Case Study: Lucid Motors achieves a successful Saudi launch with Digital of Things user research

Lucid Motors localizes Saudi in-car screens with Digital of Things through 10 user interviews

Lucid Motors, a luxury electric vehicle brand, faced the challenge of localizing its in-car entertainment screens for a successful launch in the Saudi Arabian market. They needed to validate the Arabic version for cultural accuracy and sensitivity but lacked the regional insights and resources to test with the specific Saudi demographic. They engaged Digital of Things for its user research expertise and access to local testers.

Digital of Things conducted in-depth user interviews and live usability testing with a targeted panel of Saudi nationals in Riyadh. This research identified critical cultural pain points, such as a feature that was unsafe due to local driving habits. The insights enabled Lucid Motors to fully localize and optimize its product, resulting in a culturally sound launch and establishing a fast-growing presence in the EV market.

Lucid Motors