Lextant Automotive Panel: The C.A.S.E. For Future Mobility

Amid a host of social, cultural, and environmental challenges, new technologies promise radical changes and powerful benefits for our future mobility. This panel of automotive industry experts will provide insight into the opportunities and barriers that face an industry in transformation, and the role of user experience on adoption and success of new electric, autonomous and connected solutions, including:

  • The expanding definition of mobility as connected and smart
  • Establishing trust with new autonomous technologies
  • The shift to an electric future

Our panelists:

  • Kristin Kolodge, Executive Director, J.D. Power
  • Rob Moser,Global Head of Product and Experience, Autonomous Vehicles, Ford Motor Company
  • Chris Rockwell, Founder & CEO, Lextant
  • Brett Roubinek, President & CEO, Transportation Research Center, Inc.

Our moderator:

  • Mark Palmer, Chief Operating Officer and Head of Human-Centered Design, Lextant

Date & Time:  Wednesday, September 30, 2020 at 1 p.m. EDT

Register Here:  Lextant Automotive Panel

Don’t let today’s circumstances slow you down.

Since our beginning over 20 years ago, we have pioneered innovative approaches to conduct global, remote user research to model, define, and measure desired experiences. Today, we can stream that research directly to you wherever you are.

Mobile Moments™

Our Mobile Moments™ process allows people to capture and journal their experiences over time giving you the definitive moments in their lives and the context in which these moments happen. It’s a great approach for use cases and jobs to be done.

Prime. Dream. Create. ™

Prime. Dream. Create.™ is our proprietary Qualtrics module that uses projective techniques understand desired experiences and co-create the ideal future solution.

Remote Insight Translation™

Remote Insight Translation™ workshops leverage online tools such as Stormboard and Mural to align dispersed teams around what people want and how they want it delivered.


Our Global Stream™ technology uses a multiplex video capture (multiple camera views) of interactions with your product or service concepts and streams these directly to you in real time.


Lextant’s patented Experience Metrics™ process features forward thinking methods and protocols that help brands measure what matters most to customers.  Concrete results provide a secret weapon for companies to get ahead and stay ahead.


Our Drive-Through Testing™ collects customers’ experiences with products or services from the safety of their own vehicle.

We know that while the circumstances may have changed, your goals to deliver better customer experiences to market have not. Lextant is at the ready to help you make smart choices, sharpen decisions, and eliminate guesswork so you can move forward faster.

If you’re looking for new ways to keep your business moving right now or are just interested in learning more about remote experience-driven design approaches, we want to hear from you.


Measure What Really Matters

The perfect customer experience is the holy grail for development teams. But the very nature of the word “experience” can seem woolly, subjective and intangible.  Current market research methods that focus on customer satisfaction surveys are not providing the clarity to move the needle.

Experience Metrics™ is a patented experience measurement solution that balances creativity with rigor.  It brings clarity and control to experience design. We built it, we own it, we do it every day. No one else has it. Experience Metrics™ offers:

Forward-thinking processes for defining ideal experiences.

Experience Metrics frees teams to see beyond the limitations by the category and design instead toward a desired ideal. And because an ideal persists, they can pursue their experiential goals iteratively and year-over-year, moving beyond incremental growth and toward disruptive change.

Concrete resources that translate ideal experiences into actionable details.

Experience Metrics capture ideal experience attributes in concrete visual and verbal tools so that extended teams can work against a single, unifying model. Measurable details become manageable details, minimizing guesswork.

Proven protocols that bring confidence to customer experience initiatives.

Experience Metrics reduce the risk of NPD initiatives, sharpen decisions about how to refresh existing offers, and provide a nuanced way to understand competitive offers. More importantly, it has the power to identify the white spaces where emergent needs may reveal game-changing opportunities.

Autonomous Interiors: What Will the Future Look Like?

What is the key to success with autonomous interiors?

When we think about autonomous interiors, it is very easy to focus on the technology.

