U.S. OEM App Benchmark Study
Vehicle owners find OEMs’ mobile app offerings increasingly difficult to use
As in-vehicle technologies become increasingly connected, automakers are challenged with delivering a highquality user experience similar to mobile phones and tablets. Despite a considerable effort and significant investment in developing mobile apps for vehicles, many apps are falling short of automakers’ hype. Within today’s interconnected world of smartphone apps, the negative consequences of not delivering what’s promised can be profound, especially if the app is linked to other vehicle features related to connectivity, mobility, electrification and automated driving.
The OEM App Benchmark Study evaluates the user experience and best practices with automakers’ smartphone applications, providing a comprehensive standardized expert assessment of vehicle mobile apps from roughly 30 makes. The study will offer two updates annually:
- The first wave evaluates the user experience with the OEM’s vehicle mobile app by make, utilizing the brand’s most recent launch of an Internal Combustion Engine (ICE) model with high content.
- The second wave reviews apps from makes that offer high-volume Electric Vehicles (EVs). As EVs can offer more, and unique, use cases for the app, it is important for the user experience to align with the distinct EV customer requirements.
The two waves will be released to subscribing clients in January 2021 (ICE) and April 2021 (EV).
The OEM App Benchmark Study measures product performance and user experience, providing the information and tools needed to:
- Compare strengths and weaknesses for all state-of-the-art industry apps including feature offerings, customer journey, functions, usability and software
- Measure user experience through quantitative data and objective expert criteria based on best practices, as well as a rankable Index Model
- Identify areas of the app that are less competitive and/or difficult to use
- Understand the details of misalignments in the app with customer requirements, supported with additional insights from a follow-up survey with some of the J.D. Power 2020 Initial Quality Study (IQS)SM participants
- Detect opportunities for improvement from a customer experience perspective
- Track progress repeatedly throughout the development process using predefined and unbiased metrics