MBUX | Mercedes-Benz Passenger Experience

Context

In 2021, Mercedes-Benz unveiled the latest EQS with the Hyper Screen, a giant screen that spans the driver and passenger seats and holds almost all the functions of the vehicle's control and entertainment systems.

However, we found that in the current MBUX system, the content on the passenger screen was not enough to engage the user and satisfy the user's demand for technology and entertainment.

So we aim for an innovative design for the next generation of MBUX passenger entertainment system. The latest AI algorithm is used to tailor the exclusive content for passengers and provide the most intimate service.

Goal:

1. Understand users' needs and expectations through user surveys to improve the passenger system
2. Focus on technology and luxury to further enhance the value of Mercedes-Benz
3. Improve the user's satisfaction and utilization rate of the passenger screen

Research

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Chinese Market Scan

Chinese OEMs already pay attention to the Passenger Digital Experience, combining Software and Hardware, and Third-Party Apps for an enriched experience.

Key Insights

Customer Voice

We investigated 7 Target Users, to explore their current passenger user experience and expectations

1. Current in-car activities for passengers

5. Passengers expect more than existing experience and services

More than 1/3 of the customers do not see Auto OEMs’ apps providing Personalized, Relevant, and Intelligent interfaces as compared to tech companies like Amazon and Uber of the world.

Ideation Framework

What if a car becomes a ...

Design Proposal

Current Design

New Proposals

New design proposals focus more on a Content Lead Experience. Instead of functional icons, we directly present entertainment contents and a location-based service on the home page.

AI contextual awareness - Tailored to each Passengers Preferences

When the passenger gets into the car, the screen lights up with Facial Recognition. Then the system recommends contents that meet their personal preferences.

Core Concept Flow

User Test

Interactive Prototype In Real Car

To understand if the new design is better than the current one, and to improve our design by discovering how the passengers interact and understand it, we designed 6 tasks and invited 10 Passengers to test.

Overall Impression - Positive

New Design vs Current Design

Users highly valued the entertainment-focused new design.

• The new information structure and content display are more efficient than the current one.
• The design logic is very Understandable for all users.

Design Improvement Points

Design Iteration

Example 01 - Short Video

TikTok is a new trendy function that will be integrated into the system. To attract the user’s attention, it is designed in the most conspicuous position of the home screen. There is one main iteration of this function, and the final version is better in line with the user’s habits.

Example 02 - Global Search

In the test, we noticed that many users need a search function to Directly Find the videos or music that they want to watch or listen to. So we added a global search function in the control center.

Remote Control

New Challenge - Inconvenience of continually touching the screen

D-Pad  and Folding Layer

Leverage D-Pad and Gestures, with Custom Control screens for selected apps and functions.

Example Flow: Connections

Example Flow: Adjust Screen Brightness

Validation: User Test with Prototype

Purpose

The final user study was tested in a quantitative style, the main purpose was to collect and analyze user feedback on soft value measurements of the new Passenger User Experience.

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Benefits

Today's infotainment systems offer a lot of stunning features for a great user experience, but can also cost a lot of cognitive effort and create distra ction. This can quickly turn into a frustrating situation. To avoid this, we created - based on new technology - contextual awareness within the UI. It offers necessary features, actions, and information proactively to the user at the right time at level zero while reducing search effort and interaction steps for the customer.

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