Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s of community videos are available to free members. Conference talks are generally available to Gold members.
Summary
In this session with James Rampton, dive into the automotive UX industry, the types of screens that go into cars, and the impact that tech companies like Apple and Google have had on the industry with products like Apple CarPlay and Android Auto. Discover the role phones play in shaping the strategy for companies designing software-defined vehicles. Learn what to call that screen in front of you while you're driving and why car companies struggle to make good experiences. Plus, James speculates why Apple gave up making a car and guesses what future experiences will look like for both everyday drivers and those who can afford to have the car drive itself.
Key Insights
-
•
The automotive industry is shifting from mechanical to digital-centered UX, with phones playing a central role in the vehicle ecosystem.
-
•
Over-the-air (OTA) updates enable cars to evolve after purchase, improving features and user interfaces remotely.
-
•
Rivian and Volkswagen are investing heavily in software-defined vehicles, designing car architecture around sensors and computing first.
-
•
There is a balance tension between maintaining traditional hard controls and moving fully digital for durability and accessibility.
-
•
Apple CarPlay and Android Auto project the phone OS into the car but limit automakers’ access to user data and control of vehicle functions.
-
•
Some automakers, like GM and Rivian, are reducing or eliminating support for projection systems to own the software experience and data.
-
•
User expectations from smartphones heavily influence automotive UX design, including large touch targets and personalization.
-
•
Teaching design systems and benchmarking in automotive UX helps designers align across hardware, software, and brand communications.
-
•
Cybersecurity in connected cars is an emerging concern, but currently remote car hijacking remains difficult and rare.
-
•
Automotive UX research involves driving simulators, human factors studies, and collaboration between automakers and universities.
Notable Quotes
"The phone itself is almost the center of the automotive ecosystem on the way to work."
"Rivian told Volkswagen, You tell us how to make a software-based vehicle; we’ll build the frame around the computer system and sensors."
"Each hard control button in a car costs between 50 cents and 10 dollars, which adds up to millions in manufacturing costs."
"Astronauts hated digital controls; they wanted durable, glove-friendly hard buttons for the lunar rover."
"Tesla had 150 million lines of code in 2019 and is now replacing hundreds of thousands of lines with AI to improve self-driving features."
"Car owners actually keep their cars longer now because they get new features and UI updates over the years remotely."
"When you project Apple CarPlay, you are basically sending the device from your phone into the car, detaching from the native OS."
"Rivian never allowed Apple CarPlay or Android Auto because they want to own the experience and data."
"If you’re concerned about cybersecurity, buy a used car with fewer electronic features or one that has a strong reliability score."
"Don’t forget cars are fun—get behind the wheel and enjoy a road trip once in a while; UX is meant to enhance that experience."
Or choose a question:
More Videos
"The six-month calibration cycle in tech gamifies performance but discourages a long-term vision for career longevity."
Chelsey GlassonExit Interview #3: Same as It Ever Was: What Leaving Tech Taught Me About Change
December 17, 2025
"AI tells you what you want to hear, which is dangerous if you’re making product decisions based on synthetic feedback."
Laura KleinHuman vs. machine: Testing AI’s ability to synthesize and analyze research
March 11, 2026
"Dark patterns are not new in UX, but AI amplifies their impact by deceiving users in new ways."
Dr. Jamika D. BurgeBroad Strokes: Connecting Design, Research, and AI to the World Around Us
June 7, 2023
"Authentic leaders tell you why you are here before telling you what to do or how to do it."
Iram ShahClosing Keynote: The View from the Top
June 4, 2019
"Designers can help by asking how today’s policies and choices will impact people and environment decades from now."
Alicia D. JohnsonDisasters and the 21st Century
December 10, 2021
"The era of 100-page reports is ending because we simply can’t produce them fast enough at scale."
Lija Hogan Milan Mijatovic Sam Proulx Louis RosenfeldThree Years Out: Perspectives on the Near-Term Future of User Research
March 15, 2024
"The Ministry of Culture will be the only government office totally open for public use."
Sofía Delsordo Kassim VeraPublic Policy for Jalisco's Designers to Make Design Matter
December 8, 2021
"If you do enough research, you might find 20% of your users are edge cases, so maybe you’re not building for the right people."
Ron BronsonDesign, Consequences & Everyday Life
November 18, 2022
"Marketing and strategy are part of design – that’s the nature of design thinking."
Richard BuchananCreativity and Principles in the Flourishing Enterprise
June 15, 2018
