Research and Practice of Intelligent Cockpit Interaction Design
Based on Women’s Car Scenarios

Jocelyn Yue Qiao

Master of Design - Interaction Design, Emily Carr University of Art and Design
B.A. Interactive Arts and Technology, Simon Fraser University

Supervisor: Dr. Garnet Hertz

Submitted in partial requirements for the degree of Master of Design in Interaction Design, Emily Carr University of
Art and Design
2024 Spring

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Table of Contents
Abstract ........................................................................................................................................... 4
Land Acknowledgement ................................................................................................................. 5
Keywords......................................................................................................................................... 6
Introduction .................................................................................................................................... 6
Topic and Context ................................................................................................................................................ 6
Focus and Scope ................................................................................................................................................... 7
Relevance and Importance.................................................................................................................................... 8
Research Questions and Objectives ...................................................................................................................... 8
Thesis Structure .................................................................................................................................................... 9

Literature Review ......................................................................................................................... 10
Research Gap Contribution ................................................................................................................................ 10
Literature Review: Women in Automotive Industry .......................................................................................... 10
Literature Review: Approach to Intelligent Cockpit Interaction Design ........................................................... 12
Literature Review: Modular System .................................................................................................................. 13
Literature Review Conclusions: A Shocking Lack of Research ........................................................................ 15

Methods ........................................................................................................................................ 16
Methodological Approach .................................................................................................................................. 16
Data Collection and Analysis Method ................................................................................................................ 17
Limitations .......................................................................................................................................................... 21
Methods Conclusion ........................................................................................................................................... 21

Findings ........................................................................................................................................ 22
Interview Participant Information ...................................................................................................................... 22
Ora Case Study Analysis .................................................................................................................................... 23
Finding 1: Gaps in Gender Inclusivity ............................................................................................................... 27
Finding 2: Pain Points of Women Drivers ......................................................................................................... 28
Finding 3: Implementing Multimodal Interaction Design for Women Drivers ................................................. 30
Findings Conclusion ........................................................................................................................................... 31

Design Output .............................................................................................................................. 31
Design Exploration: Modular Heated Seat ......................................................................................................... 32
Conceptual Development ................................................................................................................................... 33
Technical and Material Development................................................................................................................. 35
Affordable Adaptation of Modular Heated Seats ............................................................................................... 37

Discussion..................................................................................................................................... 38
Reflection and Insights ....................................................................................................................................... 38
Limitations .......................................................................................................................................................... 39

Conclusion .................................................................................................................................... 40
Summary............................................................................................................................................................. 40
Implications ........................................................................................................................................................ 41
Future Research .................................................................................................................................................. 41

Glossary ........................................................................................................................................ 43
Bibliography ................................................................................................................................. 44
Appendix ....................................................................................................................................... 48
A.

REB Application ....................................................................................................................................... 48

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B.
C.
D.

REB Approval........................................................................................................................................... 48
Participant Consent and Media Release Forms ........................................................................................ 48
Interview Questions .................................................................................................................................. 48

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Abstract

Automotive seating and controls have traditionally been designed with a male-centric approach,
reflecting technologies and ergonomics established over a century ago, which may not meet the
needs of today. Car cockpits have been tailored primarily for male users, often overlooking the
preferences and requirements of women drivers. While car design has begun to work on safety
questions for women's bodies in the cockpit, this project focuses on comfort and enjoyment.
This research project identifies the specific problems of women in cockpits to offer design
solutions for their scenarios. This research includes a design project to redesign the heating
controls in car seats so that they are divided to be more modular and controllable to the needs of
women drivers. I use interviews and field visits, gendered design research, and continuous
literature reviews to identify the most pressing problems and needs for women drivers. The
findings led to my design project Modular Heated Seat using multimodal interaction and
focusing specifically on how it interacts with the driver. This project is developed on a digital
platform with specific context and physical prototypes. Human-centred design incorporates
gender-specific considerations in cockpit design to significantly enhance women drivers'
comfort. This research contributes substantially to automotive industry change by documenting
a design probe into the challenges of rectifying gendered design.

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Land Acknowledgement

I want to acknowledge that the research presented here was conducted primarily on the Coast
Salish peoples' unceded territories, including the Musqueam, Squamish, and Tsleil-Waututh
Nations. The term "unceded" is crucial to understand; it signifies that these lands were never
surrendered, relinquished, or transferred in any form.

It is essential to recognize that most of British Columbia remains unceded, sovereign Indigenous
lands. This reality underscores that neither the Canadian nor the British Columbia governments
possess legal or moral authority over these territories.

In conducting and sharing this research, I aspire to contribute to a deeper understanding of how
we, as settlers and uninvited guests, can support Indigenous sovereignty. I sincerely hope our
endeavors in this field can foster new relationships with the Original Peoples of these lands—
relationships rooted in honor, respect, and mutual recognition.

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Keywords

Intelligent Cockpit Design, Human Centered Interaction Design, Gender Inclusivity, Modular
Design, Driver-Machine Interaction, Driver Pain, Women Driver

Introduction
Topic and Context

Since researching intelligent automotive cockpit design, I have been fascinated by its potential.
The industry is growing fast, focusing on creating more intelligent and more intuitive designs
(Automotive Smart Cockpit Design Trend Report, 2022). I noticed a recurring theme during a
casual conversation with my close woman friends, discussing their driving experiences. They
expressed concerns over how some car cockpit features could have been more intuitive for them.
There is no storage space for putting their makeup, or the controls' positioning is slightly out of
reach. It made me wonder, "In an era where customization and intelligent devices are the
watchwords, why are we still missing the mark on something as integral as the in-car experience
for women?"

I have realized that while intelligent cockpit design offers infinite opportunities, there is an
evident gap – the experience design tailored for women's needs. Most designs seem to be
developed either with a male-centric perspective or, worse still, based on male ideologies,

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completely sidelining women's needs. In the worst case, this gap can result in life danger.
Caroline Perez's (2019) book "Invisible Women: Data Bias in a World Designed for Men"
discusses how gender data gaps can lead to fatal consequences for women. Car crash-test
dummies have historically been designed around the male physique, making cars less safe for
female occupants, potentially leading to more severe injuries or fatalities. When the safety
features were being developed, their measurements and tests were based on a male average.
Women drivers are killed because of this ignorance. (Atwood et al., 2023) Research by the
Insurance Institute for Highway Safety (IIHS, 2021) has shown that, while crash testing
programs have helped improve safety for both men and women, women are still 20-28% more
likely than men to be killed and 37-73% more likely to be seriously injured in crashes. However,
this increased risk is primarily related to the types of vehicles women drive and the
circumstances of their crashes rather than physical differences. Once factors like vehicle size and
crash circumstances are accounted for, the discrepancies in injury risks between men and women
narrow dramatically. The study also found that crashworthiness improvements have benefited
men and women equally when comparing similar crashes.

Focus and Scope

This research focuses on advancing the field of intelligent automotive cockpit design,
particularly for vehicles equipped with advanced interactive systems. These systems promise to
offer a user-centric experience that adapts to the needs and preferences of the driver. The scope
is intentionally narrowed to intelligent vehicles, bypassing those with essential interaction
features that need more sophistication for this study. Specifically, the research studies the

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experiences of women drivers who commute regularly, a demographic selected for their
likelihood to engage with and provides insights into intelligent cockpit functionalities.

Relevance and Importance

The relevance and importance of this thesis are in the dichotomy within automotive design—a
field historically tailored to male specifications, ignoring the needs and preferences of female
drivers. Who is addressing the needs of female drivers? The lack of scholarly research
addressing women-centric design in automotive cockpits highlights a significant gap that my
thesis intends to bridge. Theoretically, this work challenges the prevailing gender-neutral
approach in design, which often defaults to male-centric norms, and questions the biases that
have led to this industry-wide oversight (Reuther, n.d.).

Research Questions and Objectives

There are three core research questions that guide this project. These are:
1. What are the gaps between acknowledging gender inclusivity in cars and designing
applications to address women drivers' needs?
2. What are pain points and ignored needs, and how do women become aware of them?
3. How can multimodal interaction design be implemented in an intelligent automotive
cockpit to cater to the needs of women drivers?

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The objective is to cultivate an intelligent cockpit design that resonates with the comfort and
enjoyment of women, acknowledging their unique scenarios and experiences. By emphasizing
the 'humanness' of the driver, this study aims to foster a design that grants women more control
and a sense of belonging within the automotive space, transforming the cockpit into an intuitive,
responsive environment that respects and reflects the diverse drivers it serves.

