Volkswagen — Designing an Automobile Experience for Single Parents

Sponsored Studio Project with Volkswagen North America.
Project Goals
Volkswagen taps College for Creative Studies for a sponsored studio. Our team is given the prompt to design a vehicle and rider experience for single parents of low income.
My Role
We worked in teams of threes. As the UX/UI designer, I collaborated with two other transportation designers to design an accessible and seamless rider experience.
Timeline
Role
Delivery
08/2024 - 12/2024
UX Research
Infotainment System
UX/UI Design
UX Framework

Process

In looking to explore how ridership experience can be more inclusive, Volkswagen assigned us with creating a rider experience for single parents of low income. We used this as our foundation.

Research

The Numbers

First we looked at the numbers to understand the market, spotting our user pain points and early insights.
Then we conducted 3 interviews with 3 single parents, each from a different socio-economic background. Questions were raised around mobility, multi-tasking, external help and functional car designs.
Single mom during her 30s, office job, single parent
Single mom during her 40s, executive,  joint-custody
Single mom during her 20s, multiple jobs, joint-custody

In one of the interviews, a parent said this, and it set the tone for us all:

Every parent is a single parent sometimes.
The questions soon reveal themselves. How can we...
Encourage family interaction and play inside the vehicle?
Place the well-being of the children front-and center without putting parents in the backseat?
Create an accessible vehicle for single parents without sacrificing style?

Design & Iteration

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