Designing for Trust: Enhancing Passenger Confidence in Shared Autonomous Vehicles

Passengers’ trust in Shared Autonomous Vehicles (SAVs) can be affected by different factors, such as their attitudes toward new technologies and perceptions of the vehicles’ reputation. While the existing literature has begun to explore these issues, there is limited research investigating how industrial design in SAVs can enhance passengers’ trust levels. To address this gap, this study responds to the central question: How can passengers’ trust in the vehicle itself and in fellow passengers be enhanced through design intervention? This question conceptualises trust in the vehicle and trust in strangers as an integrated trust issue within the SAV context. To fill this gap, this study adopts a project-grounded methodology. The design work is guided by five trust principles: anthropomorphic design, a defensible space, system transparency, personalisation features, and a restorative environment. Drawing on insights from an auto-ethnography of current ride-sharing services, these principles are further explored and applied to identify design opportunities for both the physical and digital elements of SAVs. The final conceptual SAV design demonstrates how different design elements can be orchestrated to engender user trust. The outcome contributes to ongoing design practices and helps researchers and designers better understand trust design for SAVs.