Immersive technologies are redefining user interactions in the evolving digital landscape, promising deeper and almost physical digital experiences (Alpers et al., 2020). Concurrently, the mobility world is undergoing a paradigm shift, with an emphasis on advanced autonomous solutions. Such autonomy enables users to reclaim and repurpose their commuting time, fundamentally altering how people interact with their vehicles and ushering in an era of enhanced on-road experiences.

Mercedes-Benz hopes to be at the epicentre of these tectonic shifts by incorporating immersive technologies into their upcoming fleet. Their goal is to fundamentally transform user experiences, not just technological ones. Realising this ambitious vision, however, necessitates an in-depth exploration of this domain to ensure that the proposed innovations provide tangible value to end-users. This thesis delves into the complexities of such plausible futures, focusing on users’ perceptions and expectations of these technological interventions.

This thesis combines speculative design and context mapping methodologies in a synergistic manner. The former allows users to empathise with potential realities by facilitating the creation and exploration of future scenarios. Context mapping, on the other hand, deepens our understanding of user needs, concerns, and aspirations, resulting in more nuanced and resonant solutions.

The thesis begins this investigation by delving into the theoretical underpinnings of XR in AVs, focusing on the intersections of autonomy and immersion levels. Following trend and stakeholder analysis, the existing tensions in this space were revealed. Five meticulously crafted future scenarios sparked conversations with selected participants during context mapping sessions. Thematic analysis revealed shifting vehicle perceptions, the changing nature of space within autonomous vehicles, and the criteria for successful XR integration in AVs. This process also shed light on the specific dynamics and implications of the tensions highlighted in the scenarios. As a result, some tensions were validated, new values emerged, and inherent biases towards certain values became evident.

Unsurprisingly, safety emerged as the top priority, with tensions especially high during control negotiations between systems and users, i.e. in Takeover (TO) scenarios. To address this criticality, the research focused on creating an ideal TO journey, with the goal of seamlessly transitioning a user from an immersive state to assuming vehicle control, all while minimising safety-related concerns. This design process, which was subjected to expert scrutiny, resulted in a comprehensive experience map and a detailed video elucidating the TO experience, capturing the intricate dynamics of user-system interactions.

The feedback from these expert consultations not only validated but also enriched the research, pointing out areas for further investigation and refinement. The resulting experience video was useful in focus group sessions, allowing the research team to identify elements that resonated and those that needed to be reconsidered.

Finally, the thesis emphasises the importance of collaborative problem-solving by highlighting key tensions, most notably the delicate balance between immersion and safety. Furthermore, it lays out a strategy for future research in this area, emphasising the robust potential of speculative design as an invaluable research tool, particularly in corporate settings. This study provides a blueprint for how companies like Mercedes-Benz can navigate the convergence of immersive technologies and autonomous vehicles, ensuring a future in which technology enhances, rather than dictates, the human experience.