General Motors takes a CUE from customers and takes a leap with NPD

    By: Larry Marturano on Nov 15, 2011

    As design consultant and a tech geek, it’s always exciting for me to see practical innovation in action—companies leveraging existing and emerging technologies with their own unique skills and capabilities and doing the “next right thing” for their customers.

    And because I’m a huge believer in the power of design thinking as well as customer-centered design, it’s especially interesting to see practical innovation resulting from a well-executed NPD process incorporating user-centered design.

    For these and a couple of other reasons I’ll get to shortly, I was excited to see General Motors announce their next generation driver experience this month. The “Cadillac User Experience,” or CUE for short, will appear on flagship Cadillac brand products beginning in 2012. With CUE, Cadillac integrates the car’s infotainment systems with a truly modern user interface. Combining touch and haptic feedback, natural language voice interaction, proximity sensing and judicious use of buttons and controls, CUE enriches in-car information, communication, navigation, and entertainment, while at the same time simplifying the interaction and tailoring it to the driving experience.

    CUE is revolutionary in the automobile industry, introducing a number of capabilities for the first time. The 8-inch capacitive touchscreen center stack display features multi-touch and haptic feedback. The display shows a simplified set of icons and information to minimize distraction during normal driving, but when the integrated proximity sensor detects a finger approach it, richer information and controls are automatically shown. The 12-inch LCD cluster display is easily reconfigurable to match your driving style. Media from up to 10 connected devices and drives are aggregated and can be navigated and accessed as one library. The speech interface allows your emails and texts to be read to you—and for you to respond, without ever having to take your eyes off the road.

    It is quite unlike anything yet seen in automotive interfaces—more akin to the iPad than a car. No doubt to underscore this break from the past, GM chose to announce CUE not at an automotive event, but at CTIA, the main wireless telecommunication industry conference.

    The CUE system is not yet in production, so it’s too early to judge market acceptance. But early reviews based on pre-production units has been overwhelmingly positive: “CUE has the potential to be a real game changer” (Motor Trend), “Smartphone and tablet manufacturers should take note—this car manufacturer just showed you how to do car mode” (Android Central), “…it could prove to be a huge improvement over the convoluted control knobs on German and Japanese luxury cars.” (Forbes).

    GM have been quite public about the NPD process they followed in designing CUE. From the press release that accompanied the announcement:

    “CUE development began in 2008 when Cadillac designers rode with 32 consumers for six months to study driver habits. Engineers and designers then used the data to develop CUE.”

    In addition to generating the core design concepts, user research also generated the ideas for some of the underlying technology as well—in a published paper describing the user research, GM notes:

    “The Contextual Design effort described here provided significantly more innovation to our infotainment and telematics systems design than GM’s previous user-centered design methods of relying on the collective experience and wisdom of the designers/engineers and conducting usability tests to incrementally improve a design. This project alone resulted in over 180 new design ideas, from which 33 patent submissions were presented for approval, 8 were approved for patent filing, and 3 had defensive publications written.”

    From a new product development point of view, there is an important point that I think is well illustrated with CUE: significant innovation can and does result from a well-executed, integrated development effort incorporating customer-centered design. A common criticism of user-centered design is that “asking people what they want” simply results in incremental innovation. And I think that is probably true—except, as I’ve posted here before, “listening to your customers” isn’t about asking people what they want. It’s about understanding the intents, behaviors and attitudes of the people who will use your product, and then using your own design and domain expertise to create solutions that support their lives, even if it means restructuring and improving what they do and how they do it. It’s about redesigning products and—in the most elegant and profound designs—redesigning lives. This understanding of how the product under development will actually fit into users lives—as opposed to what features it will be composed of—is one thing I think is missing in the front end of many NPD efforts.

    I’m excited to see an American car maker produce a product like CUE—it’s a significant break from the past in an industry not known for big changes. Are car buyers prepared for a tablet-like experience on their dash? Are they ready to talk to their cars when it’s not yet clear they’re ready to talk to their cellphones? Market share will tell, of course, but it is undeniable that CUE represents different thinking from Detroit, and my bet is that it is indeed the “right next step” for them. Kudos to the GM product planners, engineers, designers and management for trusting a customer-centered NPD process, and for making such a courageous break with the status quo.

    - by Larry Marturano, Director, Chicago Office at InContext Design.
    follow us on Twitter @incontextdesign

    Released: November 15, 2011, 11:15 am
    Keywords: PDMA Blog | General Motors | NPDP


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