The UX or User Experience for the driver of today’s cars is a very important aspect that interior designers pay a lot of attention to. Not only does it make a difference to motoring pleasure but also has major influence on safety. With the rapid increase in electronic systems and graphic displays, the UX must be as efficient as possible and also intuitive so that it makes life easier, rather than confusing.
When BMW introduced the iDrive system some 20 years ago, it gave the driver a new way to manage what would come to be called the infotainment system on a display panel in the middle of the dashboard. Instead of having an array of switches and buttons on the dashboard to operate various functions, there was a rotary controller which worked somewhat like a computer mouse.
Regardless of whether we continue to be in control driving cars or a computer does the driving, the interior of a car will remain an important aspect of car design. In fact, as autonomous motoring grows, the driver may spend less time at the steering wheel and more time with the other occupants. In this case, the cabin layout may have to change to be more suitable.
The Renndienst study
At Porsche’s Weissach Development Centre in Germany, designing interiors is just as important as exteriors and for interiors, the User Experience (UX) is a vital part of the brand experience. In the book Porsche Unseen, the sportscar manufacturer recently published fifteen previously secret design studies. Among them is the Renndienst study. The 6-person van concept is reminiscent of the Volkswagen racing service van that once served the factory racing team as a service vehicle. On the outside, it’s futuristic and edgeless but on the inside, it’s a modular travel cabin.
For the Renndienst study, the designers at Style Porsche journeyed far into the future of mobility. They considered design visions for the day after tomorrow in order to derive steps for tomorrow. They asked themselves how far they can expand Porsche’s design language and to which products it could be applied.
“We thought about how we could still give a distinctly Porsche flair to a passenger compartment that is so far removed from the classic sports-car interior. And how autonomous driving could be designed, but we don’t assume that our customers want to give up using a steering wheel,” chief designer Michael Mauer explained. “In order to be able to think freely about the future, boundaries must be crossed when carrying out these ‘finger exercises’. This is how the central driver position of the Renndienst came about.”
“When I want to drive, I have more cockpit feeling than in any other car. And when I don’t, the driver’s seat can be rotated 180 degrees—with one swivel, it turns to face the other passengers. We worked on materializing these basic ideas for about a year,” he elaborated further on the study.
Looking at next overall innovation
The overall UX, when it comes to interior design, is dedicated to the digital lifestyle and the relationship between driver, passengers, and vehicle. “In the Taycan, we have shown how much we think ahead,” said Ivo van Hulten, Director of UX Design. “So we were looking at a possible next overall innovation. For this, we thought and worked from the inside out.”
The side windows are designed asymmetrically. “One side is closed; passengers can retreat there,” explained Markus Auerbach, Head of Interior Design. “The other side enjoys a large window bank for an unobstructed view outside. When we close the doors, the interior feels like a protective capsule.”
A feeling of security and comfort dominates the modular interior. The passengers in the first row sit offset to the right and left in ergonomically shaped bucket seats. They can enjoy an unobstructed view of the road ahead and of their own dashboard screens. The rear seat headrests are installed in a floating position, which allows a clear view through the rear window. The luxury of adaptable space is made possible by the powertrain which is fully electric and hidden in the underbody.
UX as a success factor
The customers of the future will be the smartphone generation. “In the past, the hunger for something new was satisfied with the purchase of the product. Today, many young people are no longer just fascinated by the aesthetics of a product, but by the opportunities it offers them,” said van Hulten.
The aesthetics of the interior therefore depend on many more factors than just shapes and materials. “The questions are: Is the interior modular enough to adapt to changing circumstances even a few years after purchase? Will I be able to run updates remotely and around the clock?” Van Hulten is confident of finding answers in the form of a new aesthetic.
“A digital journey can open a gateway to a universe for us, but it can never replace the physical experience. A car is a space that moves whether I’m driving it myself or not. The seats in this van have been designed for movement; they hold and support the body,” added Auerbach.
“The bench seat allows a different sitting angle due to its curved sides—we can turn towards each other. It is a particularly communicative area that invites relaxation, offering alternative seating positions for talking, working, and relaxing,” he explained.
The visions on which the specialist departments work together are complex because they design spaces where people sit. “Cars with an unsatisfactory interior do not survive for long – because no emotional connection can be built with them,” Auerbach noted.
Inspired by ‘Knight Rider’
In the next step, van Hulten wants the Renndienst to gain a soul. He remembers the American TV series Knight Rider, which he enjoyed watching as a child. “K.I.T.T., the talking car, fascinated me. The strong team of the protagonist and his vehicle really captured my imagination. I connected with the car because it had a soul,” he said.
Referring to the study, he asks the question: “What kind of daily interactions do we plan – in 30 years, will we call our car and then it will come around and pick us up?” From this grand vision of the day after tomorrow, the design team is now moving backwards in time to get the specific answer for tomorrow.
The materials of the future under consideration include renewable resources such as wood, reinterpreted and combined with metals or sustainable plastics. Wood was once banished from vehicles but could soon make a comeback. Auerbach also relies on what are known as ‘smart materials’ which can do something special—for example, such materials can respond to external factors and light up without being directly illuminated. Or materials that repeatedly change their shapes to perfectly fit the ergonomics of the occupants.