Thesis Structure

This thesis is a structured exploration of the design of automotive cockpits, focusing on women
drivers' needs and preferences. The Introduction section provides a preliminary overview,
leading into the Topic and Context to ground the research into the broader conversation of
intelligent car design. Focus and Scope sections clarify the study's parameters, with Relevance
and Importance underscoring the work's significance. Research Questions and Objectives
pinpoint the study's guiding inquiries and aims. A Literature Review critically examines the
existing academic field, identifying a Research Gap seeks to address. The Methods section
delineates the research approach, data collection and analysis, ethical considerations, and
limitations. Fieldwork, case studies, and interviews constitute the Primary Research section, with
the Findings section presenting data through descriptive statistics and software analyses. The
Design Output section translates research into actionable design strategies. Discussions engage
with the reflection and limitations, evaluating the results' validity. The thesis culminates in a
Conclusion that summarizes the research, reflects on its implications, and suggests directions for
future studies, rounded off with a comprehensive list of References and Appendices, including

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ethical board approvals and interview questions, ensuring the study's integrity, and facilitating
further inquiry.

Literature Review
Research Gap Contribution

As I embarked on my master's thesis, focusing on the research and practice of intelligent cockpit
interaction design specifically for women's scenarios, the initial phase was dedicated to scouring
existing literature. However, one of the most surprising and, in many ways, disconcerting
findings was the sheer lack of publications directly related to this field. It is a disappointment. It
was perplexing to realize that this area has been markedly under-researched in academics despite
addressing concerns relevant to half the population just in the U.S., with about 117.6 million
female licensees compared to 115.2 million male licensees (Arthur, 2024). This gap in literature
underscored a significant oversight in automotive research and pointed towards a broader issue
of gender disparity in design practices.

Literature Review: Women in Automotive Industry

Styhre, Backman, and Borjesson's academic paper published in 2005 on Gender, Work, and
Organization explored the area of gender and automotive industry practices. It remains relevant,
as evidenced by its presence in the Wiley Online Library, providing valuable insights into the
challenges of addressing gender differences in the automotive industry. The paper focuses on

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Volvo's Your Concept Car (YCC) project, the first in the industry to be managed entirely by
women. The authors use critical discourse analysis to examine the media coverage of the YCC
project, revealing how gender differences were articulated. Even in projects that aim to move
beyond “gendered” — recognizing specific needs of a gender without resorting to stereotypes —
the language that reconfigures the social reality remains stuck in a mode of expression that
opposes such an ambition. The authors also discuss 'male irrationalities' in car buying
preferences, which could be seen as an untapped resource in the industry. The paper's conclusion
emphasizes the need for subtle strategies to undermine dichotomous modes of thinking (such as
"male/female") in the automotive industry. They suggest that speaking about gender differences
can inadvertently reinforce them because gender stereotypes are challenging to eliminate. While
refusing to acknowledge them can leave existing disparities unaddressed. This creates a doublebind situation, making it challenging to step outside the language of gender differences.

The article "Made in Patriarchy: Toward a Feminist Analysis of Women and Design" by Cheryl
Buckley was published in 1986. The author delves into how patriarchal ideologies have
historically influenced design principles, often relegating women to roles defined by their
biology and traditional societal expectations. Buckley (1986) highlights the pervasive influence
of advertising in shaping and reinforcing these gendered stereotypes. Advertising reinforces
design meanings as envisioned by predominantly male designers or manufacturers. It
consistently employs and amplifies gendered stereotypes, often casting women in traditional,
limiting roles such as mothers, cleaners, and cooks. The article underscores how advertising
crafts not only an ideal use for products but also an "ideal" user, often sidelining women's actual
needs and complexities. Further, the article suggests that women in advertisements emphasize

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the commodification of their bodies to cater to a dominant male gaze. Through this lens, women
are often reduced to passive entities, valued primarily for their aesthetic appeal. Buckley's (1986)
article provides a comprehensive feminist critique of design history, emphasizing the need to
understand and challenge the patriarchal assumptions that have shaped design practices and
perceptions of women in the field. It suggests that the feminine design in the market is shaped
under the male gaze, which explains why intelligent cockpit designer needs to research more on
the relationship between "vehicles and drivers" (Zhang and Zhu, 2019) to meet the needs of
women drivers.

Literature Review: Approach to Intelligent Cockpit Interaction Design

Caizhong Zhang and Aijun Zhu from the School of Visual Communication Design at Shandong
University of Art and Design wrote this paper in 2019, which provides an in-depth analysis of
the current state and future potential of automobile human-computer interaction, with a specific
focus on Head-up Display (HUD). The authors argue that the automotive HUD industry has been
relatively backward compared to the mobile phone industry and propose using the smartphone
industry's advanced experience and design concepts to bring new inspiration to the current
automotive industry, especially HUD design. The paper highlights the existing problems in the
field, such as car manufacturers needing to fully understand users' needs and investing more
energy in exploring the relationship between vehicles and drivers. The authors present a practical
project to improve driving safety by designing a panoramic HUD. They discuss the design
principles, differences between automotive interaction design and mobile phone interaction
design, and the HUD’s design goals. They also present the target user portrait and the

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information architecture of the Panoramic HUD. This paper is a valuable resource for anyone
interested in automobile technology and interaction design – especially for HUDs. Connecting to
Styhre, Backman, and Borjesson's (2005) suggestion of finding subtle strategies to undermine
the dichotomous modes of thinking, Zhang, and Zhu (2019) provided a comprehensive overview
of the field's current state. They offered innovative solutions for improving user experience and
safety.

Literature Review: Modular System

Manuel E. Sosa, Steven D. Eppinger, and Craig M. Rowles' article "Designing Modular and
Integrative Systems" delves deep into product architecture, particularly emphasizing modular
design. Modular design is about creating distinct, independent components that can be combined
in various ways without affecting each other's functionality. The authors introduce the 'Resultant
Matrix' (p.5), a pivotal tool that visually maps design interfaces to team interactions, providing
insights into how modular components align with team collaborations. The research explains the
benefits of modular systems, such as flexibility, scalability, and ease of updates. By designing
modules, teams can work on different components simultaneously, leading to efficient
development processes. However, the article also touches upon the challenges of organizational
boundaries, which can sometimes act as barriers to effective modular design. These boundaries,
determined by team groupings, can create communication barriers, potentially hindering the
integration of modular components. This article focuses on the collaboration aspects of modular
design, while "Atomic Design" by Brad Frost introduces the design methodology in design
systems. They both inspired me for my research project on women's intelligent cockpit design,

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and they provided insights on how to implement gender-inclusive design in cars by providing
potential solutions for different users using modular design systems.

"Atomic Design" by Brad Frost introduces a methodology for creating design systems. Just as
everything in the universe comprises atomic elements, Frost (2016) posits that all interfaces
comprise a combination of distinct components. He breaks down user interfaces into a hierarchy:
atoms (the foundational building blocks like buttons and input fields), molecules (combinations
of atoms that function together like a search form), organisms (complex UI sections like
headers), templates (page-level objects that place components into a layout), and pages (specific
instances of templates). This approach allows designers and developers to construct user
interfaces methodically and with a clear structure. By focusing on the smaller, reusable
components (atoms and molecules), designers can assemble larger, more complex structures with
consistency and scalability in mind. Frost's (2016) methodology emphasizes the importance of
creating a robust design system that can adapt and evolve, ensuring that digital products remain
consistent and user-friendly across different platforms and devices. The book provides a
comprehensive guide for me to implement this design methodology in my project, which is an
inspiring guideline for potential design practice for women drivers' needs.

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Figure 1. Frost, B. (2016). Extending Atomic Design | Brad Frost. https://bradfrost.com/blog/post/atomic-web-design/

Literature Review Conclusions: A Shocking Lack of Research

Although the above authors do address the topic of women’s experiences in automobile cockpits,
these publications are the few exceptions to the ubiquity of using male-centric perspectives in
automobile design. In other words, these publications are much rarer than they should be. The
literature around women’s experiences in the vehicle cockpit is severely lacking. It is shockingly
rare to find automotive research papers that address any aspect of the female experience. For
example, in searching through 23,700 papers on Google Scholar (Google Scholar Search on
“Women, Intelligent Car Cockpit Design,” as of January 26, 2024), only ONE paper that
studied gendered experience and needs were found. In other words, the scientific publication
domain is woefully lacking in reflecting the in-car experience millions of users. It is alarming.
This lack of research is a reminder that much work needs to be done in this field. This project is
a start at addressing this lack of automotive research.

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Methods

This research employs a comprehensive and ethical methodological approach to explore the
experiences of women drivers about intelligent cockpit design. This study is grounded in an
ontological philosophy and interpretivism; the study combines qualitative research methods,
including in-depth interviews, observational studies, and a case study, to gain a nuanced
understanding of women's unique perspectives and needs in automotive design.

