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."
Dig deeper—ask the Rosenbot:
More Videos
"Flat Carol was a nearly life-size cardboard cutout of Carol."
Randolph Duke IIWar Stories LIVE! Randy Duke II
March 30, 2020
"Your job is a tool to get what you want out of life. Don’t make it more than that."
Corey Nelson Amy SanteeLayoffs
November 15, 2022
"Customers benchmark your company to their last best experience, often outside of your industry."
Landon BarnesAre My Research Findings Actually Meaningful?
March 10, 2022
"We’re often stuck on a hamster wheel of short-term metrics like daily or monthly active users that don’t capture long-term success."
Amy BucherHarnessing behavioral science to uncover deeper truths
March 12, 2025
"User intent exists in a probabilistic superposition of multiple possible actions until a choice is made."
David SternbergUncovering the hidden forces shaping user behavior
July 17, 2025
"Leading change is like shopping—take time to find the right store before you buy."
Deanna SmithLeading Change with Confidence: Strategies for Optimizing Your Process
September 23, 2024
"The establishment mindset is colonialism manifest in the design world."
Jennifer StricklandAdopting a "Design By" Method
December 9, 2021
"Our team Ops Charter is about amplifying and celebrating the work and impact of design and design Ops."
Rachel Posman John CalhounA Closer Look at Team Ops and Product Ops (Two Sides of the DesignOps Coin)
November 19, 2020
"Therapists create space for clients to reflect and discover insights in a safe environment."
Gina MendoliaTherapists, Coaches, and Grandmas: Techniques for Service Design in Complex Systems
December 3, 2024