The designers constantly keep their minds fresh with the ‘first principle thinking’ method. In doing so, they move away from familiar analogies and break hypotheses down into their smallest components. They focus not on familiar forms but on functions that might be of interest in the future. They ask themselves what a Porsche could be—and what it could not be. This process provides answers to questions that no one has asked before.
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Some of the most secret areas in a car company are those where future products are planned and new technologies developed. These are the R&D facilities where, in some cases, even the employees are subjected to security checks every day. At one company, they are allowed to bring in handphones but these must be very old models that have no cameras and recording capability.
So it’s a surprise move that Maserati has opened the doors of its Innovation Lab which is usually off-limits. Of course, this look inside the Innovation Lab is not going to be on the list of tourist tours in Modena!
The brand’s engineering hub, inaugurated in September 2015 and located in Modena, Italy, has the fundamental role of driving research technology, development and planning. At this facility, the digital processes support the product development, applying the exclusive Maserati formula which, by means of an integrated approach, prioritizes the human factor right from the initial phases. Concern with customer needs has been scrupulously incorporated into the virtual simulation process thanks to an exclusive mix of hardware and software.
The Product Development hub (or Technical Department) employs more than 1,500 technicians (including those at other locations in Italy). The majority are engineers of some 17 different nationalities and it is a very young and dynamic workforce with an average age of around 37 years. Almost half of the employees are under 35 and 20% are under 30. The organization has grown considerably in recent years, attracting top graduates from the best Italian universities, including those that collaborate with Maserati.
Static Simulator
The Static Simulator is the starting point for every experience in the Maserati realm of simulation. The system is composed of a cockpit, three projectors and high computational power. It is a simple system that helps engineers, from the very initial phase of the development process, obtain immediate feedback from the driver, and makes a major contribution to new model validation.
In particular, Maserati engineering ensures a driver-centred strategy even during virtual development, by creating a link between the Hardware In the Loop (HiL) methodology and the simulator. Using this approach, real subsystems such as steering and braking, ABS and ESC can be added in, to create tests that connect physical and simulated components to provide a test-bed for developing all the characteristics of a new vehicle.
Last, but not least, driver assist systems can be developed, trialled and validated in a safe environment by reproducing the complex scenarios which may arise anywhere in the world.
DiM (Driver-in-Motion) technology
The Dynamic Simulator featuring latest generation DiM (Driver-in-Motion) technology is the most modern and advanced found in Europe. It is extremely valuable in the development of all the new models. The Dynamic Simulator incorporates state-of-the-art technology and enables full exploitation of systems’ integration thanks to the evolution of proprietary control strategies, cutting development times and costs. It also helps to reduce the number of prototypes and ensures that the Virtual Sign-Off is very close to the final product.
With various directions of movement, this tool generates an effective driving experience in a virtual environment that emulates the driving dynamics of a car in the real world. Numerous environments can be programme with a wide variety of road surfaces or contexts, including the world’s top international racing circuits. The simulator makes it possible to test cars on various racetracks on the same day. Modifications to the vehicle can be made with a few simple clicks and this greatly simplifies the analysis of the data gathered.
The majority of simulators utilize six actuators in order to offer six “degrees of freedom”. The innovative dynamic simulator used at the Innovation Lab takes full advantage of 9 actuators, thanks to which it can utilize 3 degrees of freedom with the lower platform and 6 with the upper one. In this way, it can offer in total 9 degrees of freedom to accurately reproduce the driving characteristics of a car. All of this enables the engineers to precisely analyse the dynamics of the car, in addition to driving performance and comfort, all on the same moving platform.
Another particularly interesting characteristic is a very thin cushion of air which makes the entire platform float over the pavement, enabling dynamic, silent and continuous movement thanks to the electric actuators.
The Dynamic Simulator featuring latest generation DiM (Driver-in-Motion) technology offers tried and tested technology that makes it possible to achieve a 50% reduction in time-to-market for new cars, to carry out 90% of all development on the simulator and to reduce by 40% the use of physical prototypes.
Using the simulator makes it possible to study and emulate the electrified vehicles included in Maserati’s future plans even before physical tests become possible. Thus, the new opportunities offered by this different propulsion method can be analysed and explored in ways that keep the Maserati DNA absolutely intact.
The User eXperience development labs
These labs are fundamental in the design of the human-machine interfaces, one of the major challenges of the latest Maserati development projects. The rapid evolution of connectivity and the use of driver assist systems, combined with electrification, generate a vast number of scenarios for multisensorial interaction with the vehicle.
The Maserati driver simulator hub includes a lab dedicated to vehicle ergonomics, enabling accurate reproduction of driving posture, visibility and interactions with the on-board controls and displays, and where the vehicle under development can be driven in any scenario with the utmost realism.
The skylight simulator, for example, is designed to reproduce lighting conditions at all times of day, at any point in the year and at any latitude. Here there is an in-depth focus on reflection problems, to avoid disturbance at the wheel while still providing solutions with attractive shapes, materials, finishes and colours.
