The Enthusiast
Cars are a passion.
They seek performance,
design and driving pleasure.
PerformanceDesignInnovation
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intO
AUTOMOTIVE UX RESEARCH
PEOPLE. MOBILITY. MEANING.
A user-centred research project developed in Turin with Studio intO, exploring how people’s evolving needs, behaviours and values shape automotive experiences.
HUMAN
INSIGHTS
FOR A MORE
MEANINGFUL
JOURNEY.
INSIGHTS
FOR A MORE
MEANINGFUL
JOURNEY.
RESEARCH — INSIGHTS — OPPORTUNITIES — EXPERIENCE
01 / THE CHALLENGEHOW WILL PEOPLE
HOW WILL PEOPLE
EXPERIENCE MOBILITY
TOMORROW?
Based in Turin, a historic centre of Italian automotive design, the project investigated how people’s different relationships with cars shape their expectations of future mobility.
02 / UNDERSTANDING PEOPLEA GLOBAL AND
A GLOBAL AND
HUMAN-CENTRED
APPROACH
Screening considered three relationships with the automobile: driving enthusiasts, everyday users and people who favour rentals or flexible access. Interviews and collaborative workshops explored expectations and motivations.
VIEW RESEARCH DETAILS →
03 / MAKING SENSE OF COMPLEXITYFROM INSIGHTS
FROM INSIGHTS
TO OPPORTUNITIES
Through affinity mapping and thematic analysis, we compared behaviours, needs and expectations, turning complex qualitative observations into potential automotive design opportunities.
VIEW ANALYSIS →From data to meaning
Raw data
Daily useComfortMotivationControlTravelFamilyPassionTrustNeedsFreedomTimeAccessSafetyContextChoiceRoutine
→
Affinity mapping
Ease of useDaily needsIndependenceDriving joyShared tripsConvenienceTime savedConfidenceAvailabilityPersonal spaceJourneySimplicity
→
Key themes
FlexibilityWellbeingTrustConnectionEfficiencyAccessComfortAutonomyEaseReliabilityChoiceSafety
→
Opportunities
Seamless useInclusive UXAdaptable spaceSimple stepsUser controlClear feedbackNew servicesCalm travelBetter accessSmart supportIntuitive UXHuman first
Illustrative synthesis — no client findings shown
04 / PARTICIPANT PROFILESTHREE PERSPECTIVES
THREE PERSPECTIVES
ON AUTOMOTIVE MOBILITY
Participants were selected to represent different attitudes towards the automobile, from driving as a passion to everyday practicality and flexible, on-demand mobility.
These contrasting perspectives helped frame the evaluation of automotive interior experiences.
VIEW ALL PROFILES →
05 / EXPERIENCE OPPORTUNITIESDESIGNING
DESIGNING
MEANINGFUL JOURNEYS
Journey mapping connected different mobility needs with key moments of the experience, helping translate research into potential directions for future automotive interiors.
VIEW SCENARIOS →A day in the life — illustrative journey map
Find the right option
A smooth start
Time well spent
Comfort and control
Seamless arrival
Positive impact
06 / IMMERSIVE EVALUATIONEXPERIENCING
EXPERIENCING
AUTOMOTIVE INTERIORS
THROUGH VR
Participants explored automotive interior concepts in moderated VR sessions. A researcher asked questions and observed their responses, perceptions and expectations of the interior experience.
intOA USER-CENTRED
RESEARCH AGENCY
RESEARCH AGENCY
This is one of several international research projects I led for Studio intO in Italy. My broader work included separate projects and collaborations involving the UK, Switzerland, Chile, Singapore and Japan.
VIEW MY PROFILE AT intO ↗PRESS & RECOGNITION
STUDIO intO — SELECTED AWARDS
Recognition received by Studio intO and its leadership, separate from this confidential automotive case study.
2024 / FORTTUNA GLOBAL EXCELLENCE AWARDSResearch Company of the YearStudio intO ↗2025 / WOMEN IN INNOVATION AWARDSB2B Organisation of the YearStudio intO ↗2025 / UK ENTERPRISE AWARDSBest Global Research AgencyStudio intO ↗2024 / WOMEN IN INNOVATION AWARDSMovers & MakersJoanna Brassett, founder & CEO ↗
MY RESEARCH WORK AT intOVIEW MY PROFILE ON THE intO WEBSITE ↗