When it comes to HMI design in vehicles, the decisions made today will stay with the product for a long time—typically at least four years. Poor choices in HMI don’t just affect production costs or company reputation; they have a direct, long-lasting impact on the customer experience. This is why it’s critical to develop an evidence-based strategy built on the principles of human factors and ergonomics.
This is particularly true for automotive startups, where the success of their first vehicle can determine the future of the entire company. Getting the HMI right from the start isn’t just important—it’s vital to survival.
Take the Lucid Air, launched in 2021, as an example. While innovative, the vehicle's HMI had several notable flaws, seemingly ignoring human-centred design principles:
• Obstructed Instrument Cluster: Large portions of the instrument cluster are blocked by the steering wheel, and this issue worsens when the driver’s hands are on the wheel, further obstructing critical information.
• Steering Wheel Button Reach: The lower row of buttons on the steering wheel is positioned too far for easy thumb reach, making them uncomfortable to operate while driving.
• Low Climate Control Display: The climate control display is positioned too low in the cabin, requiring long glances away from the road to interact with the controls—something that significantly detracts from safety and usability.
Where was the research? Where were the human modelling simulations? Who represented the customer when these decisions were made?
Having worked with world-class designers, I know their natural ability to craft solutions that truly suit the user. More importantly, great designers listen to the evidence. Unfortunately, in some cases, there are designers who don’t even drive but still think they have all the answers.
It seems that Lucid recognised these issues and is working to rectify them in their upcoming Lucid Gravity, set to launch in late 2024 (though I still have some concerns around the steering wheel, instrument cluster, and air vent efficiency). It’s a good example of learning and iterating, but also a reminder of how critical it is to make the right evidence-driven HMI decisions early on, particularly for startups.
When you’re dealing with challenges in powertrain, electrical architecture, or vehicle dynamics, customer-facing attributes often take a back seat. Sometimes it’s easier to cherry-pick testimonials or rely on paid influencers that align with your decisions—I get it. But only when we are truly committed to evidence-based decisions and the principles of human factors and ergonomics can we create an HMI that not only pleases the customer but also helps the company thrive in the long term.