Tesla Autopilot Onboard

January – May 2024
INST367 at the University of Maryland

Overview

Making Autopilot Safe and Effective for All

Tesla’s Autopilot system has been revolutionary in the field of assisted driving. Revolutionary, but not perfect.
This system has led to hundreds of accidents due to malfunctions in tracking data. While the technology is great, Tesla’s marketing of the service has led customers to believe their automobiles can drive on their own. In reality, these systems are unable to function without human oversight.
The new onboarding process aims to inform new drivers on the dangers of not being attentive while using Tesla Autopilot while enhancing the “futuristic” feel of the vehicle that owners are promised.

Problem

Research into Tesla’s current advertising and the people who purchase their cars proved that the lack of human oversight can be attributed to three things: Tesla markets Autopilot as a self-driving car when it is not, owners buy Teslas because they want futuristic technology, and owners will go to any lengths to get the most out of their technology.

Our Goal

If we are to tackle this problem, we have to educate the owner of the dangers so they understand that these workarounds are dangerous to themselves and others. At the same time, we cannot remove the futuristic allure that Tesla has built up over the years, otherwise we will lose our customer base.

Solution 1

Mandated Safety Walkthrough

First iteration start screen

First warning

Second warning

Third warning

Final warning w/ flashing lights and required user interaction

Improving the safety information distribution will improve knowledge of Autopilot limitations, but fails to engage owners.

Tesla’s current safety brief is extremely mundane and easy to breeze past. My initial thought was that improving that aspect of Autopilot would help users to understand that the feature does not turn a Tesla into a self-driving vehicle. My initial paper prototype of this improved experience included: ample white space to direct the user’s eyes to the important information, including symbols and enlarged text to heighten engagement, and adding a countdown before users can advance to the next page to prevent quickly spamming the continue button like many users are used to with these types of safety briefs.
While the semblance of a good idea was here, my user testing of this implementation left a lot to be desired. Yes, this solution gives concrete information, but it lacks any kind of meaningfulness or truly engaging aspect. I was forced to go back to the drawing board and find a solution that would really get the user hooked and make them want to pay attention to our message.

Solution 2

Safety Video Opening

Implementing a flashy video presentation not only engages the user and enhances the Tesla brand, but also allows for more meaningful storytelling to get our message across.

For my second attempt at a solution, I aimed to make a more immersive experience that would force users to pay attention. This new “safety video” would be unlike any other boring safety video that many of us are forced to watch before we start a new job or go on a thrill ride. My idea was for an immersive onboarding experience to add to the futuristic feeling of a Tesla while also blending into a safety warning about misuse of Tesla Autopilot.
Blending the tinting of the vehicle’s windows, a rumbling seat, surrounding lights that sync to the content, and the already huge console screen of Tesla’s vehicles, the front seat could instantly be turned into a 4-D movie watching experience. Upon first startup of the vehicle, an intro video plays. While the contents of the video are not the main focus, the goal of the intro is to give users a sense of awe and add to the “unboxing” experience of the car. Then, when users are least expecting it, the video transitions into a deadly crash due to the driver not paying attention while using Autopilot. The sudden shift in tone would shock the users, making the entire process significantly more memorable. After this, the safety message from the previous solution would instruct users on how to avoid such a crash.
In my opinion, this solution does significantly better at addressing the main desires of Tesla owners while informing them of the dangers of misuse. As this experience is intended to enhance the feel of the car and not hinder it, owners are more likely to give their full attention to the video. Also, the various features that turn the vehicle into a cinematic viewing experience can easily be used outside this context, like when watching Netflix at a Supercharger. This means that, instead of taking away features, we are adding to the experience of the car, improving the connection between Tesla and their consumers and increasing the likeliness that they take our warnings to heart.

Results/Future Additions

Sharing this project with others proved that the awe created with the experience as a whole as well as the shock of the sudden tone shift was effective in capturing people’s attention. However, this doesn’t mean the solution is perfect; there is always something to be improved.
In a future rendition, I would like to find a way for people that aren’t the owner of the car to experience this process. For example, if a father purchases a Tesla for his family and goes through the new onboarding process himself, there should be a way for the rest of his family to get the same effect. Also, while the shock of the crash would be memorable for most, it could be deadly for others. I would hope to come up with a solution to cater to those who may have epilepsy or poor heart condition who may be sensitive to flashing lights and startling noises.
While this design is far from perfect, I believe it is a great step in bridging the gap between the tech-savvy Tesla drivers, Tesla as a brand, and those worried about Autopilot related accidents.