Timeline
Fall 2022
Team
Yeseon Kang
Peter Harvey
Jaclyn Kim
Hazel Choo
Role
Design Lead
UI/UX Designer
Motion Designer
Tools
Cinema 4D
After Effects
Figma
Illustrator
Speculative UI/UX Concept Design Project
Sponsored by General Motors
REVO
Currently, Buick's target consumer groups are limited, prompting recent efforts to broaden its market share and attract a more diverse range of consumers. The company also aims to enhance the vehicle customization experience by integrating advanced technology. In order to achieve the goal, we incorporated the concept of a V2V communication system and personalization elements into our design language.
Challenge | Opportunity
REVO is the speculative concept design for digital Experience inside the car - mainly focused on the car dashboard display using the 2024 Buick Wildcat EV as a brand platform.
Overview
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V2V Communication: enables vehicles to wirelessly exchange information about their speed, location, and heading.
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Customization: allows users/drivers to express their personal tastes when setting up their user profile for the V2V Communication system.
V2V Communication
Customization
Key Concept
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While Buick’s main focus is currently the Chinese market with mostly the older generation, it has recently been working to expand its market share, including younger buyers who are looking for stylish vehicles that offer enhanced technology features.
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Furthermore, several articles and customer reviews regarding Buick indicate that it would be more successful if it could develop the essence of technological integration and personalization.
To understand the target customers, we did primary and secondary research where we found the user's pain points.
User Research
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Viewing a vehicle as an extension of ourselves.
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Finding the emotional connection between the brand and the customer.
How does a customer interact with the car and customize the digital experience to their needs?
Concept Development
Typography
Design System
Header
Kallisto
Medium
Body
Helvetica
Regular
Shall I drive you home?
Wildcat REVO
Color
Icons
# ffffff
# 000000
# BB9D59
# 455579
Expanding your Universe
Art Direction
Utilizing the connectivity of the orbits in the galaxy to build an immersive digital experience for Buick drivers. The vision movie introduces our car REVO, meaning Revolution. The icon, colors and the typography in style guide is inspired from the shape of planets and stars in the galaxy.
Dashboard Design
User Interface Design
The navigation in the middle is inspired by the constellation map, the unique Bluetooth system OrbitShare is depicted with revolving orbits, and the music UI has a shape, which creates this beautiful celestial system harmoniously.
Introducing OrbitShare
Key Concept 01
OrbitShare is the name we came up with for the Buick interactive Bluetooth system. It would guarantee the safety of drivers by allowing vehicles to share information about their speed, direction, and location, which would help prevent accidents and alert other drivers. Also, it can provide entertainment options for drivers by letting them share photos, messages, music playlists, and nearby attractions.
Customizable Orbits: User Profile
Key Concept 02
Once a user sets up her user profile, he or she will be represented in the form of revolving orbits just like how we see different profiles in Bluetooth apps like Airdrop. Drivers can customize the colors and the textures of their orbit to express their personality which adds a unique touch to their user profile on the dashboard.
Transforming Dashboard
Product Design
This newly designed transforming dashboard changes its shape, offering two different modes - the private and the sharing mode. It allows drivers to enjoy their time both individually and collectively inside the car. The extendable armatures connected with robotic hinges and the rollable screen will enable the display to band automatically.
