Our focus at IAA is to understand how humans interact with the abundant technologies and environmental factors that influence performance in transportation. Understanding these interactions is critical to ensuring that new technologies are safe, effective, and an enhancement to existing systems.

Our Role

IAA’s team of Human Factors engineers investigate how the design of a vehicle or transportation system, coupled with human behavior, influences safety and efficiency. We identify risks and develop methods to mitigate or eliminate errors from occurring. Some factors in the design of a vehicle that can contribute to errors include navigation systems, infotainment systems, power steering, seat belts, mirrors, and windows. Additionally, we apply psychology, design, and Human Factors principles to evaluate the environmental variables (e.g. weather, traffic signs, road layout, and pedestrians) and determine the degree of risk and impact. We have experience conducting heuristic evaluations, running user experience studies, and re-designing systems to ensure a seamless shift between the user and complex systems.

Our Locations

Saratoga Lab
1821 Saratoga Avenue, Suite #200
Saratoga, CA 95070
Phone: (408) 342-9052

Hamilton Lab
4950 Hamilton Ave, Suite #104
San Jose, CA 95130
Phone: (408) 866-1800

Office Hours

Mondays: 8:00am - 5:00pm

Tuesdays: 8:00am - 5:00pm

Wednesdays: 8:00am - 5:00pm

Thursdays: 8:00am - 5:00pm

Fridays: 8:00am - 5:00pm

Saturdays: By Appointment

Sundays: Close

Our Mission

IAA helps make technology approachable, intuitive and fun! We can research, design, evaluate or test your product or work environment to be more useful, usable, safe and satisfying. We apply a business-centered approach to user-centered design, evaluation and testing by focusing on user experiences that have marketability and economic impact.