Lextant was challenged to establish and prioritize the drivers of value and to uncover how an ideal Luxury HMI should look, act and feel, to give the brand clear and specific direction on the design details that would matter most to target buyers and to align internal teams around the consumer definition of value to speed up the development process.
Lextant deployed in-depth interviews in which visual and verbal triggers were used to create personalized illustrations of the ideal information and controls experience luxury consumers would want to see in the future, and synthesized the results to create a model of key drivers of the Luxury HMI experience.
With the highly-valued dimensions of the ideal Luxury HMI experience revealed and given dimension and texture, Lextant activated its proprietary Experience Metrics system to:
Lextant’s Ideal Luxury HMI Experience Model and Experience Metrics analysis provided the brand’s designers and engineers with a clear, concrete vision to elevate its HMI design. The result has been an award-winning HMI experience forward-focused consumer insights that are guiding iterative work, bringing focus to its teams, speeding development and maximizing its research investment.