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Reliable AI systems only emerge through design, technological understanding and data flow know-how.","7f7f3863-c029-4637-b34c-166a8dedda81",[1368,1521,1530,1588],{"_uid":1369,"intro":1370,"content":1392,"component":386},"9db552fe-b765-43ec-8d12-0aba783fa13f",[1371],{"cta":1372,"_uid":1373,"text":1374,"headline":1381,"component":320},[],"06efcc4e-a646-4319-8ac9-83d6bab26d90",{"type":17,"content":1375},[1376],{"type":20,"attrs":1377,"content":1378},{"textAlign":22},[1379],{"text":1380,"type":26},"Let’s be honest: we see too many \"AI buttons\" retrofitted to convey an impression of digital transformation. That is cosmetics, not strategy. ",{"type":17,"content":1382},[1383],{"type":20,"attrs":1384,"content":1385},{"textAlign":22},[1386,1388],{"text":1387,"type":26},"No more ",{"text":1389,"type":26,"marks":1390},"surface AI",[1391],{"type":317},[1393,1405,1423,1432,1473],{"id":41,"_uid":1394,"content":1395,"component":385},"26d25faa-7a10-4e96-9278-7d28d3c268f0",[1396],{"_uid":1397,"text":1398,"headline":41,"component":347},"35271ae2-2452-4ff0-8624-840fffb7c79c",{"type":17,"content":1399},[1400],{"type":20,"attrs":1401,"content":1402},{"textAlign":22},[1403],{"text":1404,"type":26},"Because automation can reduce routine work, the focus is shifting from detail optimization toward scaling and systems thinking. The task of design in 2026 is to transform complexity into clarity. It's not about designing individual features or buttons, but entire ecosystems where data, AI, and humans mesh seamlessly. The question is no longer \"Can we use AI here?\" but \"Can you translate this technology into AI in a way that gives us a real competitive advantage?\"",{"id":41,"_uid":1406,"content":1407,"component":385},"1cac0f52-8753-459b-8bae-e0eab92d5673",[1408],{"_uid":1409,"text":1410,"headline":1422,"component":347},"890ad742-fcd8-408a-8ef6-b25ef70fb249",{"type":17,"content":1411},[1412,1417],{"type":20,"attrs":1413,"content":1414},{"textAlign":22},[1415],{"text":1416,"type":26},"Many companies currently fear losing ground (FOMO), which increases the risk of operating expensive, generic solutions that nobody ends up using. A generic chatbot, for example, is rarely the right solution for specific problems. As operating costs for powerful models rise, no company can afford inefficient processes.",{"type":20,"attrs":1418,"content":1419},{"textAlign":22},[1420],{"text":1421,"type":26},"Employees don't want long conversations with an AI to complete a simple task; they want tools that provide targeted support. This is where design becomes an economic discipline and a strategy. Instead of \"hype features,\" tailored solutions are needed. An AI that knows your exact processes saves time and nerves. Differentiation today is no longer created by a colorful logo, but by operational superiority and optimal customer experiences.","Acceptance as an economic success factor",{"id":41,"_uid":1424,"size":1050,"asset":1425,"intro":1431,"video":41,"component":1098,"coloredBackground":45},"1e51a0f2-d0cb-4374-a738-5d2f6e20f756",{"id":1426,"alt":1427,"name":41,"focus":41,"title":41,"source":41,"filename":1428,"copyright":41,"fieldtype":43,"meta_data":1429,"is_external_url":45},141353462010388,"Laptop mit Flussdiagramm auf Holzschreibtisch neben gestapelten 3D-Würfeln mit Drähten, Stift und Notizbuch im Vordergrund.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F180740\u002F1024x1024\u002F8094be11b6\u002Fim_flow_computer.png",{"alt":1427,"size":1430,"title":41,"source":41,"copyright":41},"1016x671",[],{"id":41,"_uid":1433,"content":1434,"component":385},"8d2ece8a-9b2b-490b-8ba2-c2ff6c7300d0",[1435],{"_uid":1436,"text":1437,"headline":1472,"component":347},"b537058b-28c8-47d8-9846-4e02f2a267ab",{"type":17,"content":1438},[1439,1444,1467],{"type":20,"attrs":1440,"content":1441},{"textAlign":22},[1442],{"text":1443,"type":26},"Design today belongs in strategy as an equal partner to tech and business. Why? Because in an AI world, the interface (the screen) is shrinking, while the complexity behind it is growing.Design no longer just shapes screens, but the invisible decisions from which the customer experience emerges:",{"type":451,"content":1445},[1446,1453,1460],{"type":454,"content":1447},[1448],{"type":20,"attrs":1449,"content":1450},{"textAlign":22},[1451],{"text":1452,"type":26},"How does the AI explain its decision?",{"type":454,"content":1454},[1455],{"type":20,"attrs":1456,"content":1457},{"textAlign":22},[1458],{"text":1459,"type":26},"When does the AI only support, and when does it act autonomously?",{"type":454,"content":1461},[1462],{"type":20,"attrs":1463,"content":1464},{"textAlign":22},[1465],{"text":1466,"type":26},"How does an \"automatic response\" feel – helpful or patronizing?",{"type":20,"attrs":1468,"content":1469},{"textAlign":22},[1470],{"text":1471,"type":26},"These are not purely technical questions; they are questions of trust. Design ensures that the product remains understandable, interpretable, and consistent, even when complex logic is working in the background.","Designing the