Understanding and designing for car customers who have grown up with digital technologies – the ‘Digital Native’



In recent years there has been a growing trend in design which recognises the opportunities that arise from being aware of, and designing for, the behaviours of ‘digital natives’, otherwise known as ‘Generation Z’.  This trend involves developing an understanding of the aspirations and behaviour of people who have grown up in an environment where information is instantly available and constant connectivity to others is an expectation. This ‘always connected’ generation has the potential to exhibit challenging new behaviours and expectations in the context of automotive Human Machine Interface (HMI). The project will comprise of two key stages, with the first involving user centred research to develop an understanding of cross-cultural behaviours of digital natives in the automotive context. The second phase of the project will involve the development of exemplar in car HMIs which account for the needs and behaviours of ‘digital natives’, whist fostering a safe driving experience.



The collaboration with Jaguar Land Rover on this project provides an exciting and challenging opportunity to work with both academic and industry based supervisors in the development of truly innovative interface design concepts founded upon a clear understanding of the challenges associated with design for ‘Digital Natives’.



The PhD supervisors, Dr Steve Summerskill and Mrs Tracy Ross have long-established research expertise in the design and testing of novel physical and virtual interfaces, vehicle design using the combination of digital human modelling and physical mock-ups and the assessment of existing systems using a range of objective and subjective techniques.



Ideally candidates would have a multidisciplinary background in the areas of design, engineering and/or ergonomics/human factors/ psychology, but predominantly should be willing to develop new skill sets as required by the project.



Internationally renowned for its research excellence, Loughborough University has a vibrant research student community of around 1200 students supported by a £6 million annual investment and has been voted The Times Higher Education ‘Best Student Experience’ in England for six years running. Loughborough Design School’s research ranked highly in the most recent UK government Research Excellence Framework (REF2014) assessment.



Applications are invited from well qualified students with a first class or upper second class degree and or a Master’s degree, who want to embark upon a full-time research degree programme commencing the Autumn or Winter terms of 2015/2016. The studentship provides a tax free stipend of £14,057 per annum plus tuition fees at the UK/EU rate (from October 2015) per annum for a period of three years. Non UK applicants must meet the minimum English language requirements, details available here: http://www.lboro.ac.uk/international/englang/index.htm. For an informal discussion please contact Dr Steve Summerskill, Senior Lecturer in Design Ergonomics and Industrial Design. Email: [log in to unmask]<mailto:[log in to unmask]>



Apply online at https://lucas.lboro.ac.uk/web_apx/f?p=100:1



Please quote the following reference when applying: SJS-TR-JLR-2015



Deadline for applications: Friday 21st August 2015. Ideally the studentship would start in October 2015. An alternative start date of January 2016 would be considered.

http://www.jobs.ac.uk/job/ALR098/fully-funded-phd-studentship-in-collaboration-with-jaguar-land-rover-jlr/



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Tracy Ross

Research Fellow and Associate Dean (Enterprise)

Loughborough Design School, LDS.2.05

Loughborough University, LE11 3TU, UK



Tel +44 (0)1509 226913

www.lboro.ac.uk/lds<http://www.lboro.ac.uk/lds>

@LboroDesign

@TracyRossLboro



Enterprise: academic engagement with business, public & voluntary organisations

to create social, cultural & economic impact through knowledge exchange



Most recent publication:

May, A., Parker, C. J., Ross, T., & Taylor, N. (2014). Evaluating a concept design of a

crowd-sourced 'mashup' providing ease-of-access information for people with limited

mobility. Transportation Research Part C: Emerging Technologies, 49, 103-113.

Open Access. doi:10.1016/j.trc.2014.10.007<http://dx.doi.org/10.1016/j.trc.2014.10.007>



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