Methodological Approach

The research philosophy guiding this thesis is ontological and focused on women drivers' reallife scenarios. The research methodology is anchored in interpretivism, focusing on
understanding individuals' subjective experiences and interpretations. This approach begins with
an extensive literature review to frame the research within existing knowledge. Qualitative
methods, interviews and observational studies are central to this methodology, allowing for a
deeper exploration of individual perspectives and meanings. A design project utilizing the
research findings contributes back to my thesis. They emphasize the context in understanding
these perspectives, recognizing women drivers' experiences and interpretations shaped by their
unique backgrounds and environments. This methodology is iterative, and the research remains
flexible and responsive to the complexities of human experiences.

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The research methods are primarily qualitative, chosen due to the limited academic publications
and reviews on the topic. This scarcity of existing literature requires a direct engagement with
primary research methods to gather firsthand insights. The approach includes conducting indepth interviews, allowing for a detailed exploration of individual experiences and perceptions.
Field visits and observations are integral, allowing one to witness and understand user
interactions and behaviours in car cockpit settings. Additionally, a case study of a specific car
brand is undertaken to delve into practical applications and real-world implications. This case
study offers a focused examination of how the brand addresses the needs and preferences of its
users, providing a concrete example to critique and learn from. The rationale behind these
methods is to communicate directly with end-users – women – in capturing their experiences and
viewpoints, which are ignored in traditional research approaches. This user-centric methodology
ensures a rich, grounded understanding of the subject, directly informed by those most affected.

Data Collection and Analysis Method

The data collection and analysis method of this research primarily followed the principle of
qualitative research. The focus was to gather and analyse non-numerical data to understand the
experiences, attitudes, feelings, and behaviours of research participants. The objective of
qualitative research in smart cockpit design was to gain a deeper understanding of users'
perspectives and experiences in specific contexts. This was achieved through various methods
such as interviews, field visits, observation, and case studies. The insights obtained came mainly
from the direct feedback provided by research participants, which included their opinions on the
effectiveness of the research, the struggles they face, and suggestions for improvement.

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The interviews, aimed at uncovering the specific needs of women drivers, were initiated through
a targeted recruitment strategy on social media. I successfully enlisted eight participants, aged
between 20 and 35. To explore their unique experiences and perspectives, I carefully prepared
interview questions, focusing on understanding the nuances of driving from a woman's
viewpoint. This research was approved by Emily Carr University’s Research Ethics Board. To
ensure the research is done ethically, planned studies followed the rules of Emily Carr's REB and
were approved in July 2023. (See the complete Consent Form and Research Invitation in
Appendix C).

Based on the participants ' convenience, these interviews were conducted via Zoom or in-person
to ensure a comfortable environment for open and honest discussions. Each interview was
recorded and then transcribed to capture the full extent of the conversations. This process was
completed over two weeks, allowing for a concentrated and thorough data collection phase. The
analysis of these interviews involved a systematic grouping of key words in Fig Jam. (Figure 2.)
This technique enabled her to extract significant insights and patterns from the responses,
thereby forming a comprehensive understanding of the needs and experiences of women drivers.

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Figure 2. Qiao. Y, 2023, Grouping of interview findings.

I had a field visit to the Shanghai Auto Show in April 2023. This visit provided a unique
opportunity to observe various car brands and models firsthand. While there, I focused on
understanding how the interior interactions within these vehicles are designed and utilized. I
watched the layout design, ergonomics, and interactive features of various car interiors, noting
how they catered to or neglected the specific needs of women drivers. This immersive
experience allowed me to gather real-world data and insights that could not be captured through
secondary research methods. My observations at the Auto Show were crucial in identifying
trends, innovations, and gaps in current car designs, particularly from the perspective of female
drivers. This field visit enriched this research with practical, tangible examples of how car
interiors are conceptualized and executed in the automotive industry, providing a solid
foundation for my analysis and conclusions.

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In this thesis, a case study was conducted on Ora (Figure 3), a car explicitly marketed as a
women's car. This involved visiting and test-driving the Ora on a non-busy urban road to gain
firsthand experience of its features and performance from a woman driver's perspective. The
analysis focused on critiquing how the design of the model Ballet Cat from Ora presenting itself
as a car for women. Central to this evaluation was the question, "How is the experience as a
woman driver?" Pictures and videos were taken during the test drive to document the experience,
capturing the car's interior and exterior features. Online reports and videos were also used for
analysis. These resources complemented the detailed analysis, providing a comprehensive
understanding of Ora suggesting the current automobile industry.

Figure 3. Photo of trying Beauty Cam feature on center console in Ora’s driving cockpit. 2022.

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Limitations

In this research method, several limitations are important to acknowledge. Firstly, the sample
size of participants could have been larger, since 8 participants do not fully represent all women
drivers' diverse experiences and needs. Additionally, the focus on a specific age group and the
recruitment through social media could introduce a selection bias, potentially overlooking the
perspectives of older or less technologically engaged women. While insightful, the case study of
the Ora car represents just one brand and model, limiting the generalizability of the findings to
other vehicles and brands. Furthermore, the field visit to the Shanghai Auto Show, although
valuable for direct observation, might not capture the full range of global automotive design
trends. Moreover, this study does not extensively explore the ergonomics of automotive design, a
critical aspect that affects drivers' comfort and safety. This indicates a gap in research that
warrants further investigation. Lastly, the subjective nature of qualitative research, particularly in
interpreting participants' responses and observations, could influence the objectivity of the
findings. These limitations suggest the need for caution in generalizing the results and highlight
areas for future research to build upon and expand the understanding of women's experiences in
automotive design.

Methods Conclusion

This research employs qualitative methods, such as in-depth interviews, observational studies,
and a case study, to understand women's specific perspectives and needs in automotive design. It

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focuses on aspects beyond ergonomics, which remains under-researched. Despite some
limitations, the insights garnered offer valuable contributions to the field.

Findings
This section introduces the interview participant information, case study analysis and the
findings to the three research questions of:
1. What are the gaps between acknowledging gender inclusivity in cars and designing
applications to address women drivers' needs?
2. What are pain points and ignored needs, and how do women become aware of them?
3. How can multimodal interaction design be implemented in an intelligent automotive
cockpit to cater to the needs of women drivers?

This approach, highlighting the necessity for personalization and psychological consideration in
intelligent vehicle interaction design, underscores the urgent need for more gender-specific
research in automotive design, especially focusing on women's unique preferences and
requirements.

Interview Participant Information

For my interview sessions, the study involved six women participants, all regular drivers aged
between 22 and 30 years, each with at least two years of driving experience. The interviews,

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aimed to uncover women's unique challenges and preferences in car cockpits, were either online
via Zoom or in person. The more detailed fourteen interview questions can be found in the
Appendix D.

The choice of participants was strategic, ensuring a diverse range of experiences while
maintaining a specific focus on women who spend a considerable amount of time driving daily
(at least cumulative 40 minutes per day). The interviews were designed to explore the physical
aspects of cockpit interaction and the psychological impact on women drivers.

Each interview was recorded and later transcribed, creating a comprehensive dataset for analysis.
This methodological rigor was essential for capturing the depth and breadth of the participants'
experiences and insights. Transcribing these interviews into textual data is a critical step in the
next analysis process, which will be discussed in the results section.

I collected 300 minutes of interview audio recordings and compiled eight pages of notes. These
were then organized into grouping activities to identify the most recurring patterns. During my
field visit, I gathered approximately 40 minutes of audio recordings, capturing my immediate
reactions to the designs and scenarios.

Ora Case Study Analysis

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In my thesis case study on Ora, a brand leading the change in China's electric and intelligent car
market for women—a demographic rapidly increasing its purchasing power. Ora has positioned
itself as a women-centric brand, targeting what it calls the "She Economy (Ren, 2019)."1 Ballet
Cat (Figure 4) launched in 2022 as their latest model introduced new concepts and I had a field
study to test drive this model. I visited the Shanghai Auto Show in April 2023 and got to test out
how it feels in person and gain a different perspective of this research problem.

Figure 4. Official marketing photo of Ora Ballet Cat Model. (Zhang, 2022)

This vehicle stands out in the auto show with pastel colours like pink and pale violet, offering a
refreshing alternative to conventional automotive colours. These choices have been wellreceived by women who appreciate the personalized touch.

1 SHE Economy: the term for the women-targeted market in China. Women are also key influencers for traditionally male-oriented products such as liquor,
automobiles, and sports.

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However, during my evaluation in the test drive, I found some quirky choices in the user
interface. The climate control feature, for example, is named “Warm Guy Mode”2 or “暖男模
式”. (Figure 5.) In Chinese, this term “Warm Guy” or “暖男” refers to a pleasant man with a
cute and caring personality (La, 2019). “Warm Guy Mode” or “暖男模式” is suggesting that the
heating climate is warming the driver like a “Warm Guy”. In the press release for their upcoming
car model, Ballet Cat (released on May 20, 2022) on May 16, 2022, Ora acknowledged the
specific needs of women drivers by stating, "开车手冷、生理期不用慌" which means "Don't
panic if you have cold hands while driving or if you're on your period." (Ora, 2022) While this
statement indicates an awareness of women's unique concerns, the actual features of the car may
not fully address these issues. Indeed, the feature is no different from standard climate systems
except for the naming. Despite the car's aim to appeal to the persona of an independent
professional woman, this naming suggests an unnecessary male presence.