invisible",{"id":41,"_uid":1474,"content":1475,"component":385},"41f4ce5f-d85c-4f44-a262-587212db4581",[1476],{"_uid":1477,"text":1478,"headline":1520,"component":347},"fe47c845-228b-4eb8-9c0d-89ae821ad190",{"type":17,"content":1479},[1480,1485],{"type":20,"attrs":1481,"content":1482},{"textAlign":22},[1483],{"text":1484,"type":26},"In today's enterprise world, long presentations and colorful pictures no longer count. What counts are resilient foundations for decision-making. Therefore, the role of design is changing from assumptions to verifiable evidence – risk management through clarity:",{"type":451,"content":1486},[1487,1498,1509],{"type":454,"content":1488},[1489],{"type":20,"attrs":1490,"content":1491},{"textAlign":22},[1492,1496],{"text":1493,"type":26,"marks":1494},"Navigation instead of reinvention:",[1495],{"type":317},{"text":1497,"type":26}," We scan the market permanently and know which solutions and patterns already work.",{"type":454,"content":1499},[1500],{"type":20,"attrs":1501,"content":1502},{"textAlign":22},[1503,1507],{"text":1504,"type":26,"marks":1505},"Validation instead of hope:",[1506],{"type":317},{"text":1508,"type":26}," We make concepts tangible as prototypes immediately and test them before they are scaled.",{"type":454,"content":1510},[1511],{"type":20,"attrs":1512,"content":1513},{"textAlign":22},[1514,1518],{"text":1515,"type":26,"marks":1516},"Real market tests:",[1517],{"type":317},{"text":1519,"type":26}," Testing with real users creates insights that show early on whether a business case is viable.","Evidence instead of PowerPoints and assumptions",{"id":41,"_uid":1522,"size":1050,"asset":1523,"intro":1529,"video":41,"component":1098,"coloredBackground":45},"b7eb49db-cdaa-45f5-a25d-32d55f7ba368",{"id":1524,"alt":1525,"name":41,"focus":41,"title":41,"source":41,"filename":1526,"copyright":41,"fieldtype":43,"meta_data":1527,"is_external_url":45},141353462022677,"Verschiedene verbundene Diagramm-Karten und ein Kompass auf einem Holztisch, daneben ein Tablet mit ähnlichem Diagramm, mit Stift und Brille.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F180740\u002F1024x1024\u002F201d91f6c8\u002Fim_flow_desk.png",{"alt":1525,"size":1528,"title":41,"source":41,"copyright":41},"1024x663",[],{"_uid":1531,"intro":1532,"content":1550,"component":386},"a2338062-04ea-4549-8e7f-dcc17b6fa2a1",[1533],{"cta":1534,"_uid":1535,"text":1536,"headline":1539,"component":320},[],"f547d472-41bb-459a-8f9f-1e77017d57da",{"type":17,"content":1537},[1538],{"type":20},{"type":17,"content":1540},[1541],{"type":20,"attrs":1542,"content":1543},{"textAlign":22},[1544,1548],{"text":1545,"type":26,"marks":1546},"Revolution",[1547],{"type":317},{"text":1549,"type":26}," not reform",[1551],{"id":41,"_uid":1552,"content":1553,"component":385},"dceddbeb-698c-4f57-b203-8453597918cd",[1554,1568,1582],{"_uid":1555,"text":1556,"headline":41,"component":347},"3f00a1d7-d17c-45ad-b5df-5895dad351ff",{"type":17,"content":1557},[1558,1563],{"type":20,"attrs":1559,"content":1560},{"textAlign":22},[1561],{"text":1562,"type":26},"It’s not about making existing solutions just 5% more efficient. That is reform. We are in the midst of a revolution, and generative AI opens up the possibility of reimagining products from the ground up. The crucial question, therefore, is not whether we optimize an existing interface, but whether we can find a new answer to the underlying problem.",{"type":20,"attrs":1564,"content":1565},{"textAlign":22},[1566],{"text":1567,"type":26},"This requires designers with courage, vision, and foresight. AI provides logic and speed; design creates emotion, meaning, and experience. By 2026, seamless functionality is merely a prerequisite. To stand out from the competition, it is no longer enough. Design must deliver the \"WOW\" factor—not through technical gimmicks, but through a sense of magic in the user experience. A product that anticipates my needs and brings me joy is the one that wins. We must once again charge technology with delight.",{"_uid":1569,"text":1570,"headline":1581,"component":347},"6881ccce-d29b-4bc2-8cc1-f2b90d36403b",{"type":17,"content":1571},[1572],{"type":20,"attrs":1573,"content":1574},{"textAlign":22},[1575],{"text":1576,"type":26,"marks":1577},"Reliable AI systems only emerge through the interplay of design, technological understanding, and know-how about data flows. Those who know the capabilities and limits of models create trust instead of false promises. Our very own AI compass helps with this.",[1578],{"type":336,"attrs":1579},{"color":1580},"#000000","Understanding technology is no longer optional",{"_uid":1583,"link":1584,"label":1587,"component":175,"googleAnalyticsEvent":41,"trackGoogleAnalytics":45},"8774877f-b08b-4c44-85c1-8bf114fa348a",{"id":289,"url":41,"target":1585,"linktype":36,"fieldtype":66,"cached_url":1586,"prep":68},"_blank","\u002Fen\u002Finsights\u002Fblog\u002FKi-Kompass\u002F","Learn more about our AI-Compass",{"_uid":1589,"text":1590,"author":1603,"button":1604,"component":1116,"authorInfo":1605,"authorImage":1606,"authorLocation":1611},"2ee3e78c-77e7-4212-ba2f-426fc7e310d4",{"type":17,"content":1591},[1592],{"type":20,"attrs":1593,"content":1594},{"textAlign":22},[1595,1597,1601],{"text":1596,"type":26},"Design