> We set up an eye-tracking rig and analyzed how a driver’s eyes interact with the environment vs. a device screen. We built a car simulator in our office, which we connected to a gaming wheel controller, a video of typical driving scenarios, and a timed navigation prototype. We even built a physical map of Amsterdam out of paper.

This is overkill. Hell of a process but they probably could've gotten 95% of the way there in a week and a couple prototypes.