3 min. Read


Aixam in-Vehicle Infotainment System

DESCRIPTIONAixam is the leading manufacturer of quadricycles in Europe. This project aimed to propose an infotainment system for their upcoming car models.

My ROLE I took part as co-designer along with two students at Umeå Institute of Design. My primary responsibility were research and technical prototyping.

Let’s begin

Phase 01.


Exploring a new domain

In-Vehicle Infotainment is a combined system to deliver information and entertainment to the driver and passengers. Aixam quadricycles allows juveniles from age 15 to drive on regular roads in Sweden. We began our project by exploring the domain.


Aixam owner (Female, 16y/o)

Our goal with this meeting was to get insights to the context of use and observe how she is using her vehicle. We got an introduction to her current infotainment system. We asked questions such as:

  • How & when do you use your vehicle and infotainment system?
  • What do you find frustrating with your infotainment system?

  • How could your infotainment system improve your driving experience?


Car dealership sales department

We visited two car dealerships that sell Aixam quadricycles and competitive brands. We asked who about common buyers and what they were typically looked in their purchase. We asked:

  • Who are the common buyers, and what are they looking for?
  • What are some typical questions regarding the infotainment system?
  • What post purchase pain points does customer express?


Reaching young vehicle owners

We shared our survey to a community of young vehicle owners in order to get further insights from the primary stakeholders. The survey contained multiple choice and free text option, such as:

  • What are you typically using your vehicle for?
  • What features are important for an infotainment system?

  • What are important aspects of your car?

Survey Sample

Females (n=13)
Males (n=11)
0 yrs
Average age
0 yrs
Average experience

Young drivers traffic awareness

In found previous literature on how young drivers cognitive functions and personality traits affect their driving behavior. Such insights could be beneficial to design our system for safe interactions. We found:

  • High score on cognitive tasks resulted in less risk taking
  • Personality and attitudes mediates young driving behavior
  • Risk behavior can be managed by targeted information



Data driven design decisions

After completing the first phase, we had a ton of data that needed to be analyzed. We compiled the data to gain product insights. Our chosen methods to achieve this included:

  • Thematic analysis of the interview transcripts

  • Descriptive statistical analysis of the survey dataset

  • Academic papers on cognitive abilities, attitudes and personality

USER Behavior

Discover the context

The survey suggested that most participants used their vehicle to commute, for example to school or the gym. The vehicle was also used for joyriding with friends or running errands, like going to the shopping center.

  • “What do you use your vehicle for?”

Commute 96%
Joyride 79%
Running Errands 70%
Transport gods 33%

“What features do you use most?”


Eliciting features

Observations during the user interview revealed that the most performed task was listing to music. This was also prominent in our survey. The most requested feature among participants were navigation.


Emotional identity

Our participants cared a lot about the appearance of the car. It was also important to have great audio when playing music and also having technology that supports pairing the system with their phone.

“What’s important aspects of your car?”


Connecting insights

Our first phase resulted in a rich pile of insights. We used collected our insights on a concept board to visualize the findings as inspiration moving forward.

Persona – Meet The User

We created a fictive persona from the collected data. Our aim was to display behavior patterns, skills, attitudes, and background information, as well as the contextual environment in which the user operates.


Sarah, The student

Sarah is a 16-year-old student who uses her Aixam car almost every day. She commutes to school on busy streets, driving to practice and joyriding with friends while listing to music. She has low driver experience but has high proficiency with technology.

Design Challenge:

“How can we design for low driver experience

& high tech proficiency?”

Phase 03.



Rapid lo-fi paper prototypes

After an ideation session from the previous phase, we started to create rapid paper prototypes. We decided to test two design solutions: The first solution would use a touch screen interface combined with a touchpad on the steering wheel. The second solution would use physical buttons on below the screen, combined with voice input commands.


Setup for user testing

The participants (two females, age 16) were placed in front of a large screen playing first person driving POV while given instruction to complete tasks with the lo-fi prototypes. The test was within-subjects with randomized tasks.

First Prototype

Touch screen & steering wheel

Participants were introduced to the interface and asked to complete a set of tasks. They could use any interaction modality they preferred. Meanwhile, the test leaders were:

  • Observing and video recording the interaction.
  • Taking notes for what to ask participants after the test.
  • Logging task duration and success rate

Second Prototype

Tactile buttons & voice input

Participants were introduced to the interface and asked to complete a set of tasks. They could use any interaction modality they preferred. Meanwhile, the test leaders were:

  • Observing and video recording the interaction.
  • Taking notes for what to ask participants after the test.

  • Logging task duration and success rate

What did we learn?

We concluded that the users interacted with the second prototype more efficiently and effectively than the first prototype. Therefore, we decided to go forward with the second prototype, with some remarks:

  • Physical buttons with tactile feedback were preferred as menu
  • Activating voice commands should be accessible both on steering wheel and graphical user interface

Phase 04.


Presenting solution

Hi-fi prototypes in Figma

Next, we converted our lo-fi prototype into Figma, a collaborative interface design tool. We aimed to create a interactive prototype to share with stakeholders.

Home Screen Features

The home screen is where the user will initially begin the interaction with the infotainment system. It contains multiple of the implemented features. Hover over the icons to show a description of the features.


Featured Screens

Converted Insights

Here are some of the final screenshots of our design. We created a full interactive prototype in Figma, give it a test run!

Try it in Figma


What could be improved?

Having fair user tests are difficult as you can not completely account for the environment where the final product will be used. It would have been preferable to collect more qualitative data, and to let users inform design decisions as this had the biggest impact on the final product.

Special thanks to the project team 🙌

Elinor Wennerholm & Joar Werdin