investigation, we presented to the customer the hypotheses of features that could be more interesting to customers divided into 7 categories: social, health & care, discovery, security, entertainment, loyalty, and IoT.
After the presentation, we selected 17 to be evaluated by users in the following stages of the process.

B. KANO Survey with drivers
Through the UserZoom platform, we launched a survey using the Kano model. In this model, each of the features is presented and users are asked how they feel if you have them and if they don’t have them. As result, it is verified if each of the functionalities is a must-be, performance, attractive, or indifferent to the users.
The results of the analysis showed which were the most attractive. 


C. Focus Group with drivers
In the workshops, to validate the results obtained in the Kano survey, we aimed to obtain more qualitative data on the experience of users using the app of their car brands. For this, we organize Focus groups in 3 different activities:
Experience with features: understand what the users value most using the apps.
Prioritizing the features: understand which newly mapped features might be most interesting to users.
New ideas: which features can be improved or can be created for a better experience.
As a result of the 3 Focus groups performed, we could better understand what features used most, how and why they use them, what are their pain points, their opinions on each of the features presented, and how they evaluate them within the same 4 categories (Kano) and finally, their suggestions to improve the features they liked most.
The results of the Kano and Focus groups analysis were very similar, and we identified five more interesting features.
The image has been intentionally blurred to protect the confidentiality of information.
D. Workshop with stakeholders
The final stage of the process consisted of a workshop with brand stakeholders, and professionals working for the brand in different sectors. First, we present the results obtained in both studies. 
Then we asked participants to prioritize the features to be implemented, positioning them within the 3 HCD lens charts (people, business, and technology).
After identifying the features, we formed four groups, each comprising three participants. We then tasked each group with selecting one of the top-prioritized features and one User Persona. 
The goal was to explore the expectations and pain points of different user Personas regarding these features, to generate innovative ideas that cater to the specific needs of diverse Personas. These Personas represented different generations and valued various aspects of the brand, aligning with our aim to develop user-centric features.
Learnings
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The findings from the Kano survey and the feedback obtained from the focus groups indicate a consensus in prioritization among the users. 
The methodology employed, which combines various techniques such as the Kano method, focus groups with users, and workshops with stakeholders, has significant potential in addressing challenges and providing valuable insights for the design team or brand clients to better understand users’ interests and pain points.
​​​​​​​The findings helped the strategic team prioritize features for design or improvement in user experiences, considering technological, business, and user factors. Among the five best-evaluated features, three of them became independent projects to be developed in the short term.
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