Figure 5. A Photo of "Warm Guy Mode”or “暖男模式” on center console in Ora Ballet Cat’s cockpit.

2 Warm Guy: a guy with a warm and caring personality, is an example that describe males that have a more ‘cute’ or warm personality/presence towards women.

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Progressively, Ora has pioneered the first female crash dummy test in China, indicating a
commitment to women's safety—a notable stride in the right direction. In June 2023, they ran a
test with a female dummy as the driver, affirming the vehicle's safety for women (Figure 6).
Despite this advancement, it was paradoxical that the testing team, car crash experts and
reporters were all male (Figure 7 & Figure 8), and the media coverage was framed with an
optimistic outlook for women drivers, subtly guiding public perception. Despite these
contradictions, Ora's initiatives are a significant step forward in an industry that is still catching
up to such inclusive practices and doing better than other brands.

Figure 6. Ora's crash test report concluding the successful performance of female crash dummy. Sohu, 2023. 碰撞测试+硬核拆
车,欧拉闪电猫双管齐下打好纯电轿跑安全组合拳! (n.d.). https://www.sohu.com/a/681699332_121139435

Figure 7. Testing scene of Ora Lightning Cat Model. (Ora High Speed Spinning Crash Test, 2023)

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Figure 8. Expert evaluating the Crash Test during an interview. (Sohu, 2023).

Analyzing Ora provided a practical lens through which to understand how current industry
players are addressing, or failing to address, the specific needs of women drivers in cockpit
design. This shift from theoretical to practical exploration allowed me to delve deeper into the
nuanced realities of intelligent cockpit design, moving beyond what is written to what is
experienced and implemented, thus filling a critical gap in both academic literature and industry
practice.

Finding 1: Gaps in Gender Inclusivity

Recognition vs. Implementation: There is a notable gap between the acknowledgment of the
need for gender inclusivity in car design and the actual implementation of design features that
address women drivers' specific needs. Research by Deloitte in collaboration with Automotive
News has highlighted (Bowman & Robinson, 2020) that woman, comprising about half of the
general labour force, represent only a quarter of the automobile industry workforce. The study
suggests that increasing diversity within the industry could provide a competitive advantage by
bringing a wider variety of ideas and perspectives to the table, which is crucial for innovation

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and growth. However, a significant gender discrepancy persists, indicating that more needs to be
done to include women in the workforce and in the consideration of automotive design processes
. While many automotive companies recognize the importance of inclusivity, this often translates
into something other than tangible design changes.

Stereotypical Assumptions: Some existing designs are based on stereotypical assumptions
about women's preferences, leading to superficial changes rather than addressing functional
needs. Ora has branded them.

Finding 2: Pain Points of Women Drivers

Ergonomic: Emphasizing the indispensable role of ergonomics in automotive design,
particularly for women drivers, the study highlights the profound impact of interior design on
comfort and usability. Interviews with participants illuminated the critical nature of ergonomic
considerations, as every participant (100%) articulated issues with the spatial arrangement within
the vehicle's cockpit. A notable account from one participant vividly illustrates this ergonomic
challenge: "To see what's behind my car, I always have to lean forward to adjust the mirror
position." This vividly underscores the pervasive issue of visibility and control accessibility for
women drivers, accentuating the urgency for inclusively designed vehicle interiors that cater to
diverse body types and needs.

28

Furthermore, an overwhelming 80% of the participants disclosed experiencing significant
discomfort during long drives, particularly when menstruating. The lack of adequate lumbar
support in current car designs was pinpointed as a notable deficiency, inadequately addressing
the discomfort from menstrual cramps. This revelation underscores a pivotal opportunity for
innovation in car seat ergonomics, emphasizing the need for designs that offer more substantial
support and comfort during such sensitive times.

These findings compellingly argue for the critical examination of ergonomics in automotive
design, underscoring that overlooking ergonomic affordances in vehicles is no longer viable. The
data lays bare the explicit need for a paradigm shift towards more ergonomically inclusive design
principles that prioritize and accommodate the distinct requirements of women drivers, thereby
enhancing the driving experience for all.

Storage and Practicality: A frequently overlooked aspect is the lack of practical storage
solutions for items commonly used by women. During the interview, one participant
demonstrated the variety of personal items she stores in her car's central compartment. This
included her perfume, hand sanitizer, a makeup bag, and, notably, a bunny stuffed toy. She
explained, 'I keep my bunny in the car as it gives me a sense of security when driving alone.'
This insight highlights a car design gap concerning female drivers' storage needs.

Awareness through Comparison: Women often become aware of these pain points when
comparing their experiences with other vehicles or through discussions with other women

29

drivers. For example, one participant noted that drivers waiting behind her often become
impatient and resort to rude comments or yelling when she takes time to parallel park. In
contrast, when her boyfriend takes a similar amount of time to park, those drivers tend to honk
and drive away without further confrontation.

Finding 3: Implementing Multimodal Interaction Design for Women Drivers

Human-centred Design: Using human-centred design methods, researching women drivers.
Enhance features that are tailored for scenarios more commonly encountered by women. This
requires more testing participants that are women drivers.

Personalization: Implementing personalization features in car design, such as adaptable seats
and customizable lighting, addresses the unique preferences of women drivers. According to
interviews, most participants (80%) desired enhanced personalization options within their
vehicles. By incorporating principles of atomic design (Frost, 2016), initially used in web
development, into the user interfaces of smart cars, automakers can create more flexible and
user-centred experiences. This approach allows for the modular and scalable design of car
interiors and technology systems, making adjusting elements to suit different driver needs and
preferences easier.

30

Include Woman in Testing: Testing is the key process of human centered design and in
intelligent cars. This requires teams to invite more women participants as well as more women
testing teams.

Findings Conclusion

These insightful studies have directly informed the development of my design project, the
'Modular Heated Seat,' which I will detail in the next section. The findings have significantly
influenced my approach, steering me towards a more human-centred design that mainly
addresses the needs of women during their menstrual periods. This approach emphasizes the
importance of personalization in the user's interaction with the car's features. It becomes evident
that intelligent vehicle interaction design should not only focus on functional aspects but also
consider the psychological impact of the interface on the user. There's a pressing need for more
comprehensive, gender-specific research in automotive design. There needs to be more
understanding of women's unique needs and preferences in vehicles.

Design Output

Eighty percent of the interview participants highlighted a specific challenge they faced while
driving - the discomfort and pain associated with menstrual cramps. While general advice and
products, such as heating pads, are available for menstrual cramp relief, more information is
needed on integrated car design solutions focused on this issue. This underscores the importance

31

of my research in pushing the boundaries of automotive design to be more attentive to the needs
of women drivers, particularly in designing elements like heated seats with adjustable zones for
targeted relief. The automotive industry has made strides in offering heated seats to alleviate
discomfort, the current design often needs to address the unique needs of individuals
experiencing period-related discomfort. The prevalent design heats both the seating pad and the
back simultaneously. This becomes particularly problematic when considering that, for many,
applying heat to the seating pad, especially during active bleeding, intensifies discomfort rather
than alleviates it. However, the warmth in the lower back area can be a crucial relief for cramps.
This disparity underscores a gap in truly human-centric design, where the broad application of
technology might miss nuanced but significant needs. This research addresses such oversights
and pushes the boundaries of what we consider when designing car interactions for women's
specific scenarios.

Design Exploration: Modular Heated Seat

My design exploration's central assumption is that current car seats lack adequate modularity. In
revisiting the design of heated car seats through the lens of Frost’s (2016) atomic design
philosophy, this exploration pivots on the critical observation that existing car seat
configurations lack essential modularity. Presently, the dominant model for seat heating
functions in a uniformly extensive manner; upon activation, it indiscriminately heats a
substantial portion of the seat, affecting the back, buttocks, and thighs in a sweeping gesture.
This broad application of heat, while beneficial up to a point, can become a source of discomfort
during prolonged periods of driving. Specifically, this generalized approach fails to meet the

32

nuanced comfort requirements of drivers and passengers—most notably, women drivers
experiencing menstrual cramps.

Imagine yourself on a 40-minute journey along the highway while experiencing
menstrual discomfort. You're grappling with intense lower back cramps, a condition
where warmth often brings relief. However, the seat's heating function, though
comforting for your lower back, causes the seating area to become overly warm, leading
to discomfort, especially during menstruation. Meanwhile, your upper back feels slightly
too heated, unlike the lower back, where the temperature feels just right.