in 2026 means making the possible visible. Making the complex understandable. Making the important felt. In this landscape, ",{"text":1598,"type":26,"marks":1599},"AI is like a powerful current",[1600],{"type":317},{"text":1602,"type":26}," that teams can choose to step into. The decisive question is: Does your design harness this current and help your organization not just stay afloat, but navigate its own course?","Alyona Morozava",[],"UX Designer",{"id":1607,"alt":1608,"name":41,"focus":41,"title":41,"source":519,"filename":1609,"copyright":519,"fieldtype":43,"meta_data":1610,"is_external_url":45},11748308,"Alyona Morozova","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F180740\u002F500x500\u002Fca2d937b47\u002Falyona-morozova.jpg",{},"Ergosign München",[1613],{"_uid":1614,"media":1615,"headline":1620,"component":642},"38cd4756-b7a6-4237-8fab-72bb0209e6e7",{"id":1616,"alt":1617,"name":41,"focus":41,"title":41,"source":41,"filename":1618,"copyright":41,"fieldtype":43,"meta_data":1619,"is_external_url":45},141352590172600,"Hand steuert ein kleines Fahrzeug durch eine verschnörkelte Glasbahn mit funkelnden Lichtern auf einer Steinoberfläche.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F180740\u002F1024x1024\u002Fb88aa792de\u002Fim_flow_header.png",{"alt":1617,"title":41,"source":41,"copyright":41},{"type":17,"content":1621},[1622],{"type":20,"attrs":1623,"content":1624},{"textAlign":22},[1625,1629],{"text":1626,"type":26,"marks":1627},"In flow with AI",[1628],{"type":317},{"text":1630,"type":26},": What role will design play in 2026?",[1285,644],[646,1253,1251],[1634,649],"7cd3aa22-4087-4588-b65f-aa4842e631c1",[],[1637],{"id":41,"_uid":1638,"content":1639,"headline":1654,"component":1280},"85c52f9e-0fbc-4d46-be0e-bdc62c978a86",[1640],{"_uid":1641,"text":1642,"headline":41,"component":347},"8109d3c0-baa7-40fc-b765-fcaac98e10e9",{"type":17,"content":1643},[1644,1649],{"type":20,"attrs":1645,"content":1646},{"textAlign":22},[1647],{"text":1648,"type":26},"By 2026, generative AI is no longer a promise of the future but an operational reality. AI-supported workflows and assistance systems are productively in use as a standard in many places – whether in service, sales, operations, or HR. Companies have established governance structures, clarified responsibilities, and integrated AI as a manageable investment.",{"type":20,"attrs":1650,"content":1651},{"textAlign":22},[1652],{"text":1653,"type":26},"However, a significant gap is opening: some are redesigning the future of their business models, while others use AI merely as a decorative gadget. This difference will be visible to everyone by 2026, as users are no longer impressed by the mere \"Wow, it talks!\" effect. They don't want a show; they want reliability: it simply has to work.",{"type":17,"content":1655},[1656],{"type":20,"attrs":1657},{"textAlign":22},{"id":1616,"alt":41,"name":41,"focus":41,"title":41,"source":41,"filename":1618,"copyright":41,"fieldtype":43,"meta_data":1659,"is_external_url":45},{},"6","In Flow With AI: What Role Will Design Play in 2026?",[1663],{"cta":1664,"_uid":1668,"text":1669,"headline":1672,"component":320},[1665],{"_uid":1666,"link":1667,"label":776,"component":175},"39f4b91f-3f8a-4cee-a6af-6396c26454c5",{"id":774,"url":41,"linktype":36,"fieldtype":66,"cached_url":775,"prep":68},"ab9ffe86-cab6-4058-bdef-8104960a1066",{"type":17,"content":1670},[1671],{"type":20},{"type":17,"content":1673},[1674],{"type":20,"attrs":1675,"content":1676},{"textAlign":22},[1677,1681,1686],{"text":787,"type":26,"marks":1678},[1679],{"type":336,"attrs":1680},{"color":41},{"text":792,"type":26,"marks":1682},[1683,1685],{"type":336,"attrs":1684},{"color":41},{"type":317},{"text":798,"type":26,"marks":1687},[1688],{"type":336,"attrs":1689},{"color":41},"generative ai 2026, ux design for artificial intelligence, ai product strategy, designing the invisible ui, ai acceptance business value, evidence based ux research, ai compass design, human centered ai ecosystems, scaling ai workflows, beyond the ai button, trust in ai systems ux, ai business transformation 2026",[],"im-flow-mit-ki","en\u002Fwebsite-2026\u002Finsights\u002Fblog\u002Fin-flow-with-ai",-450,[],"05897ffb-05be-4cc7-b276-976a747c8807","2026-03-26T10:36:37.607Z","im-flow-mit-ki\u002F",[],"website-2026\u002Finsights\u002Fblog\u002Fim-flow-mit-ki",[1702,1704],{"path":1703,"name":1626,"lang":811,"published":68},"website-2026\u002Finsights\u002Fblog\u002Fin-flow-with-ai",{"path":1700,"name":22,"lang":819,"published":22},{"_uid":1706,"label":1707,"links":1708,"teaser":1731,"columns":820,"component":821},"7d17b08e-b5de-4e98-bbdf-6be97f8284fe","About us",[1709,1714,1719],{"_uid":1710,"link":1711,"label":119,"component":228,"description":1713},"a450a0eb-ca7b-48ed-a9da-8ce02a6be901",{"id":110,"url":41,"linktype":36,"fieldtype":66,"cached_url":111,"prep":68,"story":1712},{"name":113,"id":114,"uuid":110,"slug":115,"url":116,"translated_name":117,"full_slug":118,"_stopResolving":68},"Professional excellence, interdisciplinary teams, and an open culture of