It's really important to exercise right and mixed customers with the targeted class of vehicles. Use proven tools like HOQ to convert customer requirements to design and engineering specifications. Requirements should be within the project boundaries for cost, time and quality. Feedback at each stage of NPD gate is vital and cross check with the Parameters fixed while the project was started.

Based on my experience in automotive interior design, particularly in automotive seats, I have found that user feedback is essential for creating truly innovative and functional products, as well as understanding the target audience for each type and model of car. Targeted feedback collection, whether through interviews, virtual surveys, or prototype testing with real users, allows for a deep understanding of user preferences, desires, and pain points. Adopting a continuous cycle of feedback and research, from the initial concept stages to post-launch, is crucial to ensure that the final product not only meets but exceeds customer expectations.

User feedback is always difficult. Because you will receive especially bad feedback. People who are happy will not take time to answer. And feedback is always common late. That is why OEM are doing clinic test before the launch of the vehicle. This is good to receive feedback before the launch of the car . About my expertise, lighting, it is not so easy to receive feedback. About design can can have. About performance it is more difficult. And people who is leaving in Paris will not have the same requirement compared to a guy leaving in Lapland

In my 12 years of procurement, I've learned that clear communication and user involvement are crucial. One project was tasked with finding a tool to check the torque of bolts that had already been tightened. Due to a miscommunication, tool we procured was designed for tightening bolts, not for measuring their existing torque. This oversight led to delays, additional costs, and frustration for our team. To prevent this, I focus on: Detailed requirements: Understanding the exact needs. User input: Involving those who'll use the tool. Testing: Trial the tool before procurement. while following these principles, we've significantly reduced the likelihood of procurement errors and ensured that our tools precisely meet the needs of our teams.

In automotive design, it's crucial to align innovation with the tastes of your target audience. For older, premium customers, classic elements like a mechanical speedometer dial can offer a nostalgic, tactile experience that resonates more than digital alternatives. By understanding these preferences, we can craft interiors that honor tradition while integrating modern advancements. It's not just about feedback—it's about knowing what truly matters to those who value heritage and elegance.