The Voice of the Customer
Decoding Vehicle Experience with Data & UX Research
J.D. Power
UX Research
Technology is reshaping how we experience cars
Therefore, bringing Voice of Customer to the forefront is critical.
Cars - Computers on Wheels
Full Self Driving, AI, automation—tech is driving the automotive industry forward.
Touchscreens Control Everything
HVAC, seats, windows, infotainment—all digital, all connected.
Comfort Is Engineered
Every detail matters—door feel, alerts, space, and interaction.
As a
UX Researcher
and
Design Consultant
at J.D. Power,
✦ Analyzed Large-Scale Survey Data
✦ Identified Key Strengths & Issues In Automotive UX
✦ Evaluated Prototypes & Delivered Insights
Following a structured research and design process, I brought the voice of the customer to automakers, improving design features of their new vehicles.
The 5 step process
STEP 1
QUANTIFYING PERFORMANCE
Identifying where the vehicle in focus excels or lags behind industry benchmarks using probability analysis on survey data.
STEP 2
UNDERSTANDING THE WHY
Analyzing verbatim feedback to uncover user frustrations behind the vehicle’s weak-performing heuristics.
STEP 3
EVALUATING THE CAR PROTOTYPES
Evaluating the new vehicle against industry benchmarks, focusing on problem areas identified through survey data and verbatim analysis.
STEP 4
BUILDING THE CASE
Combining data insights and evaluation findings to highlight UX challenges through visual evidence, prototypes, and reports.
STEP 5
DELIVERING INSIGHTS
Collaborating with client teams to present findings, demonstrate issues, and provide data-backed design recommendations and prototypes.
HOW IT ALL PANS OUT
Mixed Research Insights
Rapid Prototypes
Product Evaluation Findings
Evidence Backed Reports
RESULTS FROM FORD
Customer Satisfaction
+28%
Engagement with HMI
+33%
New Model Sales from last year
+25%
Takeaways
✦ Human-Centered Design should be applied everywhere.
✦ Working with actual verbatim really makes the stakeholders take a problem seriously.
✦ Customers value the products more when companies hear them.
Thank you.