innovation.",{"_uid":1715,"link":1716,"label":132,"component":228,"description":1718},"afe5ba7d-783f-45f7-ba46-afed907261df",{"id":123,"url":41,"linktype":36,"fieldtype":66,"cached_url":124,"prep":68,"story":1717},{"name":126,"id":127,"uuid":123,"slug":128,"url":129,"translated_name":130,"full_slug":131,"_stopResolving":68},"Apply now: Open positions, benefits, and career development opportunities.",{"_uid":1720,"link":1721,"label":1725,"component":228,"description":1730},"1b479dfb-6f7f-4299-bcdc-600664846f87",{"id":1722,"url":41,"linktype":36,"fieldtype":66,"cached_url":1723,"prep":68,"story":1724},"a213bf37-663a-48f3-9127-30a8632cbea3","\u002Fen\u002Fueber-uns\u002Fpartner\u002F",{"name":1725,"id":1726,"uuid":1722,"slug":1727,"url":1728,"full_slug":1729,"_stopResolving":68},"Partner",153111142887511,"partner","partner\u002F","en\u002Fwebsite-2026\u002Fabout-us\u002Fpartner","Our network of leading technology and service partners for holistic and scalable digital solutions.",{"name":1732,"created_at":1733,"published_at":1734,"updated_at":1735,"id":1736,"uuid":1737,"content":1738,"slug":2070,"full_slug":2071,"sort_by_date":22,"position":1071,"tag_list":2072,"is_startpage":45,"parent_id":2073,"meta_data":22,"group_id":2074,"first_published_at":2075,"release_id":22,"lang":811,"path":41,"alternates":2076,"default_full_slug":2077,"translated_slugs":2078,"_stopResolving":68},"OMR26","2026-05-18T08:28:00.680Z","2026-07-03T07:29:16.154Z","2026-07-03T07:29:16.174Z",177779837715172,"a6057e6e-68ad-453c-993d-d072a5324f52",{"seo":1739,"_uid":1742,"body":1743,"hero":1994,"contact":2012,"component":2053,"teaserImg":2054,"teaserTitle":2056,"relatedContent":2057,"searchKeywords":2058,"teaserDescription":2059,"showRelatedContent":68,"relatedContentAmount":1292,"relatedContentHeadline":2060},{"title":1740,"description":1741},"OMR Masterclass: Beyond the hype | Why AI fails in practice","Learn from the OMR Masterclass why AI often fails in practice and how real value emerges through UX, technology, and legal frameworks.","7f11f361-ec85-45c8-8e32-460d937f1e2f",[1744,1771,1780,1845,1889,1962,1971],{"id":41,"_uid":1745,"content":1746,"headline":1760,"component":1280},"ef15ae17-aa86-4cdf-821a-1865cdc54535",[1747],{"_uid":1748,"text":1749,"headline":41,"component":347},"38e144c6-4577-4f66-80fe-c560a332291f",{"type":17,"content":1750},[1751],{"type":20,"attrs":1752,"content":1753},{"textAlign":22},[1754,1756,1758],{"text":1755,"type":26},"From AI demos to real products: the masterclass showed why many companies remain stuck in the so-called “productivity paradox” — AI looks impressive in demos but often fails in everyday use, for example due to poor user experience, unwanted hallucinations, or legal uncertainties.",{"type":1757},"hard_break",{"text":1759,"type":26},"Together we, Ergosign and SKW Schwarz, used practical, real-world examples to demonstrate how AI can be successfully and legally integrated into products. One key takeaway: real value only emerges when user experience, technology, and legal frameworks such as the AI Act and the General Data Protection Regulation work hand in hand. Ergosign also introduced proven approaches such as the “AI Delegation Matrix” and “GenAI Ops,” showing how legal requirements can be embedded into product development from the very beginning — enabling AI projects that solve real problems while remaining fully compliant.",{"type":17,"content":1761},[1762],{"type":20,"attrs":1763,"content":1764},{"textAlign":22},[1765,1769],{"text":1766,"type":26,"marks":1767},"Highlights",[1768],{"type":317},{"text":1770,"type":26}," from Our Masterclass",{"id":41,"_uid":1772,"size":1773,"asset":1774,"intro":1779,"video":41,"autoplay":45,"component":1098,"showBorder":45,"coloredBackground":45},"5661c373-4de8-4bb5-8e3c-9c3590d5d602","narrow",{"id":1775,"alt":1776,"name":41,"focus":41,"title":41,"source":519,"filename":1777,"copyright":519,"fieldtype":43,"meta_data":1778,"is_external_url":45},173955920593931,"Konferenzraum bei der OMR 2026 mit Publikum und dekorativen Wänden. 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Learn more!","78e2577d-99a5-4956-a3fd-2b375384457e",[3313,3351,3409,3418,3456,3500,3545,3597],{"_uid":3314,"intro":3315,"content":3333,"component":386},"5149b6a0-dea7-4220-8e7a-4ec4dc81dddc",[3316],{"cta":3317,"_uid":3318,"text":3319,"headline":3322,"component":320},[],"f1d3c66e-3b64-430b-a622-b8bf2c829ebd",{"type":17,"content":3320},[3321],{"type":20},{"type":17,"content":3323},[3324],{"type":20,"attrs":3325,"content":3326},{"textAlign":22},[3327,3329],{"text":3328,"type":26},"The ",{"text":3330,"type":26,"marks":3331},"challenge",[3332],{"type":317},[3334],{"id":41,"_uid":3335,"content":3336,"component":385},"f6d4e337-e189-45cd-9225-0da28aa44e9e",[3337],{"_uid":3338,"text":3339,"headline":41,"component":347},"fc8da7f2-d4e1-4e65-aba5-1524df5051ae",{"type":17,"content":3340},[3341,3346],{"type":20,"attrs":3342,"content":3343},{"textAlign":22},[3344],{"text":3345,"type":26},"While reaching technological maturity, autonomous vehicles (AVs) encounter substantial challenges related to gaining public acceptance. Trust is a primary barrier to AV adoption, hinging on factors such as performance expectations and vehicle reliability. Privacy