This is TCL OnRoad, a mobile Android application which blends navigation, parking, communication, audio, and voice interaction all into a single space in order to support and ease a driver's experience behind the wheel.
Founded in 1981, TCL is a Chinese electronics company that designs, develops, and manufactures TVs, mobile phones, and large and small electrical appliances.
As a handset manufacturer, they’ve extended beyond operating systems for their electronics into mobile applications for their phones. TCL launched a restaurant reservation app, which simplified the process of discovering, reserving, and communicating a reservation amongst a group of users. The standout feature of this application was the voice assistant, and TCL wanted to extend their perceived voice assistance success into the US market, this time in a driving assistance app.
- Ixonos: 1 Interaction Lead, 1 Visual Lead, 2 Interaction Designers, 1 Researcher, 1 User Tester, 1 Project Manager
- TCL: 1 Product Owner, 1 Product Lead, 2 Product Managers, 1 Lead Engineer, and an engineering team in China
Lead UI design, prototyping, competitive analysis, stakeholder presentations, user testing feedback collection, interaction collaboration and design reviews
How we worked
- Process: weekly agile sprints with user testing
- Communication: Basecamp, Slack, InVision, weekly onsite meetings
- Successful installs: 500k / 6 months
- Active users: 100k per month
In order to better understand the user and business problems, we used a couple information collection tools.
Competitive analysis defined many best practices by Google, Apple, and Tesla along with smaller players Audio, Communications, and Navigation apps across mobile.
We used SurveyMonkey to collect user feedback on driving habits, needs, pain points, and driving assistance focused products, which we merged with client marketing data.
- Consistent use of navigation but not for all types of driving
- Most people listen to music, podcasts, the radio while driving
- Many people tried not to text or call while behind the wheel
Looking at the problem
As we evaluated the research findings, we started identifying our key problems to solve.
Problems: Safety, Feature Interactivity, and Voice Interaction
Interacting with your phone is unsafe: multi-tasking app eases cognitive load but interacting with it increases it – When can parallel processing paths ease user experience?
Merging streams gets noisy: example - hearing navigation instructions through audio
Voice interactions can be unintuitive, lack context, or never be used
Results & takeaways
Missing strategy, great team
My team was amazing: supportive, smart, diligent, empowered
No go-to market strategy created lack of focus