This common experience, shared by nearly half the world's population, led me to reimagine car
seats with a more modular design. My design offers a tailored solution by segmenting the heating
system into distinct zones (upper back, lower back, buttocks, and thighs). Users can select
specific areas for heating through the touchscreen interface I developed. This approach provides
targeted relief and enhances overall comfort, especially for women drivers during their menstrual
cycle. The aim is to transform a standard car journey into a more comfortable and personalized
experience, aligning with the diverse needs of all drivers and passengers.

Conceptual Development
Modular Design

33

By applying atomic design principles, the proposal is to deconstruct the car seat heating system
into its most fundamental unit of cushions (atoms) and reassemble them into more complex,
adaptable systems of a full seat (molecules and organisms) that can offer targeted heat control.
See Figure 9. This modular approach would allow for the heating mechanism to be activated
selectively, focusing warmth where it is most needed for comfort and relief—such as the lower
back area for menstrual cramp alleviation—without unnecessarily heating other areas of the seat
that might exacerbate discomfort, particularly during active menstrual periods. This nuanced,
human-centric design reimagines the car seat heating system as a collection of interconnected
elements that can be personalized to individual needs, thereby enhancing the driving experience
for everyone, especially for women in specific scenarios.

Figure 9. A sketch of modularized driver seat with separated unit.

34

Considering the challenges above highlighted by my participants, I sought inspiration from
various domains to approach a design solution. A key inspiration was the concept of modular
website design3, which emerged as a promising strategy to address the unique demands of my
context. At its core, modular website design advocates for creating distinct modules, each with a
singular responsibility, which can be combined to craft a cohesive and complex system. This
methodology promotes flexibility and specificity, ensuring each system component serves a
unique and well-defined purpose. This source provided comprehensive insights into how
modular systems can be designed to cater to specific user needs while maintaining an integrated
user experience – and these concepts were useful in rethinking how automotive cockpits can be
rethought.

Technical and Material Development

To build this prototype, I prepared a digital interface design with a physical prototype and video
narration. I crafted an interface design in Figma that allows users to interact with a touchscreen
and select the specific area they wish to heat. For the physical prototype, I prepared a chair
sectioned into thighs, buttocks, and lower and upper back. I used red LED lights to represent the
heat is on. At the same time, I put heating pads in these areas.

3

"Modular Web Design: Creating Reusable Components for User Experience Design" (2010).

35

My modular heated seat design offers expansive benefits for diverse users. This innovation is
especially advantageous for individuals with chronic pain in their back or buttocks. The design
allows for the selective activation or deactivation of heating modules, providing targeted relief
and personalized comfort. See Figure 10. This feature mainly benefits those requiring focused
heat therapy for localized pain areas, enhancing the experience of long drives or prolonged
sitting. Incorporating ventilation into specific seat sections further elevates the design's utility.
This system balances the seat's temperature, preventing overheating—a common issue with
traditional heated seats. The ventilation works alongside the heating elements to maintain an
optimal and comfortable environment, reducing sweat and promoting hygiene.

This modular heated seat design transcends its initial purpose, offering a versatile and
customizable solution that enhances comfort and well-being for many car users.

36

Figure 10. Modular Heated Seat center console touch screen design mock up. 2024.

Affordable Adaptation of Modular Heated Seats

Building on the modular heated seat design for smart cars, there is a compelling opportunity to
extend its benefits to economically disadvantaged groups by adapting the system for broader
accessibility. This design can be turned into an affordable add-on product by recognizing the
financial barriers associated with purchasing new smart cars equipped with advanced features.
Individuals can retrofit their existing vehicles without significant financial investment by
transforming the sophisticated seat design into detachable seating cushion pads. These cushion
pads, equipped with a standard power outlet connection, can be easily installed, and removed,
offering flexibility and convenience.

A simple remote control can be provided to accommodate users who may need access to
integrated touchscreen controls. This remote would allow users to turn individual heating
modules on or off, targeting specific areas for heat therapy as needed. Such an approach
democratizes access to personalized comfort technologies and ensures that the benefits of such
innovations are not confined to those who can afford high-end vehicles. By repackaging the
modular heated seat into a cost-effective, universal accessory, this design can significantly
enhance the driving experience for a wider audience, mainly benefiting those who spend
extended periods in their vehicles and need customized heating solutions to manage pain and
discomfort. This strategic pivot expands the market reach and aligns with broader inclusivity
goals, making advanced car technologies accessible to all, irrespective of economic status.

37

Discussion
Reflection and Insights

This research has made significant strides in addressing the unique needs of women drivers in
automotive design. To alleviate menstrual pain experienced while driving, I have developed a
modular heated seat that offers three distinct modes of interaction, each designed to cater to the
driver's specific needs. First, buttons on the screen allow the driver to turn various seat sections
on or off as required. This provides immediate and customizable relief. Second, the system
includes a feature for drivers to set up times and schedules, enabling the seat to turn on or off
automatically – a convenient solution for regular pain relief. Lastly, the most advanced aspect of
this system is the integration of multimodal sensors. These sensors can detect signs of pain and
automatically adjust the seat settings, offering a seamless and intuitive experience for the driver.

Despite the rapid advancement of AI in automotive technology, sometimes the most effective
solutions are the simplest. In this case, adding a button offering more choices represents a
straightforward yet highly effective approach. This highlights a crucial principle for designers:
the importance of directly engaging with and understanding the needs of our target users. By
asking the right questions and focusing on user-centred design, we can develop practical and
innovative solutions that significantly enhance the driving experience for women.

38

Limitations

This thesis's core revolves around exploring and developing intelligent cockpit interaction
designs tailored specifically for women's scenarios. However, as with all research endeavors, it is
pivotal to delineate the boundaries of this study to ensure a focused and meaningful discourse.

The primary ambit of this research centers on vehicles equipped with advanced interaction
mechanisms. Cars that possess the capacity for smart interactions are the focal point, as these
vehicles promise to offer a more adaptable and user-centric experience. The thesis deliberately
does not deal with vehicles with limited interaction capabilities, as they may offer more
adaptability than intelligent cockpit designs require. Furthermore, the primary demographic
under consideration comprises women with a higher income bracket and commuting daily. This
demographic is chosen because they are more likely to possess or aspire to own cars with smart
interaction capabilities. Hence, they can provide valuable insights into the user experience.

This exploration operates within subjectively qualitative design research rather than quantitative
ergonomics design research. It's crucial to recognize the intrinsic limitations accompanying this
approach. Car design is inherently complex, intersecting with multiple domains such as
engineering, human-machine computing, psychology, and ergonomics. While efforts have been
made to comprehend the subtleties of these disciplines as they intersect with cockpit interaction
design, my investigation needs to encompass exhaustive expertise across these vast areas.

39

Consequently, specific technical, psychological, or ergonomic considerations may need to
receive the detailed examination they warrant. Additionally, by focusing on a particular
demographic—higher-income women who commute daily—this research may not fully
encapsulate the diverse range of experiences and needs among women from varied
socioeconomic backgrounds or with different commuting habits. This delineation underscores
the subjectively qualitative nature of the study, aiming to illuminate rather than define the
spectrum of design considerations within automotive interiors.

Conclusion
Summary

This thesis studies the challenges women drivers face in car cockpits, aiming to devise design
solutions tailored to their unique needs to improve their comfort and enjoyment. The study
breaks new ground in the relatively unexplored area of automotive design for women, utilizing
qualitative research methods, including literature reviews, interviews, field visits, and a case
study. It uncovers substantial gaps in gender inclusivity within the industry, highlighting a
disconnect between recognizing these issues and their actual implementation. The research
identifies key areas of concern for women drivers, such as ergonomic design, storage solutions,
and psychological comfort. A significant contribution of this thesis is the development of a
modular heated seat designed to address women's menstrual pain, exemplifying the practical
application of human-centred design principles, and advocating for greater woman participation
in testing participants and industry roles.

40

Implications

The automotive industry and the academics have largely overlooked the specific needs of women
drivers, and it is time for that to change. It is surprising and unacceptable that such research is so
rare that only ONE out of 23,700 publications studies women as drivers. People should be aware
and concerned about this oversight. The solutions to making cars more comfortable for women
don't have to be complicated or expensive. A simple change, like adding a button, can make a
big difference. It is more about listening to what women need than about high-tech solutions.

This thesis research has taught me about the significant lack of research on women as drivers –
and I hope it inspires others to continue this work. The message is simple: we must start
including women's perspectives in car design. It is not just a technical issue; it is about
understanding and valuing the experiences of women drivers. My goal is for future designers and
researchers to see this issue's importance and build on the foundation this research has laid,
creating cars that are truly designed for everyone.

