This presentation explores the experiences that users have with cars in terms of pleasures, distinguishing four key areas: human senses, cognition and emotions, social interrelations, and ideals and values. Different cars and brands may have diverse design briefs and emphases, leading to distinct experiences of pleasure (or lack of it). However, ‘product pleasures’ are not design properties; these are the result of an interaction between a user and a car in a particular context. For this reason, traditional concepts such as problem-solving, usability, ergonomics, or satisfaction can be insufficient to define the preconditions for a desired experiential outcome with a car. Antonio will give examples to illustrate this approach and its underexploited potential to unleash new design opportunities with richer and more holistic user experiences with cars.

• Get to know a distinctive approach to designing pleasurable in-car user experiences
• Understand the tangible impact of “designing for product pleasures” in car HMI
• See examples of overlooked opportunities in car UX