I would first ask why we are designing a new car stereo. Let’s assume the new car stereo is being designed to enable a better integration with new services available because of the existence of mobile. I would define my target market as the following: – City cars (SUV, Sedan, convertible, etc) – A car that’s already launched the first version of their smartphone friendly stereos and support iOS and Android for cars As of 2018, the stereo hardware is just becoming a touchscreen that runs the OS provided by Google and Apple. So I will assume that while the hardware is standard, we are working with either of the platform providers (google or apple) to design the next car stereo platform. When I think about the needs of users of stereos, a few unique ones come to mind: – As soon as driver sits in the car, they would like to be recognized so that they don’t have to do any set up of the stereo – They are in different mood depending on the time of day and type of ride (e.g. drive to work vs. driving towards cottage) – They access their music / podcasts / audiobooks / etc via their smartphone apps with multiple clicks, which are dangerous to access while driving as they take away attention from driver – They might be driving late at night (feeling sleepy) and need the stereo to help them stay awake Now, here are a few features I can think of for this new stereo. I should mention that I’m assuming the stereo will have the basic functionalities of a mobile friendly stereo such as integration with iOS and Android (may new cars in 2017 offer such functionalities). So, basic functionalities such as Siri integration have already been implemented: 1) Detect driver / passengers as they enter the car (you can leverage beacons data for that) and immediately make available their faovorite media and present relevant content 2) Offer a car media centre that aggregates all content that is usually consumable by drivers while driving and present in the screen in an easy to use way to reduce number of clicks to play a music / podcast / audio book / etc. e.g. list podcasts, music, favourite radio channels, audio books all in one place to make it easy for user to discover their content 3) Leverage historical data and machine learning to predict user’s interest in media based on time, day, and rout and suggest the right content to the driver / passenger 4) If driver is driving late at night and is listening to soft music, suggest to play songs that help driver stay awake 5) Enable privacy feature to ensure recommended contents are only presented with person’s permission if there are more than one person in the car (use voice sensors, door sensors, or beacons to determine number of people in the car) Here is how I would evaluate the new features based on impact on user and cost of implementation: 1- high value, low cost 2- high value, high cost since we need to integrate with various services and sign agreements 3- high value, medium cost 4- low value (doesn’t happen very often), low cost 5- medium value (privacy matters), low cost Based on the above, I would suggest prioritizing features 1 and 2. Once 2 becomes available, enabling 3 is easy to build. 2 is a challenging feature to build but it will add a lot of value in the long run. You can see more PM questions and answers at productmanagementexercises.com. Hope it helps.