Co-Creation and Personalisation in Autonomous Mobility: A Qualitative Exploration of User Expectations

Noll, Phillipp and Eiber, Nils Andreas (2026) Co-Creation and Personalisation in Autonomous Mobility: A Qualitative Exploration of User Expectations. In: FEJLŐDÉSI PÁLYÁK ÉS ÚJ TÖRÉSVONALAK A FENNTARTHATÓSÁGI ÁTMENET IDŐSZAKÁBAN : Nemzetközi tudományos konferencia a Magyar Tudomány Ünnepe alkalmából. Soproni Egyetem Kiadó, Sopron, pp. 626-645. ISBN 9789633345795

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Abstract

The development of autonomous vehicles is progressing at a rapid pace. This development is accompanied by the ongoing digitalisation of vehicle interiors. To ensure targeted development, user expectations regarding personalisation and co-design are becoming increasingly relevant. Previous research has focused in particular on the aspects of safety, efficiency and technological acceptance. In contrast, little is known about the extent to which users could exploit the potential of autonomous vehicles for personalised services and the extent to which they actively participate in the design of such offerings. This study addresses this gap by qualitatively examining the expectations of potential users with regard to the personalisation and co-design of AVs. Based on concepts such as platform theory and user experience research, interviews were conducted in focus groups with a diverse selection of participants. Following the interviews, the transcripts were analysed using qualitative content analysis. The results of the qualitative content analysis emphasise the relevance of integrating user-oriented principles into the development of AV platforms. This study contributes to the understanding of new value dimensions in autonomous mobility and offers practical implications for mobility providers. Furthermore, it contributes to promoting long-term acceptance among users.

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