Problem

Distracted driving is one of the leading causes of traffic accident fatalities, but the conversation has shifted in this technologically driven age. The problem is no longer just about phones in hands. It’s the interface built into dashboards.

3,275 deaths were caused by distracted driving in 2023, according to the National Highway Traffic Safety Administration (NHTSA). In a 2018 study by Lingyu Zhao and Yuankai He, 90% of distraction crashes involved in-vehicle UI. A PwC 2018 study found that smartphone voice assistants have a low satisfaction rate, with only 38% of people reporting “very satisfied.”

Current UI implementations prioritize feature richness and brand differentiation over the cognitive reality of someone traveling at 65mph. The result is a driving experience that is more stressful, more dangerous, and less human than it should be.

Primary Research Affinity Mapping Overview

Key insights were derived from notes taken during the 10 one-on-one interviews and organized into 10 separate themed clusters:

1. Connection and Technical Issues

   • Users expected an instant Apple CarPlay connection and experienced Bluetooth failures and dropped connections.

2. Voice Assistant/Siri Frustrations

   • Voice commands were misheard several times by Siri and failed frequently for navigation, music, contacts, etc.

3. Layout and UI Design Issues

   • Sidebar and split-screen layouts in Apple CarPlay were occasionally frustrating to users when using navigation and digital media.

4. Navigation Limitations

   • Navigation routes were often incorrect using Apple Maps, and would often times have trouble connecting to their device.

5. Media Control Challenges

   • Users spent too much time flipping back and forth between applications and were unclear about how to navigate certain UI buttons.

6. Safety and Distraction Concerns

   • Overcorrection with texting, media controls, or navigation in Apple CarPlay almost caused several users to rear-end other drivers or have other related accidents.

7. Positive Feedback

   • When Apple CarPlay worked, users loved it, but when issues happened, frustration increased.

8. User Habits/Behavior

   • Daily driving habits of users, such as using their phone to navigate Spotify, connecting their device, etc.

9. Messaging and Communication Pain Points

   • Users thought the text app on Apple CarPlay was ineffective due to having to use Siri as the main driver to text and hear text messages, which they were already having trouble with.

10. Desired Features and Improvements

    • Users preferred that the connection be seamless between their device and Apple CarPlay, and wanted other minor personalization features.

Secondary Research (click here to view)

Secondary research covered 21 published sources across distracted driving statistics, CarPlay vs. Android Auto, NHTSA guidelines, human-centered design principles, existing solutions, and more. Findings were affinitized into 6 different affinitization clusters with key insights. The ones listed are a few of many.

Secondary Research Affinity Mapping Overview

• Distracted Driving

  • 3,275 people died in distracted driving crashes in 2023

  • Over 90% of distraction crashes involve in-vehicle UI, not cellphones

• Voice Assistant Issues

  • Voice systems only respond correctly 60–70% of the time

  • Background noise, unique names, and mispronunciations cause frequent failures

• Apple CarPlay vs Android Auto

  • 32% of EV buyers and 30% of global ICE buyers insist on CarPlay or Android Auto

  • Android Auto lost 2% market share YoY; navigation and commands break for no reason

• Regulations and Guidelines

  • NHTSA recommends single glances ≤2 sec; total glance time ≤12 sec per task

  • 26,000 crashes (35% of distraction-related) involved a driver adjusting a device

• Best Human-Centered Design Practices

  • Individual glances at displays should not exceed 2 seconds

  • Show only what matters, when it matters, minimize cognitive overload

• Potential Solutions

  • AI voice training with profiles could be possible, based on Apple’s Face ID technology

  • Precise location toggle makes Apple Maps more precise and accurate to your location

Ideation (click here to view)

Ideation began by looking at some already existing solutions through thoughts and online troubleshooting.

Methods:

• Identifying Existing Solutions

• Sketching and Crazy 8’s Method

• Impact/Feasibility Mapping

Final Solution: 

• AI voice training profiles, an integrated phone docking station, and a precise location toggle.

Solution Statements/Explanation:

• Similar to Face ID, users can train Siri to recognize the unique phonetics of their voice. This allows for more accurate voice commands while driving, even in noisy environments, by filtering out background interference and adapting to individual speech patterns. 

• To improve reliability and ease of use, the system also includes a built-in docking station with a retractable Lightning/USB-C connector. This ensures the phone is always positioned optimally for visibility, charging, and consistent connectivity without added friction. 

• Finally, if precise location services are turned off, the system will prompt the user to enable them once the phone is docked. This helps prevent navigation errors, unnecessary rerouting, and overall reduces friction during time-sensitive driving situations.

User Journey Map

Designed by Aidan McNeely