and security concerns, software errors, and potential hacker attacks further contribute to trust-related barriers. Additional potential user concerns  encompass safety, usability, accessibility, and comfort. ",{"type":20,"attrs":3347,"content":3348},{"textAlign":22},[3349],{"text":3350,"type":26},"Addressing these challenges is crucial for fostering the adoption of AV technology. A comprehensive understanding of users, systems, and their environment is vital in shaping human-computer interaction strategies to counteract these challenges.",{"_uid":3352,"intro":3353,"content":3370,"component":386},"228f9589-9543-4681-ac3d-e937234d7d6a",[3354],{"cta":3355,"_uid":3356,"text":3357,"headline":3360,"component":320},[],"530ccc24-35c5-44b3-8fea-772e918314b6",{"type":17,"content":3358},[3359],{"type":20},{"type":17,"content":3361},[3362],{"type":20,"attrs":3363,"content":3364},{"textAlign":22},[3365,3366],{"text":403,"type":26},{"text":3367,"type":26,"marks":3368},"solution",[3369],{"type":317},[3371],{"id":41,"_uid":3372,"content":3373,"component":385},"3936c16d-d9bf-46f6-a34e-d51eaeab87f5",[3374],{"_uid":3375,"text":3376,"headline":41,"component":347},"afb8c061-0b89-4579-8217-3f831d4bf619",{"type":17,"content":3377},[3378,3383],{"type":20,"attrs":3379,"content":3380},{"textAlign":22},[3381],{"text":3382,"type":26},"HMIs are the primary interaction point between passengers and level 4 and 5 AVs. They play a critical role in overcoming acceptance challenges and in building trust. Transparent internal communication has been identified as a key factor for high acceptance and positive user experience (UX). Studies on HMIs, including augmented reality (AR) based concepts, demonstrate their potential to increase trust and situation awareness in automated vehicles. However, findings emphasize the importance of careful design and consideration of the amount of information provided, as excessive details may not necessarily lead to increased trust. These insights underscore the nuanced relationship between information transparency and user trust. This project set out to answer three research questions by prototyping and testing through a Wizard-of-Oz approach: ",{"type":3384,"attrs":3385,"content":3387},"ordered_list",{"order":3386},1,[3388,3395,3402],{"type":454,"content":3389},[3390],{"type":20,"attrs":3391,"content":3392},{"textAlign":22},[3393],{"text":3394,"type":26},"Can we increase AV passengers’ acceptance and UX by providing transparent system information via (AR-based) visualization of detected objects in the vehicle windshield? ",{"type":454,"content":3396},[3397],{"type":20,"attrs":3398,"content":3399},{"textAlign":22},[3400],{"text":3401,"type":26},"How and when should this information be displayed during AV rides in urban environments? ",{"type":454,"content":3403},[3404],{"type":20,"attrs":3405,"content":3406},{"textAlign":22},[3407],{"text":3408,"type":26},"How can we create a suitable prototyping framework to investigate research question 1 and research question 2, as well as related questions in complex urban real-life environments?",{"id":41,"_uid":3410,"size":1050,"asset":3411,"intro":3417,"video":41,"component":1098,"coloredBackground":45},"8aec82fe-32e0-4607-9de1-a6605e26c1b1",{"id":3412,"alt":3413,"name":41,"focus":41,"title":3414,"source":41,"filename":3415,"copyright":41,"fieldtype":43,"meta_data":3416,"is_external_url":45},14015307,"Das Ergosign usability testing Auto mit Lukas Flohr und Joseph Valiyaveettil.","Zwei Researcher und das Testing Fahrzeug.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F180740\u002F2048x1536\u002Fd977cd56c3\u002Fwooz_lukas_und_joseph.jpg",{"alt":3413,"title":3414,"source":41,"copyright":41},[],{"_uid":3419,"intro":3420,"content":3438,"component":386},"ceba8864-1160-43bb-9441-c21786373ad8",[3421],{"cta":3422,"_uid":3423,"text":3424,"headline":3427,"component":320},[],"4bc967d4-b286-4f7c-b58b-c97e01d21b3d",{"type":17,"content":3425},[3426],{"type":20},{"type":17,"content":3428},[3429],{"type":20,"attrs":3430,"content":3431},{"textAlign":22},[3432,3434],{"text":3433,"type":26},"Toto, I've got a feeling ",{"text":3435,"type":26,"marks":3436},"we're not in Kansa anymore",[3437],{"type":317},[3439],{"id":41,"_uid":3440,"content":3441,"component":385},"8a35c423-f613-4403-b7f1-a8d759cd7c07",[3442],{"_uid":3443,"text":3444,"headline":41,"component":347},"fde048cd-7d10-4267-a51b-cd591a08f85a",{"type":17,"content":3445},[3446,3451],{"type":20,"attrs":3447,"content":3448},{"textAlign":22},[3449],{"text":3450,"type":26},"The deployment and, hence, testing of driverless rides in complex urban environments faces significant limitations. Overcoming those is essential for empirical concept studies related to AVs. Context-based prototyping emerges as a viable approach to consider both the complex context and the user experience. Simulators may offer controllability and reproducibility, but they struggle to represent high-fidelity complex environments and are confined to artificial lab contexts. ",{"type":20,"attrs":3452,"content":3453},{"textAlign":22},[3454],{"text":3455,"type":26},"In contrast, WoOz set-ups can be applied in real-world environments on public roads, enabling the evaluation of AVs and their human-machine interfaces. The method involves hidden human drivers (wizards) simulating automation. Whilst effective in practice, WoOz presents challenges related to maintaining the illusion and ensuring consistent driving styles, so they require a carefully crafted cover story. Our ruse? We pretended our AV had a state-of-the-art windshield —  and we were testing this windshield with AR-based real-time object detection visualization, that still required someone in the driver’s seat for emergencies.  ",{"_uid":3457,"intro":3458,"content":3475,"component":386},"839e00d5-58fc-413c-8617-07e83b6112c6",[3459],{"cta":3460,"_uid":3461,"text":3462,"headline":3465,"component":320},[],"d6505694-622c-4f46-bfd4-306d203ae689",{"type":17,"content":3463},[3464],{"type":20},{"type":17,"content":3466},[3467],{"type":20,"attrs":3468,"content":3469},{"textAlign":22},[3470,3472],{"text":3471,"type":26},"Prototyping the ",{"text":3367,"type":26,"marks":3473},[3474],{"type":317},[3476],{"id":41,"_uid":3477,"content":3478,"component":385},"2c0b9bdd-4e74-4721-bbe1-7a7cdac63901",[3479],{"_uid":3480,"text":3481,"headline":41,"component":347},"5890b803-8fab-459c-bdde-65bc19d5bb3f",{"type":17,"content":3482},[3483,3488,3493,3495],{"type":20,"attrs":3484,"content":3485},{"textAlign":22},[3486],{"text":3487,"type":26},"Our WoOz setup simulated an AV ride through the city using an electric Mercedes-Benz EQV minivan, providing a flexible and easily replicable set-up for future experiments. The windshield HMI prototype displayed real-time augmented reality (AR) bounding box visualizations over detected objects. Three concept variants were designed, including baseline information, counts of detected objects per class in a status bar, and a combination of both. These variants aimed to gauge the impact of the amount of displayed information on passengers' experience.",{"type":20,"attrs":3489,"content":3490},{"textAlign":22},[3491],{"text":3492,"type":26},"Our study involved 30 participants, with a balanced distribution of gender and a diverse age range. Participants experienced test rides in the WoOz vehicle through an urban environment, with stops at parking lots to change HMI variants. Data collection included both quantitative and qualitative measures, such as standardized questionnaires, as well as single-item assessments of perceived risk, safety, well-being, and nausea.",{"type":20,"attrs":3494},{"textAlign":22},{"type":20,"attrs":3496,"content":3497},{"textAlign":22},[3498],{"text":3499,"type":26},"The research methodology also incorporated a semi-structured interview and debriefing session to gather participants' feedback on their preferences. This comprehensive approach aimed to provide valuable insights into enhancing AV passengers' acceptance and UX by leveraging transparent system information, with a focus on the challenges posed by real urban environments. The study's findings can contribute to the development of effective and user-friendly HMIs for future autonomous vehicles.",{"id":41,"_uid":3501,"size":1050,"asset":3502,"intro":3504,"video":3505,"component":1098,"coloredBackground":45},"34a30377-84f7-45c3-b4df-076bcabc1d83",{"id":22,"alt":22,"name":41,"focus":22,"title":22,"source":22,"filename":41,"copyright":22,"fieldtype":43,"meta_data":3503},{},[],{"encodings":3506,"videoAsset":3539},{"av1-768":3507,"vp9-768":3511,"av1-1280":3515,"av1-1920":3519,"h264-768":3523,"vp9-1280":3527,"vp9-1920":3531,"h264-1280":3535,"h264-1920":3537},{"url":3508,"size":3509,"status":1059,"lastModified":3510},"https:\u002F\u002Fcdn.es-video-encoding.aws.ergosign-projects.com\u002Fusability_testing_prototype_video\u002F768-av1.webm",265718,"2024-02-09T13:21:54.000Z",{"url":3512,"size":3513,"status":1059,"lastModified":3514},"https:\u002F\u002Fcdn.es-video-encoding.aws.ergosign-projects.com\u002Fusability_testing_prototype_video\u002F768-vp9.webm",849666,"2024-02-09T13:21:56.000Z",{"url":3516,"size":3517,"status":1059,"lastModified":3518},"https:\u002F\u002Fcdn.es-video-encoding.aws.ergosign-projects.com\u002Fusability_testing_prototype_video\u002F1280-av1.webm",753162,"2024-02-09T13:22:18.000Z",{"url":3520,"size":3521,"status":1059,"lastModified":3522},"https:\u002F\u002Fcdn.es-video-encoding.aws.ergosign-projects.com\u002Fusability_testing_prototype_video\u002F1920-av1.webm",1618112,"2024-02-09T13:23:13.000Z",{"url":3524,"size":3525,"status":1059,"lastModified":3526},"https:\u002F\u002Fcdn.es-video-encoding.aws.ergosign-projects.com\u002Fusability_testing_prototype_video\u002F768-h264.mp4",664380,"2024-02-09T13:21:33.000Z",{"url":3528,"size":3529,"status":1059,"lastModified":3530},"https:\u002F\u002Fcdn.es-video-encoding.aws.ergosign-projects.com\u002Fusability_testing_prototype_video\u002F1280-vp9.webm",2724483,"2024-02-09T13:22:12.000Z",{"url":3532,"size":3533,"status":1059,"lastModified":3534},"https:\u002F\u002Fcdn.es-video-encoding.aws.ergosign-projects.com\u002Fusability_testing_prototype_video\u002F1920-vp9.webm",5303630,"2024-02-09T13:22:55.000Z",{"url":3536,"size":1071,"status":1072,"lastModified":41},"https:\u002F\u002Fcdn.es-video-encoding.aws.ergosign-projects.com\u002Fusability_testing_prototype_video\u002F1280-h264.mp4",{"url":3538,"size":1071,"status":1072,"lastModified":41},"https:\u002F\u002Fcdn.es-video-encoding.aws.ergosign-projects.com\u002Fusability_testing_prototype_video\u002F1920-h264.mp4",{"asset":3540,"filename":3543},{"id":3541,"alt":3542,"name":41,"focus":41,"title":41,"source":41,"filename":3543,"copyright":41,"fieldtype":43,"meta_data":3544,"is_private":45},14021010,"Usability