Voice Assistants (VAs) have gained traction in cars, promising safer, more convenient driving experiences (Braun et al, 2021). These Intelligent Voice Assistants (IVAs) offer hands-free control over navigation, entertainment, and climate, reducing distractions and enhancing safety. IVAs also provide context-aware interactions, improving personalization.

Voice control combines button convenience with touchscreen versatility, offering direct access without menu navigation. Automakers leverage IVAs to enhance brand perception, loyalty, and revenue streams, as positive experiences drive brand attachment.

However, despite early adoption, user satisfaction lags (CRI, 2019). Notably, Lynk & Co’s IVA elicits numerous complaints due to its underwhelming real-world performance within the complex car environment, causing frustration and distraction.

This jeopardizes brand image, as negative IVA experiences taint overall brand perception. Users might underutilize or abandon the technology, squandering potential. Overestimation of capabilities is common (CRI, 2019), often blaming technology while neglecting usability and context.


The crux lies in the socio-technological challenge of user engagement, surpassing technical issues. To address this, the thesis seeks strategies to bridge user-technology gaps, optimizing IVAs. Tackling usability necessitates understanding user-technology misalignment, considering interaction patterns, learning curves, and context. By doing so, IVAs can genuinely enhance driving experiences, ensuring safer, more convenient, and satisfying journeys.

The thesis employs the ‘double diamond’ design model and ‘user-centered design’ method, incorporating literature and field research. User analysis identifies trust and control as key needs, while brand identity is synthesized.

Four essential design questions frame requirements:

Functions: What should it offer?
Interaction: How should it occur?
Visuals: What appearance should it have?
Behavior: How should it act?
Combining these requirements with user needs and brand identity defines the design space, creating a tailored concept for the European market.


Beyond visuals, the core concept involves proactive behavior, humanizing the IVA for perceived competence and trust, encouraging technology adoption. It empowers users by proactively showcasing functions and human characteristics.

The IVA’s position ranges from driver-facing DIM to distant CSD, adapting based on vehicle activity, harmonizing with brand identity.

Balancing concerns like distraction and customization optimally addresses user needs, brand identity, and requirements.