Just about every automaker in the world is enlisting experts from a variety of fields outside engineering and design to help them develop autonomous vehicles. One of the best known is Nissan’s Melissa Cefkin. Her official title is principal researcher-Human Centered Systems, Nissan Research Center. She is a cultural anthropologist who is helping Nissan designers understand how pedestrians and drivers of conventional cars will interact with AVs.
Drew Winter interviewed her recently in conjunction with her speaking at the Wards User Experience Conference on a panel titled “How to Create Trust Inside and Outside Autonomous Vehicles.”
One of the principles of anthropology that we bring into our work in product and service development and corporate anthropology is to look out for this “say-do” distinction. What we look for is how people act on trust or lack of trust. Often, any given person is a bundle of different ways of acting, depending on the situation and terms.
We find this today in studies of road use. Pedestrians often claim they “always make eye contact.” Empirical observations suggest this is not true. What they likely mean is they seek some confirmation that a car has seen them and is taking appropriate actions vis-à-vis their presence.
For instance, a car starts to slow down. They are assuming the reason for the slowdown is the car has seen them – they do not in fact always make eye contact to confirm. If they did, nobody would ever be out at night. We try to understand the cues and signals that mean something to people that do/do not engender trust. We feel these more nuanced and often evolving considerations are more essential in gauging trust than surveying people.
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100&Change is a MacArthur Foundation competition for a $100 million grant to fund a single proposal that will make measurable progress toward solving a significant problem. 100&Change will select a bold proposal that promises real progress toward solving a critical problem of our time. And it will award a $100 million grant to help make […]
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Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “Transforming the Healthcare Experience Together”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]
Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]
Experientia è lieta di invitare le piccole e medie imprese del territorio piemontese al: DesAlps Workshop #1: Il Design Thinking per le PMI Venerdì 18 maggio 2018 – dalle 9.00 alle 17.30 @ Rinascimenti Sociali | via Maria Vittoria 38, Torino Scopri i vantaggi che il Design Thinking può portare al tuo business per prepararvi […]