This paper aims to optimize the user experience of elderly drivers when using on-board information system. This paper puts forward the research method of user experience optimization design of elderly vehicle information system based on QFD. Firstly, according to the results of market research and user interviews, the needs of elderly drivers are screened and integrated, and Kano model is used to divide the needs, and the importance of elderly drivers' needs is obtained. Secondly, based on QFD, the user requirements are transformed into design requirements, and the house of quality model is established. The importance of design requirements is obtained through user rating, so as to obtain the key design requirements, which is the theoretical basis for scheme design. Finally, according to the concept of Pugh, the alternatives are selected and evaluated, and the advantages and disadvantages of the schemes are compared and combined to determine the best scheme. The evaluation results of the design scheme show that Kano model and Pugh concept selection in QFD can be used as an effective research method for the user experience optimization of the elderly vehicle information system, and the results obtained by this method are objective and practical.