Future Research

A future area of research to ensure that the Modular Heated Seat design works well would be to
conduct a field study where people can try a prototype while driving. This way, its effectiveness
can be tested with feedback from real users. This step is essential to ensure that the technology

41

works in theory and is also helpful and comfortable for drivers in their daily lives. Other than my
own research interests, more areas can be explored, like safety, smart driving and passenger
interactions. Menstrual pain detection not only can be largely explored in cars, but also has the
potential to succeed in medical examination, human computer interaction, neural network studies
and psychological studies. The end research goal should be to make cars not just a way to get
around but a space that understands and responds to the driver's health and comfort needs. More
research is needed in this field: it desperately needs design attention, engineering attention, social
studies attention, and is a significant business opportunity for those willing to listen.

42

Glossary
Intelligent Cockpit:
In automotive design, an intelligent cockpit refers to the integrated control center of a vehicle
that features advanced technological elements such as interactive displays, voice control systems,
artificial intelligence, and connectivity solutions. This system is designed to enhance the driving
experience by providing easier access to navigation, entertainment systems, vehicle diagnostics,
and more.

Male-centric design:
This term refers to a design philosophy or approach that predominantly focuses on the male
user's needs, preferences, and characteristics, potentially at the expense of other demographics.
In product design, this can result in features, functionalities, or aesthetics that cater specifically
to male users, which may only sometimes accommodate or appeal to female users or others.

Male ideology:
Male ideology pertains to the beliefs, norms, and values traditionally associated with masculine
societal roles and behaviours. This ideology often emphasizes traits like competitiveness,
stoicism, autonomy, and dominance. It can influence various aspects of culture and society,
including workplace dynamics, leadership, decision-making practices, and social interactions.

Smart car:
A smart car generally refers to an automobile with advanced electronics, software, sensors, and
connectivity features that facilitate autonomous driving, real-time traffic updates, cloud-based
services like remote diagnostics, and energy management. These cars aim to enhance driver
safety, improve the efficiency of vehicle operations, and provide a personalized driving
experience.

43

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similar physical impacts. Traffic Injury Prevention, 24(sup1), S1–S8.
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Automotive Smart Cockpit Design Trend Report, 2022 - ResearchInChina. (n.d.).
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Perez, C. C., Invisible Women: Data Bias in a World Designed for Men. New York, NY:
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Frost, B. (2016). Extending Atomic Design | Brad Frost. https://bradfrost.com/blog/post/atomicweb-design/

Insurance Institute for Highway Safety. (2021). IIHS Report on Female vs Male Crash Injuries.
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Reuther, K.K. (n.d.) Advanced Leadership Initiative. Shrink It and Pink It: Gender Bias in
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Sohu. (2023) 碰撞测试+硬核拆车,欧拉闪电猫双管齐下打好纯电轿跑安全组合拳!
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Appendix
A. REB Application
B. REB Approval
C. Participant Consent and Media Release Forms
D. Interview Questions

48

ROMEO - Researcher Portal

Application for Human Research Ethics - REVISED 2017, 2022
Project Info.
File No: 100551
Project Title: Research and Practice of Intelligent Cockpit Interaction Design Based on Women's Car
Scenarios
Principal Investigator: Dr. Garnet Hertz (Faculty of Design + Dynamic Media)
Start Date: 2023/07/13
End Date: 2024/02/29
Keywords: Interaction Design
Project Team Info.
Principal Investigator
Prefix: Dr.
Last Name: Hertz
First Name: Garnet
Affiliation: Faculty of Design + Dynamic Media
Position: Associate Professor
Email: ghertz@ecuad.ca
Phone1: 1-604-789-6582
Phone2:
Fax: 1-604-630-7427
Primary Address: Emily Carr University of Art + Design520 E 1st AvenueVancouver, BC V5T 0H2
Institution: Emily Carr University of Art and Design
Country: Canada
Comments:
Other Project Team Members
Prefix

Ms.

Last Name

Qiao

Common Questions

First Name

Affiliation

Role In
Project

Yue

Faculty of
Graduate
Studies

CoInvestigator

Email

yqiao@ecua
d.ca

1. Project Ethics Details

#
1.1
1.2
1.3
1.4

1.5

1.6

1.7

1.8

1.9

Question
Answer
Anticipated date that work with participants
2023/05/01
will begin.
Anticipated date that work with participants
2024/02/29
will end.
Type of Project
Graduate Thesis Project or Dissertation
If you have chosen "Other" in the selection
above, please describe here
Does the research fall within the jurisdiction
of another research ethics board or body?
No
If so, all approvals need to be in place
before participant research can begin.
If you answer 'Yes' to question 1.5, please
list the names of all of the Research Ethics
Board(s) to which you have applied for this
project.Include the approval date(s). These
dates must match the dates in the
certification documents that you attach to
this application. Please follow this format:
UBC GREB | January 15, 2017 to January
15, 2018
Are you a student (graduate or
undergraduate)applying for ethics approval Yes
for a thesis project?
If you answer 'Yes' in 1.7, ensure that the
Principal Investigator in this application is
your thesis supervisor and add your name
to the "Other Project Member" category at
the bottom of the page. Please click the
info button for important instructions.
Have all of the named researchers
completed the TCPS2:CORE (Course on
Research Ethics)? If yes, upload each of
the certificates using the attachments tab
of this application. No application will be
Yes
processed until all of these certificates are
supplied. If you have comparable
certification from another site, please
upload the certification with an explanation.

1.10

1.11

1.12

If you have uploaded comparable
certification from a source other than the
TCPS2:CORE, please describe here.
(Provide a link to the program or an
institutional description, if available)
For student researchers(if you answered
'yes' in 1.7) - describe any potential
conflicts of interest for the researchers
such as non-academic benefits, (eg.
financial remuneration, patent ownership,
employment, consultancies, board
membership, share ownership, stock
options, etc.) expected by the researchers,
partner organizations, or collaborators as a
result of the research. Also describe any
non-disclosure agreements or any other
restrictions anticipated to affect the
research
Attachments checklist - Ensure that the
following documents are attached to this
application using the Attachments tab.
Incomplete application will not be
reviewed.- TCPS2:CORE certificates (or
equivalent) for each of the researchers.- All
Recruitment materials (also see 'Research
Participants and Recruitment' tab)- All
consent and release materials (also see
the 'Consent' tab)- Other relevant
documents

2. Risk & Review

#
2.1

2.2

Question
Answer
(Optional) Would you like to determine the
level of risk and review required for this
project?
From the 'Risk and Review' assessment,
the proposed research project is expected
to require the following (choose one). Do
Level 2 - Low Risk
not attach the 'Risk and Review'
assessment

3. Summary of Proposed Research

#

Question

Answer

3.1

The Smart Cockpit Interaction Design
Research for Women's Car Scenario aims
to explore and identify design solutions that
can improve the driver's experience in a
car cockpit. The research focuses on the
needs and preferences of women drivers,
who often have different cognitive and
Summary of Proposed Research: Describe
technological demands. The research
the purpose of the proposed research
involves an integrated analysis of the
project in non-technical language (200
current state of cockpit design through
words max, please see info button for
desk research, interviews, and field visits.
details)
The findings will be translated into design
practice that can cater to the specific needs
of women drivers. The goal of this research
is to enhance the overall safety, and
enjoyment of car cockpits and to promote
gender consideration in the automotive
industry.

3.2

Conducting user interviews allows for direct
insights into the experiences and
preferences of women drivers. There will a
co-design sessions (asking for your design
idea suggestions), and a prototype testing
session when the design is completed.
Here are some questions that I planned to
ask: -How familiar are you with
technology? Have you used CarPlay or
Android Auto?-How comfortable are you
with using technology in cars? -Are there
any safety concerns you have that are
specifically related to the car's cockpit
design as a woman? -What measures or
features make you feel more secure and
confident while driving being a woman?Are there any specific aspects of the car's
cockpit design that affect your comfort
Methodology (200 words max):Describe
negatively as a woman? -Are there any
this project's methodological approach to
adjustments or features you'd like to see
participant research activities. Include
that would enhance your driving
details on what will be expected of
experience?-How important are
participants. Attach survey, interview
personalization and aesthetics in a car's
questions and other documents related to
cockpit for you? Do you prefer a specific
the research methods. Include a timetable
colour scheme, material, or interior design
for participant research activities.
that reflects your style and preferences? How would you like to see these aspects
integrated into the intelligent cockpit
design?-Are there any tasks or actions that
you find difficult or uncomfortable to
perform while driving or riding in a car as a
woman?-Can you describe a time when
you felt unsafe or uncomfortable while
being in a car as a woman? What caused
that feeling? -How do you typically interact
with the dashboard, controls, and displays
in a car? Are there any features or designs
that you find confusing or difficult to use?How does it empower you being a woman
in a car?-What features do you think can
be added in cars that will benefit you as a
woman?-Do you have any final thoughts or
suggestions you would like to

share?Following the interviews, a codesign workshop will be conducted. In the
workshop, participants will engage in the
design process alongside researchers,
contributing to idea generation and
prototype development. Their input will
inform the development of intelligent
cockpit interaction designs that cater
specifically to women drivers' needs.

