I worked as part of a multidisciplinary team that consisted of a copywriter, art director and experience designer. While I was at VCU Brandcenter, we were asked to build trust with an emerging technology so we focused on autonomous vehicles during the transition period before mass adoption.
Our final deliverables were a campaign and a minimum viable product that helps pedestrians feel recognized and understood. I was responsible for market research, prototyping, user testing and visual storytelling.
Research, Prototyping, User Testing, Interaction Design, 3D Design
Zach Vono, Mitchel Moss, Collin Oshea
After user interviews and researching factors in pedestrian decision making, I constructed an empathy map to create a shared understanding of what pedestrians experience at crosswalks and intersections. I was able to identify the user needs based off of the most frequent patterns within the data.
I prototyped two versions of the ICS in After Effects and tested them in a survey by animating an existing image of a Waymo vehicle at an intersection. The first set used only color while the second set used color and symbols.
Autonomous vehicles are unconventional. They need to build trust through incremental change. Communicating in a familiar language will help eliminate ambiguity and prevent deadlock at crosswalks and intersections.