As the automotive industry advances towards more sophisticated infotainment systems, it reaches a point where ambition often overshadows practicality.
Digital maximalism
Designers strive to achieve a visually uncluttered dashboard (often at the expense of usability). Yet, they flood the digital interface with unnecessary complexity, in contrast with their minimalist aesthetic goals. This highlights a profound misunderstanding of user needs, and adds needless software complexity. The software failures observed from leading manufacturers such as VW and GM serve as a testament to the pitfalls of this excess. The new Audi Q6 e-tron, featuring an array of 39 individual apps (with an online store for more), epitomises this drive towards perceived technological innovation. Such complexity ultimately detracts from the user experience, a reminder that more is not always better (see my Carplay post).
User Experience
J.D. Power indicated that roughly one-third of consumers shy away from using advanced built-in applications due to their complexity, with "difficult to use" being the most reported issue in 2020, underscoring the need for streamlined interfaces. Additionally, the 2023 U.S. IQS study notes an increase in infotainment problems, together with controls and displays. The essence of good design—particularly in an environment as dynamic and potentially hazardous as driving— should lie in its ability to disappear, allowing the driver to focus on the road rather than the screen.
Driver Distraction
A direct consequence of overly complex infotainment systems is driver distraction. An analysis by NHTSA underscores a troubling trend: distraction-related fatalities rose by 12% from 3,154 in 2020 to 3,522 in 2021 (latest data show some stabilisation, yet the concern remains). This spike in fatalities highlights the pressing need to address the complexities of current infotainment systems. Manufacturers must realign their design strategies with the principles of human factors and ergonomics, ensuring that advancements in technology enhance rather than impede drivers.
Automotive Startups
Automotive startups, indispensable and full of innovation, encounter distinct challenges in marrying feature-rich infotainment systems with user-centred design. Unlike their established counterparts, startups have little margin for error. For OEMs, software complexity and customer complaints may result in revenue loss and leadership changes; for startups, they pose existential threats.
Embracing simplicity
We need balance between innovation and practicality. Embracing simplicity, focusing on ergonomic principles, and adhering to a user-first design philosophy will ensure that technology serves as a facilitator of safe and enjoyable driving, rather than an impediment. This is where the art of curation becomes crucial in technology design, saying no to the unnecessary, and focusing on what truly enhances the driving experience.