3.3

Professional Expertise / Qualifications:If
any of the research activities require
professional expertise or recognized
qualifications (eg. first aid certification,
registration as a clinical psychologist or
counsellor, health practitioner qualifications
or expertise, etc), describe them here.

4. Research Participants and Recruitment

#

4.1

4.2

4.3

4.4
4.5

Question

Answer
The research project will target women
drivers as participants. There are no
specific age or educational criteria, but
Participants: Indicate the groups that will
participants must have a valid driver's
be targeted for recruitment in the research license and must have driven a car within
project. Describe any specific inclusion or the last 6 months. The study aims to
exclusion criteria (example: undergraduate include participants from diverse cultural
students, specific age ranges, genders,
and socio-economic backgrounds. There
etc)
are no exclusion criteria based on race,
ethnicity, religion, or sexual orientation.
Participants will be recruited through online
and personal referrals.
8-10 women drivers with driving
Number of Participants: What is the
experience. Preferably from different
expected number of participants?
geographical locations.
Recruitment: Describe how participants will
Participants will be recruited through social
be recruited, and by whom. Attach any
media platforms (Facebook group chats,
materials that might be used for
LinkedIn, Redbook community) and friends'
recruitment (eg. email text, posters, fliers,
referrals through invitations.
advertisements, letters, telephone scripts).
Incentives: Will participants be offered
Yes
incentives to encourage their participation?
If yes to above, describe the incentive
Monetary
plans and the rationale for using incentives.

4.6

4.7

4.8

4.9

4.10
4.11

4.12

Participants and vulnerability: Are there
circumstances that cause the participants
No
or participant group(s)to be vulnerable in
the context of research?
If yes to above, describe the particular way
participant vulnerability may be affected by
the research and any measures that are
planned to address potential risks
associated with these vulnerabilities.
Are people from First Nations, Inuit, Metis
or other Indigenous backgrounds being
No
specifically invited to participate in this
research?
If yes to above, describe any additional
reviews/approvals/consultations/cultural
protocols required to complete this
research. Ensure your rationale for
engaging with specific individuals or
communities is described in 3.1.
Research Locations : Select all locations
Emily Carr University|Other (describe)
where participant research will occur.
Provide details of the locations listed above Online through Zoom.
Participant Access to Research Results:
The research data will be made accessible
Describe your plans to provide or share
to participants upon their request. All
results of your research with participants.
participants will be invited to attend the
This might include invitations to final
final thesis presentation, and these
presentations or exhibitions, or copies of
invitations will be clearly communicated to
publications produced. Content here
them through verbal and written consent
should be consistent with descriptions in
forms.
the consent forms provided.

5. Risk vs Benefit

#

Question

Answer

5.1

5.2

5.3

5.4

The research will provide insights into the
needs and preferences of women drivers,
which will contribute to the design of more
user-centred intelligent cockpits. The
findings of this research can be used by
automotive manufacturers, designers, and
engineers to develop more genderDescribe any known or anticipated direct or sensitive and inclusive designs for car
indirect benefits to the research community cockpits, ultimately resulting in safer and
or society that may emerge from the
more enjoyable driving experiences for all
proposed research.
drivers, regardless of gender. It also can
highlight the need to consider gender in
technology design and development and
promote awareness of the biases and
stereotypes that exist in current technology
designs. This can encourage more
inclusive and equitable practices in
technology design and development.
Risks of Research: Check any that apply - Social Risks (including privacy issues,
list all risks likely to be faced by
economic position, status, relations with
participants in the proposed research.
others)
Describe the risks identified and
It might require the information of
contextualize them related to risks faced by
participants' current vehicle, which
participants in every day activities. See info
indirectly reflects their economic status.
button for details.
Participants have the right to decline to
share any information that they consider
Risk Mitigation: Describe how the
confidential. Confidentiality will be
researchers will mitigate the risks identified maintained throughout the interview, coabove. Describe whether the researchers creation workshop, and prototype testing. If
have the skills to deal with identified risks participants feel uncomfortable or decide to
or whether additional experts will be
withdraw from the research at any point,
recruited. Describe any resources that will the activity will be stopped immediately.
be made available to participants.
This will be clearly communicated to
participants verbally and in writing during
the activity.

6. Consent

#
6.1

Question
Consent Documents: Check all of the
following consent and release documents
that will be used in this project.

Answer
Combined Invitation and Consent Form

6.2

Describe any special consent provisions
selected above

Participants will receive the research
invitation and consent form.

7. Confidentiality and Security

#

Question

7.1

Confidentiality: Indicate the level of
confidentiality built into the research
design.

7.2

Describe the rationale for the collection of
identifiable research materials

Answer
Anonymous - the research materials (data)
is not collected in relation to any identifiers
(for example: anonymous surveys) and the
risk of identification is very low
The rationale for the collection of
identifiable research materials is primarily
to enrich the research quality and provide a
comprehensive, personalized
understanding of the experiences,
preferences, and needs of women drivers.
However, it's crucial to note that the project
prioritizes participant privacy and
confidentiality above all.For this reason, all
identifiable research materials will undergo
anonymization processes to eliminate any
potential risks of identification.

7.3

The information collected in this study may
include the following: -Name, phone
number and email for the purposes of
contacting you only. Name and contact
information will be kept separate from the
interview data (interview
recordings/transcripts of interviews). The
interview data will be coded and then
grouped with responses from other
participants. Name and contact information
will not be linked to the data set.Responses to the interview questions
which may include personal details and
audio/video recording of the interview. If
photos or recordings are used in the final
reports or publications, identifying features
Storage & Destruction of Confidential
will be made anonymous. For instance, if a
Material: Describe in detail how identifiable photo is published, faces or other
materials/data will be collected, stored,
identifying features will be replaced with
retained and destroyed at the end of the
stock photos. All of the information that you
data lifecycle.
provide to this study is considered to be
confidential. During the course of the
research and for 5 years following the
conclusion of this study, the data and
confidential materials will be securely
stored on encrypted hard drives. These
materials will only be accessible to Jocelyn
Yue Qiao and Dr. Garnet Hertz. The
confidential materials will be destroyed in a
secure manner after 5 years. Results of
this study may be published in various
formats such as reports, graduate student
thesis, design process books, as well as on
digital platforms like websites and videos.
The findings might be shared through
presentations at conferences and
colloquia.

7.4

During the course of the research and for 5
years following the conclusion of this study,
the data and confidential materials will be
Location of Data: Describe the location for securely stored on encrypted hard drives.
long-term storage of confidential materials These materials will only be accessible to
Jocelyn Yue Qiao and Dr. Garnet Hertz.
The confidential materials will be destroyed
in a secure manner after 5 years.

8. Monitoring

#

8.1

8.2

8.3
8.4

Question
Once REB approval has been obtained, it
is the responsibility of the PI to maintain
the ethics file in up-to-date good standing
and make appropriate reports (such as
Severe Adverse Event reporting) and
No
amendments (please see Info button for
more details).Is it expected that the
proposed research will require additional
monitoring beyond the minimum annual
requirement?
If you answered yes to the above, please
describe your plans for this.
Is it expected that the proposed research
will continue beyond the conclusion of this No
project?
If yes to above, describe in detail.

Answer

Attachments
Doc / Agreement

Consent Materials

ECU-REB Approval
Certificate

Recruitment Scripts

Version Date

File Name

Description

2023/07/10

Consent and
Research
Invitation.pdf

Consent and
Research Invitation

2023/07/13

20230713_Hertz_Qiao
_Approval_Certificate.
pdf

N/A

2023/07/10

Participant
Recruitment
Notice.pdf

Recruitment Notice

TCPS2:CORE
certificate (or
equivalent)

TCPS2:CORE
certificate (or
equivalent)

2023/06/09

Garnet
Hertz's_tcps2_core_c
ertificate.pdf

TCPS2: Dr. Garnet
Hertz

2022/09/30

tcps2_core_certificate.
pdf

TCPS2 Core
Certificate

Emily Carr University Research Ethics Board (ECU-REB)
Research + Industry Office
520 East 1st Avenue
Vancouver, BC V5T0H2
ethics@ecuad.ca

CERTIFICATE OF RESEARCH ETHICS APPROVAL

The Emily Carr University Research Ethics Board approves the following project:
File #
100551

Title
Research and Practice of Intelligent
Cockpit Interaction Design Based on
Women's Car Scenarios

Principle Investigator:
Dr. Garnet Hertz

Other Investigators
Jocelyn Yue Qiao

The current approval dates are:
Approval Date
July 13, 2023

Expiration Date
February 29, 2024

The nature of the approval is as follows:
Type of Event
New Approval Process

Type of Review
Delegated Review

Approved Documents
ECU-REB application form; consent
form; recruitment notice

It is the researchers’ responsibility to meet all research ethics requirements in the jurisdictions in which the research takes place.
The procedures and protocols described in this certification must be followed closely. Note the following conditions associated
with this approval:
•

•

For multi-site or partnered research, researchers are required to comply with all research ethics requirements that
apply. Researchers are expected to share notice of this approval with partners, sites of research, or other research
ethics review boards, as applicable.
If changes to the approved application and documents are required by new partners, sites of research or other
research ethics boards, researchers are required to inform the ECU-REB of these changes.

