Zenuity is a young autonomous driving (AD) and advanced driving assistant systems developing software company located in Gothenburg Sweden. The company is a joint venture by Volvo Cars and automotive safety supplier Autoliv (Veoneer). 

For 10 weeks, we worked as a team with Zenuity to explore how to bring a more human- centered approach to a tech oriented company as together with our client we believed this would help to build a bridge of trust in relation to their brand and offerings towards all stakeholders.

Finally, our proposal to integrate this complimentary human-centred mindset, we presented our findings and solutions in a fika booklet which was targeted at all Zenuity employees. Within the Swedish culture, fika means coffee break and we discovered that in Zenuity the employees organise a weekly Friday fika. Thus, we saw this as a subtle way to influence the company culture in an eye-catchy and easily digestible way. 

Level 5 makes reference to the predicted classifications of autonomous driving. As automotive companies are now racing against each other towards who will bring out the best solutions for AD offerings, we want to remind companies not to forget about the needs and wants of their end users to ensure strong and sustainable brand growth. Thus, we want to raise the question: what happens after AD level 5?