Capturing Passengers' Trust in Shared Autonomous Vehicles : The impact of Communication Style, Ease of Use, and Freedom of Choice

Abstract: A growing body of international research on urban transport shows that women from all over the world are experiencing safety issues within today’s transport systems. Furthermore, these reports shed light on and discuss how gender bias within the transport sector contributes to this problem. To design future mobility services that everyone will use and enjoy, it is thus important to understand women’s travel needs and to involve a diverse group of users in the development process. With a vision of shaping mobility for a sustainable future NationalElectric Vehicles Sweden (NEVS) is developing a mobility solution consisting of connected, autonomous, and electrified vehicles designed and optimized for shared mobility within city environments. To address this issue in NEVS service this thesis applied an exploitative research approach to examining factors that affect women’s willingness to share rides with others(potential strangers) in a context where there is no driver physically present. The methodology, inspired by the ’Design Thinking’ framework consisted of two main phases:(I) Problem definition and (II) Concept development. To understand women’s safety issues within today’s transport system and frame the design challenge an extensive literature study covering the topics of women’s safety in public transport, technology acceptance, trust, and human-centered design was conducted. To further define user needs and encourage the end-users to take an active role in co-designing solutions for themselves two focus group workshops were held. The initial research and the results from the workshops further formed the basis for the subsequent Concept Development phase. A need for control over the shared travel situation revealed by the participants’ great demand for information led this phase to examine passengers' needs in relation to an In-Vehicle Information System (IVIS). Two prototypes were developed and further tested together with users to evaluate the proposed solutions. The results showed that the anthropomorphic system features used to create a more human-like interaction had a positive impact on the participants’ overall user experience and their perceived safety during a ’shared ride’ scenario. Having a female voice communicating system information made the participants feel less nervous, more comfortable, and more secure compared to when the same information was communicated solely by a visual interface. Other factors that had a major impact on the user experience in general and the perceived security were perceived Ease of Use (PEOU) and freedom of choice. The results showed how not understanding how to interact with the vehicle’s physical features had a negative impact on perceived safety while freedom of choice such as being able to book a specific seat in the vehicle is indicated to have a positive impact on people’s willingness to share their journey with a stranger.