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We are interested in the role of field user interaction data in thedevelopment of IVIS, the potentials practitioners see in analyzing this data,the concerns they share, and how this compares to companies with digitalproducts. We conducted interviews with 14 UX professionals, 8 from automotiveand 6 from digital companies, and analyzed the results by emergent thematiccoding. Our key findings indicate that implicit feedback through field userinteraction data is currently not evident in the automotive UX developmentprocess. Most decisions regarding the design of IVIS are made based on personalpreferences and the intuitions of stakeholders. However, the interviewees alsoindicated that user interaction data has the potential to lower the influenceof guesswork and assumptions in the UX design process and can help to make theUX development lifecycle more evidence-based and user-centered.

The Role and Potentials of Field User Interaction Data in the Automotive UX Development Lifecycle: An Industry Perspective