Rivian 2035：Pioneering in Adventures Sustainbly

How can we design HMI for cars that are off-road capable?

The project's objective was to strategically map out Rivian's trajectory in the automotive domain over the next decade with a focus on elevating the in-vehicle user experience. Within a compressed timeframe of seven weeks, my peer and I worked on brand research, conceptualized the brand's future, conducted in-depth user studies, and rapidly generated low-fidelity prototypes. This iterative process culminated in the creation of a forward-thinking design system for Rivian's Human-Machine Interfaces (HMI), which we showcased through a narrative video that brings potential future user scenarios to life.

Brand Analysis and Strategy: Based on our analysis of Rivian's current market positioning and brand ethos, we delivered a future-facing brand strategy that embodies enhanced eco-adventure and tech-savvy reliability to engage a progressive, environmentally conscious demographic.
User Analysis: Following comprehensive user interviews, we developed nuanced personas, uncovering fresh insights and opportunities to elevate the user experience design.
Design and Showcase: We identified solutions for each challenge, developed mood boards and stylistic guidelines, and finalized our approach with a clickable prototype and a scenario-based video, illustrating the future Rivian user experience.

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RIVIAN 2023

brand research

Eco-Friendly
Adventurous
Innovative
Collaborative

RIVIAN BRAND STRATEGY 2023

dealer visit experience

research on cockpit UX

user persona 2023

brand strategy

RIVIAN 2035

purpose 2035

BRAND RESEARCH

Create the culture of modern outdoor lifestyle

persona 2035

BRAND RESEARCH

empathy
map

BRAND RESEARCH

user journey map

BRAND RESEARCH

design opportunities

BRAND RESEARCH

How might we switch between manual and auto mode seamlessly and inform the user when it is safe to do so?

How might we notify the user that it is safe to divert their attention?

How might we let other drivers know the car is in autopilot mode?

How might we assist the user in extreme weather, especially when autopilot malfunctions, and ensure users feel confident even when the weather/road conditions deteriorate in all driving modes?

How might we support the driver in extreme weather?

How might we ensure the user feels assisted even if the autopilot will not function?

How might we aid the driver in reactivating autopilot?

How might we communicate that the car is being operated safely under autopilot?

How might we make the AI assistant helpful without being intrusive?