Researchers are required to report anticipated changes, adverse incidents, and project completion for further research ethics
review. All reporting is managed through the research portal on the Research Management System Process Pathways Romeo https://ecuad.researchservicesoffice.com/. Login and complete “event” reports for changes, adverse conditions, renewals, and
the completion of this research ethics file.
This research ethics approval is in compliance with Tri-Council guidelines (TCSP2 2018) and Emily Carr University policies and
procedures.

Nick Conbere
Chair, Emily Carr University Research Ethics Board
Emily Carr University of Art + Design

Research Invita-on & Consent Agreement
Project Title:

Research and Prac2ce of Intelligent Cockpit Interac2on Design Based on Women’s Car Scenarios

Principal Inves2gator:

Co-Inves2gator:

Dr. Garnet Hertz, Associate Professor

Jocelyn Yue Qiao, Graduate Student

Faculty of Design + Dynamic Media

Faculty of Graduate Studies

Emily Carr University of Art and Design
Phone: +1 604 789 6582
Email: ghertz@ecuad.ca

Emily Carr University of Art and Design
Phone: +1 778 798 6522
Email: yqiao@ecuad.ca

INVITATION
You are invited to par2cipate in a research study. This research aims to explore and iden2fy design solu2ons that can improve
the driver's experience in a car cockpit. You are being invited to par2cipate in this study because we are looking for
par2cipants whose experience reflects the needs and preferences of drivers who iden2fy as women.

WHAT IS THE STUDY ABOUT?
The purpose of the Research and Prac2ce of Intelligent Cockpit Interac2on Design Based on Women’s Car Scenarios study
aims to explore and iden2fy design solu2ons that can improve the driver's experience in a car cockpit.

WHAT’S INVOLVED?
As a par2cipant, you will be asked to par2cipate in interviews, co-design sessions (asking for your design idea sugges2ons),
and prototype tes2ng. The research methods include interviews, observa2ons, co-designs, user-tes2ng and the par2cipa2on
will include being audio recorded and photographed. Par2cipants are invited to par2cipate in three sessions at 2mes that are
convenient for you. Par2cipa2on at each session will take approximately 1 hour including the introduc2on, discussion of the
consent forms, and the actual research ac2vi2es. The interviews will be conducted online through Emily Carr University Zoom
or in person.

Due to the nature of this research, the researchers plan to collect recordings of you during the research, including recording
your conversa2on with the researcher, your movements, and your gestures. The recording methods might include audio,
video, photographs, and screen captures. The purpose of collec2ng recordings during the research is to transcribe the
research findings into the form of a research summary. The transcripts will be available to par2cipants upon request.

POTENTIAL BENEFITS AND RISKS
Par2cipants are en2tled to receive an incen2ve of $10 cash at the start of the research session. This is to compensate for the
2me spent and effort in assis2ng us with our research project.
Possible societal benefits of your par2cipa2on in this research include genera2ng new insights into the needs and preferences
of drivers who iden2fy as women. These insights are expected to contribute to the design of more user-centered intelligent
cockpits. The findings of this research can be used by automo2ve manufacturers, designers, and engineers to develop more
gender-sensi2ve and inclusive designs for car cockpits, ul2mately resul2ng in safer and more enjoyable driving experiences
for all drivers, regardless of gender. It also can highlight the need to consider gender in technology design and development
and promote awareness of the biases and stereotypes that exist in current technology designs. This can encourage more
inclusive and equitable prac2ces in technology design and development.

There may be risks associated with par2cipa2on. It might require the disclosure of private informa2on, such as the
par2cipants' current vehicle, and other experiences which indirectly reflect economic status. Par2cipants have the right to
decline to share any informa2on. Confiden2ality will be maintained throughout the interview, co-crea2on workshop, and
prototype tes2ng. If par2cipants feel uncomfortable or decide to withdraw from the research at any point, the ac2vity will be
stopped immediately. This will be clearly communicated to par2cipants verbally and in wri2ng during the ac2vity.

VOLUNTARY PARTICIPATION
Par2cipa2on in this study is voluntary. You are not obliged to par2cipate. If you decide to take part in the research, you can
decline to answer any ques2ons or par2cipate in any 2me in the research. You can withdraw from the study without giving a
reason. You can also request the withdrawal of your contribu2ons to the data. You can withdraw from the research without
penalty or loss of benefits you were en2tled to receive at the start of the research.

The researchers aim to provide informa2on for you about what to expect at all stages of the research.

DATA MANAGEMENT
The informa2on collected in this study may include the following:
-

Your name phone number and email for the purposes of contac2ng you only. Your name and contact informa2on will be
kept separate from the interview data (interview recordings/transcripts of interviews). The interview data will be coded
and then grouped with responses from other par2cipants. Your name and contact informa2on will not be linked to the
data set.

-

Your responses to the interview ques2ons which may include personal details and audio/video recording of the interview.
If photos or recordings are used in the final reports or publica2ons, iden2fying features will be made anonymous. For
instance, if a photo is published, faces or other iden2fying features will be replaced with stock photos.

All of the informa2on that you provide to this study is considered to be confiden2al.

During the course of the research and for 5 years following the conclusion of this study, the data and confiden2al materials
will be securely stored on encrypted hard drives. These materials will only be accessible to Jocelyn Yue Qiao and Dr. Garnet
Hertz. The confiden2al materials will be destroyed in a secure manner a^er 5 years.

Results of this study may be published in various formats such as reports, graduate student thesis, design process books, as
well as on digital pla_orms like websites and videos. The findings might be shared through presenta2ons at conferences and
colloquia.

DIRECT QUOTATIONS & USE OF NAMES
Due to the nature of this research, the researchers request that some direct quota2ons be included in the research. The
purpose of including your name is to empathize with actual user data.

Although your decision can be changed during the course of this research, please indicate your preference for the use of
direct quota2ons and the use of your name in the research:
Yes, I consent to the use of direct quota2ons in this research.
No, I do not consent to use of direct quota2ons in this research.
If yes,
Yes, I consent to the inclusion of my iden2ty (name) in this research.
No, I do not consent to the inclusion of my iden2ty (name) in this research. I choose to remain anonymous.

The researchers & I agree to the use of this alias: _____________________________________________________

CONTACT INFORMATION AND ETHICS CLEARANCE
If you have any ques2ons about this research, you are invited to contact Jocelyn Yue Qiao by Email: yqiao@ecuad.ca or
phone: +1 7787986522 or Dr. Garnet Hertz by Email: ghertz@ecuad.ca or phone: +1 604 789 6582.

This study has received ethics clearance through the Emily Carr University Research Ethics Board#100551, July 13, 2023. If
you have any comments or concerns about ethical issues in the research, you are invited to contact - Research Ethics Board
Coordinator, ethics@ecuad.ca.

CONSENT AGREEMENT
I agree to par2cipate in the research described above. I have made this decision based on the informa2on I have read here. I
understand that I may ask for more informa2on at any 2me.

I understand that my par2cipa2on is voluntary, and that I may withdraw this consent at any 2me by contac2ng any of the
people listed on this form.

By consen2ng to this research, I have not waived any legal recourse in the event of research-related harm.

Name: ________________________________________________________________________

Signature: __________________________________________Date: _______________________

Thank you for your assistance in this project.

Interview Questions
1. How familiar are you with technology? Have you used Carplay or Android Auto?
2.

How comfortable are you with using technology in cars?

3. Are there any safety concerns you have that are specifically related to the car's cockpit design as a
woman?
4. What measures or features make you feel more secure and confident while driving being a
woman?
5. Are there any specific aspects of the car's cockpit design that affect your comfort negatively as a
woman?
6. Are there any adjustments or features you'd like to see that would enhance your driving
experience?
7. How important are personalization and aesthetics in a car's cockpit for you? Do you prefer a
specific color scheme, material, or interior design that reflects your style and preferences?
8. How would you like to see these aspects integrated into the intelligent cockpit design?
9. Are there any tasks or actions that you find difficult or uncomfortable to perform while driving or
riding in a car as a woman?
10. Can you describe a time when you felt unsafe or uncomfortable while being in a car as a woman?
What caused that feeling?
11. How do you typically interact with the dashboard, controls, and displays in a car? Are there any
features or designs that you find confusing or difficult to use?
12. How does it empower you being a woman in a car?
13. What features do you think can be added in cars that will benefit you as a woman?
14. Do you have any final thoughts or suggestions you would like to share?

45