The Future of Driving Decisions
Simplifying the choice between EV, hybrid, and gas vehicles.
A UX research study exploring how people navigate complex vehicle decisions, and how research can reduce information overload and support a more confident choice.
UX Research · Decision-Making · Systems Thinking
Role: UX Researcher
2026
A purchase decision that became a research problem.
More information wasn't necessarily creating more confidence. Buyers had to compare cost, infrastructure, reliability, environmental impact and lifestyle fit across fundamentally different vehicle technologies.
• Decision Anxiety
• Information Overload
• Unclear Comparisons
Research Goal
Design a decision framework that reduces cognitive overload and supports confident vehicle selection across EV, hybrid and gas options.
01 - Narrow a large number of options into a focused set.
02 - Increase confidence and clarity in the final decision.
Research Questions
How do consumers navigate the decision between EV, hybrid and gas vehicles + and what enables a confident final choice?
How are people researching?
When does information become overwhelming?
Which factors matter most?
What turns research into a decision?
Research Approach
Primary Research
5–7 participants actively considering a vehicle purchase, with varying familiarity with EVs; semi-structured conversations exploring individual decision journeys.
Secondary Research
EV adoption/consumer behaviour reports, automotive comparison platforms, government infrastructure/incentive information, and literature around decision fatigue and information overload.
Key Insights
01 - More information doesn't necessarily create more clarity.
Participants consulted multiple sources but often became more uncertain as research continued.
02 - Cost is the starting point, but not a simple comparison.
People struggled to reconcile upfront price with long-term savings.
03 - Unfamiliar technology amplifies perceived risk.
Weather, charging and infrastructure uncertainty increased hesitation around EVs.
04 - Vehicle decisions aren't purely rational.
Lifestyle compatibility and emotional confidence affected decisions even when sufficient information was available.
Different People, Different Decision Criteria
James
Long-term value + sustainability
Pain Point: Cost per trip, price of gas
Jennifer
Reliability + familiarity + confidence
Pain Point: Learning a new system, a new way to do something she has done for many decades
George
Short-term flexibility + low commitment
Pain Point: Lack of trust in new automotive technology
The “best” vehicle changes depending on the person's context:
not simply the vehicle's specifications.
Opportunities
Simplify comparison
Compare vehicles around lifestyle needs rather than specifications alone.
Build trust
Translate reliability, charging and technical information into understandable guidance.
Reduce decision anxiety
Guide users progressively instead of exposing every possible option simultaneously.
Account for ownership context
Adapt recommendations to long-term versus short-term ownership needs.
How might we simplify vehicle comparison?
How might we build trust in EV reliability?
How might we reduce decision anxiety under time pressure?
Proposed Directions / Future Work
• Decision-support tool
• Personalized recommendation engine
• Cost comparison dashboard