the Future of
Driverless Vehicles

Spring 2018

Last Spring, Max Plummer, Adella Guo and I worked with our client, Fiat Chrysler Automobiles (FCA) to realize a future of autonomous vehicle.

Through four months of research, discussion, and creation, we illustrated a world in which autonomous technology afforded FCA a new opportunity for a temporary ownership service. Our pitch is a service built to enhance the shared mobility while simultaneously adapting FCA to the dynamic and ephemeral ownership model of the future.
As a Product and Experience Designer, I was responsible for creating the user flowcharts, the seamless experience and interfaces across different products. I additionally collaborated with my team on all areas of the research.


How do we prepare for new ownership values in a future of autonomous transportation experiences?

Design Opportunity:

Rethinking car ownership through a platform to lease brand vehicles with autonomous features for an allotted amount of time based on occasion.


The values behind car ownership are changing with Millennial preferences and future generations, and autonomous technology will be a catalyst to accelerate these changes.

FCA Travel 2030

A Brand lease system that empowers the individual customer to decide what type of vehicle, amenities, and service they need depending on the context of their trip.

A System for Scheduling Autonomous Vehicles

How would family members stay connected in a moving system?

User Persona

Our personas were Avi, Tom, Danny and Lena, each of them being a family member in the Watson family. We wanted to focus on families because during our workshops and interviews, the majority of them talked about the memories they had with their families inside the car.

Research and Design Process

 watch in HD!

Reframing Car Ownership

The semester began with exploratory secondary research and developed to primary research methods as we established a focus. Using workshops and interviews, we gauged millennial values and cross referenced these findings against broader data to form an in-depth understanding of how the young community views ownership of automobiles.

Initial Questions

and STEEP Forces

Social: What is a car to people? How will people be working and playing in the next generation? How will their lifestyles, behaviors, and interactions change as technology and future advances affect planning, infrastructure, and everyday living?

Technology: What autonomous technology features do people trust? 

Environmental: How will urban, suburban, and rural areas be affected by autonomous systems? Can cities become smarter and greener because of changes to transportation systems?

Economic: How could our economy be different if transportation becomes more about ride sharing than individual car ownership?

Political: What laws need to be passed to enable autonomous vehicles? How will car insurance and safety protocols work in the future?

Explorative and
Generative Research:


We designed a survey and had people draw what they wanted inside their autonomous vehicle. We had 43 responses. Through the survey results, we learned that there are two types of perspectives on cars:

1. Those who are preserving old values in car ownership:

  • Individual ownership and control
  • Freedom
  • Privacy

2.Those who are embracing new values in temporary ownership

  • Shared ownership
  • Trust in technology and technology trends
  • Customization and leisure

Reoccurring themes when people drew their dream autonomous vehicle were:

Affinity Mapping

With the insights and thoughts we collected, we organized our research data through affinity mapping and categorization in order to find out the problem we are trying to solve.

Stakeholder Map

Designing for Cultural Shift

Interface Process (First Pass)

Second Pass

Video Process

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Tina Jiwoo Park
412. 494. 8244