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Session

5 | Challenge Your Peers

Monday, June 16

05:05 PM - 06:05 PM

Live in Berlin

Less Details

  • How can a brand’s identity be communicated through sound, and how does sound shape the user’s emotional connection to a luxury car? What sound signatures differentiate brands in the market?
  • What methodologies and tools are most effective during sound development?
  • What are the best ways to test and validate a car’s sound experience? How can we objectify testing subjects’ preferences?
  • How can we train participants to express subjective experiences without bias in sound testing?
  • How do we balance sound design with user comfort? What factors determine how sounds interact to create a cohesive auditory experience?
  • How do cultural backgrounds affect users’ perception and reaction to sounds in high-end vehicles?
  • How do we innovate sound experiences without alienating customers with traditional expectations?
Workshop

Speaker

Esther Del Portillo Cuartero

UX Researcher, McLaren Automotive Ltd

Esther Del Portillo Cuartero is a User Experience Researcher at McLaren Automotive, specializing in the research and design of in-car subjective attributes. With a master’s degree in design engineering from Imperial College London, she brings a balance between technical and user-centered design to the high-performance luxury automotive sector. Her primary interest lies in finding methods to objectively assess subjective preferences and uncover core user behaviors and attitudes in an unbiased manner.

Molly Saffman

User Experience Engineer, McLaren Automotive Ltd

Molly Saffman is a User Experience Engineer at McLaren Automotive with over seven years of experience crafting intuitive, user-centric experiences. At McLaren Automotive, she curates and defines the interaction strategy of the comfort features in some of the most advanced high-performance vehicles on the roads today. Previously, she spent nearly five years at Seymourpowell, a leading design and innovation consultancy, where she was part of a team that developed the next generation HMI for a well-known construction and agriculture vehicle company.

Company

McLaren Automotive Ltd

McLaren Automotive is a pioneering British manufacturer of high-performance luxury sports cars and supercars. Founded in 2010, the company blends technology, innovative engineering, and motorsport heritage to create some of the world’s most advanced road cars. With a focus on lightweight materials, aerodynamics, and driver engagement, McLaren’s lineup includes models such as the Artura, 750S, and Ultimate Series hypercars. Headquartered in Woking, UK, McLaren Automotive continues to push the boundaries of performance, sustainability, and design, delivering an unparalleled driving experience for enthusiasts worldwide.

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