Prototype Test Video","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F180740\u002Fx\u002Fe9a27f5cb7\u002Fusability_testing_prototype_video.mp4",{"alt":3542,"title":41,"source":41,"copyright":41},{"_uid":3546,"intro":3547,"content":3565,"component":386},"0d2c324a-d608-4d7c-8a73-d48df09f4fa2",[3548],{"cta":3549,"_uid":3550,"text":3551,"headline":3554,"component":320},[],"a0406a5b-79a2-4b2b-8c3a-df54c31e976f",{"type":17,"content":3552},[3553],{"type":20},{"type":17,"content":3555},[3556],{"type":20,"attrs":3557,"content":3558},{"textAlign":22},[3559,3563],{"text":3560,"type":26,"marks":3561},"Results",[3562],{"type":317},{"text":3564,"type":26}," and key take-aways",[3566],{"id":41,"_uid":3567,"content":3568,"component":385},"d481f214-7a3f-4614-b732-3c514be95202",[3569],{"_uid":3570,"text":3571,"headline":41,"component":347},"41729032-9207-4ddf-a101-79e992a3df56",{"type":17,"content":3572},[3573],{"type":3384,"attrs":3574,"content":3575},{"order":3386},[3576,3583,3590],{"type":454,"content":3577},[3578],{"type":20,"attrs":3579,"content":3580},{"textAlign":22},[3581],{"text":3582,"type":26},"The study revealed that providing visual system feedback on detected objects significantly enhances the acceptance and UX of AVs. Participants expressed a strong preference for augmented reality (AR) overlays on the AV windshield, considering them instrumental in improving contextual understanding and trust in the system. However, some participants found them to be too distracting, favoring only general information on the overall system state. ",{"type":454,"content":3584},[3585],{"type":20,"attrs":3586,"content":3587},{"textAlign":22},[3588],{"text":3589,"type":26},"Participants in the study advocated for configurable display settings in AVs, allowing them to control the presentation of certain information. In terms of content, most participants favored visualizing only objects impacting their ride, with a classification based on hazard level, as opposed to having constant visual feedback on all detected objects. ",{"type":454,"content":3591},[3592],{"type":20,"attrs":3593,"content":3594},{"textAlign":22},[3595],{"text":3596,"type":26},"You need a thoughtful cover story and suitable hardware appearance for maintaining the WoOz deception, with participants' attention shifted toward the futuristic HMI prototype. 73% of the participants believed that the car was driving autonomously, which indicates a successful application of the WoOZ paradigm.",{"_uid":3598,"intro":3599,"content":3623,"component":386},"384dd461-2417-487f-833b-d8347fb1fc80",[3600],{"cta":3601,"_uid":3602,"text":3603,"headline":3606,"component":320},[],"8c8a1e0b-9acc-4d07-947d-08600783d196",{"type":17,"content":3604},[3605],{"type":20},{"type":17,"content":3607},[3608],{"type":20,"attrs":3609,"content":3610},{"textAlign":22},[3611,3615,3617,3621],{"text":3612,"type":26,"marks":3613},"Limitations",[3614],{"type":317},{"text":3616,"type":26}," and ",{"text":3618,"type":26,"marks":3619},"potential",[3620],{"type":317},{"text":3622,"type":26}," for future work",[3624],{"id":41,"_uid":3625,"content":3626,"component":385},"5a8138d8-4341-4ee5-9487-40727ec9bcc2",[3627],{"_uid":3628,"text":3629,"headline":41,"component":347},"72f8959a-895a-4e76-bc3d-10e8311b1320",{"type":17,"content":3630},[3631,3636,3660,3662],{"type":20,"attrs":3632,"content":3633},{"textAlign":22},[3634],{"text":3635,"type":26},"Like most studies, this study experienced some limitations and there are three areas for future research: ",{"type":3384,"attrs":3637,"content":3638},{"order":3386},[3639,3646,3653],{"type":454,"content":3640},[3641],{"type":20,"attrs":3642,"content":3643},{"textAlign":22},[3644],{"text":3645,"type":26},"The study sample: the affinity for technology in participants was quite high. This may impact external validity and the belief in the WoOz deception. ",{"type":454,"content":3647},[3648],{"type":20,"attrs":3649,"content":3650},{"textAlign":22},[3651],{"text":3652,"type":26},"The HMI prototype: a more holistic HMI with a less narrow focus on object detection will allow a broader examination of the topic. Likewise, a more powerful system will decrease performance limitations. ",{"type":454,"content":3654},[3655],{"type":20,"attrs":3656,"content":3657},{"textAlign":22},[3658],{"text":3659,"type":26},"The WoOz approach: while advantageous for dynamic urban context exploration, the method presents challenges in terms of objectivity and reliability. Overall, the framework created for the study is valuable for prototyping and may be extended to investigate various aspects of autonomous vehicle experiences and HMI