Casestudy TOYOTA Connected:
How might we advance user research through XR?

The car/vehicle of the future is connected, autonomous, shared, and electric. Horsepower and static interior design are no longer enough: Automotive companies / OEMs and suppliers need to shift their focus to driver and passenger experience. To create this human-centered experience, new prototyping tools are needed. Extended Reality (XR) offers a way to conduct user research already in an early concept stage to validate assumptions regarding the appearance and function of the final product. When immersive technology is combined with user experience design across various digital interfaces and interaction channels, automotive designers can build prototypes that enable faster iteration, fewer errors, significant savings in time and resources, and ultimately, better solutions.

For TOYOTA Connected, we developed and tested an immersive prototype with our XR platform Athena, specifically adapted to the client’s needs. The project evaluated the benefits and limitations of XR testing and showed how it can be applied  to OEM’s future projects. Through testings in Nagoya and Berlin, we researched how reliable testing ut comes are in comparison to existing prototyping processes.
‍
Virtual testing’s most significant value are scenarios that are difficult to replicate in the physical reality due to cutting-edge technology involved, high risk associated with testing, or repetitions in the same setting. Together, we create the future of mobility.

Virtual testing creates the most value in complex future scenarios that are difficult to replicate in the current physical reality. It allows exploring settings where cutting-edge technology is applied, high risks are present, or the experimental setup requires control of all external variables.