Commercial Fleet Manufacturer | STAR
Autonomous Driving Experiences
New market ventures.
Background
A global truck OEM was preparing for a fundamental shift as Level 4 autonomy moved from concept to reality. The technology was maturing, but the OEM had yet to define the human experience of vehicles that navigate highways and urban routes without driver intervention.
To hold its lead, it needed to understand how autonomy would reshape the roles of drivers, fleet managers, and warehouse operators. This is as much a human challenge as a technical one, designing for Level 4 had to start not with the software but with the people whose working lives change when the steering wheel is no longer the central interface.
Solution
A three-phase framework, beginning with deep market insight into the global Level 4 commercial-vehicle landscape and culminating in four operational scenarios. Each was built around detailed user journeys for drivers and fleet managers, with explicit HMI and UX requirements grounded in a cohesive set of design principles that established a human-centred foundation to build from.
Impact
The work gave the client a critical lens for shaping its long-term Level 4 strategy. By defining the role experience plays in autonomous systems, the OEM could make informed decisions about cockpit design, driver-role evolution, and fleet management as autonomy increases. keeping its technology anchored in real-world utility, not technical capability alone.
My Role
Dedicated the majority of my time to the hands-on execution of critical deliverables across all three project phases, while simultaneously serving as project manager, leading and coaching a team of strategists and designers, orchestrating stakeholders, to ensure alignment and strategic relevance.
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