concepts.",{"type":20,"attrs":3661},{"textAlign":22},{"type":20,"attrs":3663,"content":3664},{"textAlign":22},[3665,3667,3680,3682,3694,3696,3709,3710,3722,3724,3737],{"text":3666,"type":26},"The future of mobility, AVs, and how UX research and design can contribute to the field is an important passion of ours. We look forward to contributing to this future like we do in the STADT:up research project. You can read up on STADT:up ",{"text":3668,"type":26,"marks":3669},"here",[3670],{"type":31,"attrs":3671},{"href":3672,"uuid":3673,"anchor":22,"target":35,"linktype":36,"story":3674},"\u002Finsights\u002Fblog\u002Fstadt-up\u002F","1b079e30-f44a-4c23-9f2b-b15975ab6abd",{"name":3675,"id":3676,"uuid":3673,"slug":3677,"url":3678,"full_slug":3679,"_stopResolving":68},"STADT:up",128859649212612,"stadt-up","stadt-up\u002F","en\u002Fwebsite-2026\u002Finsights\u002Fblog\u002Fstadt-up",{"text":3681,"type":26},". Our experience in mobility does, however, not stop there. We also contributed to ",{"text":3683,"type":26,"marks":3684},"APEROL",[3685],{"type":31,"attrs":3686},{"href":3687,"uuid":3688,"anchor":22,"target":35,"linktype":36,"story":3689},"\u002Finsights\u002Fblog\u002Faperol\u002F","7c30125e-450f-42fa-ab7c-0dfe9aacbb7c",{"name":3683,"id":3690,"uuid":3688,"slug":3691,"url":3692,"full_slug":3693,"_stopResolving":68},179225318863084,"aperol","aperol\u002F","en\u002Fwebsite-2026\u002Finsights\u002Fblog\u002Faperol",{"text":3695,"type":26},", ",{"text":3697,"type":26,"marks":3698},"CARIAD (Audi)",[3699],{"type":31,"attrs":3700},{"href":3701,"uuid":3702,"anchor":22,"target":35,"linktype":36,"story":3703},"\u002Fprojekte\u002Fcariad-app-konzept\u002F","09ce302b-c93b-4d1e-adb6-d3021bb12ac4",{"name":3704,"id":3705,"uuid":3702,"slug":3706,"url":3707,"full_slug":3708,"_stopResolving":68},"cariad app konzept",138538452747445,"cariad-app-konzept","cariad-app-konzept\u002F","en\u002Fwebsite-2026\u002Fprojects\u002Fcariad-app-konzept",{"text":3695,"type":26},{"text":3711,"type":26,"marks":3712},"Thyssenkrupp’s carvaloo",[3713],{"type":31,"attrs":3714},{"href":3715,"uuid":3716,"anchor":22,"target":35,"linktype":36,"story":3717},"\u002Fprojekte\u002Fcarvaloo\u002F","cc5e0b32-bdca-4f6c-a543-8a3ce8a317f2",{"name":3718,"id":3719,"uuid":3716,"slug":3718,"url":3720,"full_slug":3721,"_stopResolving":68},"carvaloo",138533516745124,"carvaloo\u002F","en\u002Fwebsite-2026\u002Fprojects\u002Fcarvaloo",{"text":3723,"type":26}," and even ",{"text":3725,"type":26,"marks":3726},"Lufthansa’s AVIATOR",[3727],{"type":31,"attrs":3728},{"href":3729,"uuid":3730,"anchor":22,"target":35,"linktype":36,"story":3731},"\u002Fprojekte\u002Flufthansa-technik","c182c0ad-213b-4b8e-be15-1d7b565b6ee9",{"name":3732,"id":3733,"uuid":3730,"slug":3734,"url":3735,"full_slug":3736,"_stopResolving":68},"Lufthansa Technik",116999436831424,"lufthansa-technik","website-2026\u002Fprojekte\u002Flufthansa-technik","en\u002Fwebsite-2026\u002Fprojects\u002Flufthansa-technik",{"text":3738,"type":26}," platform. ",[3740],{"_uid":3741,"media":3742,"headline":3748,"component":642},"e19c843e-abe3-4455-83a4-d02a6aa32cfc",{"id":3743,"alt":3744,"name":41,"focus":41,"title":3745,"source":41,"filename":3746,"copyright":41,"fieldtype":43,"meta_data":3747,"is_external_url":45},14022409,"Ein weißer Mercedes Mini-Van mit dem blauen Ergosign Logo, der auf einem Parkplatz steht. parked in a courtyard.","Ergosign usability testing car","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F180740\u002F2048x1536\u002Fea8d340a4f\u002Fwooz_usability_testing_car.jpg",{"alt":3744,"title":3745,"source":41,"copyright":41},{"type":17,"content":3749},[3750,3759],{"type":20,"attrs":3751,"content":3752},{"textAlign":22},[3753,3755],{"text":3754,"type":26},"Prototyping for autonomous driving: ",{"text":3756,"type":26,"marks":3757},"Ergosign usability testing",[3758],{"type":317},{"type":20,"attrs":3760},{"textAlign":22},[3762,644,1286],"d51016b5-25be-419b-bdae-17d9c8d977cd",[3764,646],"becf27f4-97d3-40eb-a250-1b75927e4090",[649,3766,3767],"d0f28d6f-4bdb-464e-86a1-86ed16e359e3","ca1affde-8c52-4ada-bbdd-f8b42c99a653",[],[3770],{"cta":3771,"_uid":3772,"text":3773,"headline":3787,"component":320},[],"a9f04110-ea32-4f3b-bd30-2875a66f0053",{"type":17,"content":3774},[3775,3780,3782],{"type":20,"attrs":3776,"content":3777},{"textAlign":22},[3778],{"text":3779,"type":26},"Picture yourself in a car, cruising down the road without a care in the world and without anyone actively driving the car. A long-talked-about scenario finally looks to become a reality, with a lot of research and testing going into the topic to ensure autonomous cars drive safely and passengers feel at ease. ",{"type":20,"attrs":3781},{"textAlign":22},{"type":20,"attrs":3783,"content":3784},{"textAlign":22},[3785],{"text":3786,"type":26},"In a world where artificial intelligence calls the shots on the road, how do you trust a machine to navigate the bustling streets and ensure your safety? That is the focus of a recent study „Prototyping Autonomous Vehicle Windshields with AR and Real-Time Object Detection Visualization: An On-Road Wizard-of-Oz Study“ by Dr. Lukas Flohr, Professor Dr. Dieter Wallach, Joseph S. Valiyaveettil, and Professor Antonio Krüger. 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