This paper introduces our research which aims to develop a design approach for ADAS applications in which human factors (including stakeholder feedback and objective performance measures) are explicitly accounted for. Since driving is part of a complex (traffic) system, with a large number of interacting components, ADAS design is confronted with choices for which the influence on the system, and the driving performance in particular, is not immediately manifested. Therefore, providing designers with relevant feedback during the design process, about the consequences of specific choices, will increase the efficiency and safety of driver assistance systems.