Our belief is that the human experience – not technology – will determine the future.  So, if you want to create experiences that are truly transformative, you need to go beyond the technology—to the psychology.

What does the ideal driver and passenger experience feel like? What does the interior need to look like to make people feel this way? What product features and attributes will help create the desired experience? What are the design cues that can help?

The best interiors will be those that have thought through these questions to create experiences that let the driver enjoy the ride and allow the full promise of autonomous vehicles to be realized.

What new activities will the autonomous interior offer?

Technological advances in deep learning, connective services, voice, virtual reality and surface technology are all coming together to supercharge what is possible in autonomous vehicles.

At Lextant, we see these advances through the lens of consumer behavior and desire—the interior of the future needs to be about psychology as much as technology. The goal is for the experience as a whole to not only meet needs but to anticipate them… inspiring connection, collaboration and relaxation.

For example, energized glass coupled with augmented reality opens up new opportunities for connection. Imagine the wind screen becoming a window to the world.  Drive through a new city, see where relevant services are located, get information on history and culture, and then use virtual reality services to tour the sites en route.

We also see interiors facilitating connections with family, friends and networks. As the technology moves off a single screen, you won’t need apps on your phone, the capabilities move with you. Just use voice to pull up information on the glass.

There will be new collaborative opportunities too.  Rather than having to plug in and open up, multimodal surfaces will allow you to pull out a table that can serve as a screen or a video conferencing station or simply as a counter to work on. That is empowering.

And, the same configurable surfaces that facilitate productivity can also be used to tune the world out. Users will be able to control acoustics and lighting and to set moods so they can truly switch off.

And then, there will be the moment when drivers just want to drive. The autonomous interior, particularly in cars for personal use, will need to cater to the desire for freedom and empowerment that have always been at the heart of the driving experience.

What novel “transitional” technologies (fold-away steering wheels, moveable seating, interactive windshields/windows etc.) will debut first?

The move to full automation will not happen overnight. The National Highway Traffic Safety Administration has defined six levels of automation. Up to at least level three, there are still times when the driver needs to be able to take control—for example, in unplanned turn-taking or more complex or emergency situations.

As drivers move across levels of automation, it is more difficult for occupants to know their roles in the experience – What do I need to be responsible for? What can the automation at each level do? What can I interact with and when? In what situations can I use certain features?

For example, if a steering wheel is present in a fully autonomous mode, can I interact with it? The key to successful experiences is to establish trust and ease of use by removing any ambiguity or unpredictability from the experience through effective design. For example, steering wheels can fold away during high levels of autonomation to make it clear that the vehicle is in control. Audi has demonstrated this type of concept allowing the occupants to “take up” the steering wheel when needed or desired in a clear signaling of control.

Another example is GM’s Super Cruise technology that uses infrared to monitor the driver’s facial focus. It then signals when the driver needs to re-engage.

Continued investment in experiences and technologies that can promote trust is critical.

Helping New Consumers Make Healthy Choices


Conagra saw an opportunity to attract a new generation of consumers to their Healthy Choice brand.  They reached out to Lextant to redefine and gain concrete tips on how to make the Healthy Choice brand relevant to new consumers and how to expand consumption occasions.


Lextant used customer segmentation data to define an ideal healthy food experience and identify opportunities for the Healthy Choice brand to expand meals to include new recipes and different times of day. Additionally, the data helped determine factors to increase brand appeal among the hard-to-reach millennials demographic.


  • Lextant research helped Conagra develop new lines and recipes, including the nutrient dense, protein-packed Power Bowls and breakfast options.
  • Insights from Lextant consumer information resulted in a 30% growth in all Healthy Choice segments.
  • New recipes and positioning helped drive an 18% increase in usage by millennials—a group that typically rejects frozen foods and is traditionally hard to reach.

Lextant is proud to help Conagra drive innovation through the lens of the consumer. To learn more about Conagra’s innovation approach, click here.