In today’s automotive landscape, understanding and anticipating end-users’ needs has never been more critical. My presentation will focus on the importance of customer obsession and the role of rigorous user studies in accurately defining what users truly want from their in-car infotainment systems. By placing the customer at the heart of design, OEMs can create interfaces that resonate more deeply with users, enhancing both satisfaction and usability. I will also emphasize that OEMs should prioritize developing advanced automotive features – such as parking assistance and driver assistance systems – that leverage their unique expertise and resources, rather than focusing on replicating third-party applications within the HMI. As automotive-grade hardware continues to evolve through high-performance computing and software-defined vehicle architectures, we see new possibilities emerging for 3D infotainment systems that enhance user experience in unique and powerful ways.

Key topics you will hear about:

• Customer-Centric Design Philosophy: Leveraging customer feedback throughout development and emphasizing user needs to shape intuitive in-car infotainment systems
• OEMs’ Core Strengths in Feature Development: Why OEMs should focus on automotive-specific features over generic applications
• 3D Infotainment Systems Gaining Momentum: Trends and drivers behind the adoption of 3D interfaces in the automotive industry