Future of Luxury @RAM
Where:
Stellantis N.V. Remote Internship
Stellantis N.V. Remote Internship
Duration:
12 Weeks
12 Weeks
Role:
User Experience Research & Design, User Interface Design
User Experience Research & Design, User Interface Design
Project Brief:
We were tasked to ideate what we believe to be the future of luxury for Stellantis brand RAM. Each intern was given their own leadership role in their area of expertise and we all came together to create our unique vision. Focusing specifically on a Ram Truck, we answered what a luxurious truck would look like in the near 2040’s.
Partners: Kat Snyder, Sarah Craven, Ryan Toups, Dane Hamilton, Anthony Vanderhorst
Partners: Kat Snyder, Sarah Craven, Ryan Toups, Dane Hamilton, Anthony Vanderhorst
User Personas:
We began our process by researchign and discussing what we believed were going to be our strongest potential personas/buyers for our new vision of luxury. While typically only one persona is selected and taken to the end, our mentors and superiors encouraged us to proceed with both so we could give two strong use cases.
Journey Maps:
I then took all of our discussions and beginning ideations and began to develop main use cases and pain points for us to create solutions, which was then used to create our journey maps. The first maps emphasize current pain points our users would have with standard trucks that dont meet their needs, while the second ones show vast improvement and success with the introduction of our RAM Truck and its proposed features.
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Storyboards:
A visual story-telling method that directly ties into the previous journey maps to begin to visualize some of our ideas, pain points, and solution features.
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Comparitive Analysis:
Main Goal of an Automotive Interface:
Driving is a high-input environment and hundreds of thousands of people die in car accidents each year. Humans are prone to error, i.e. we can’t even remember more that 6–9 items in most cases. That’s why safe driving should be the main goal of every car interface designer.
In general, safety can be reached in two main ways: by minimizing distraction & by supporting the user.
I then proceeded to create a comparitive analysis where I looked at current vehicles doing well and not, upcoming vehicles with storng potential, and direct vehicle competitors.
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Driving is a high-input environment and hundreds of thousands of people die in car accidents each year. Humans are prone to error, i.e. we can’t even remember more that 6–9 items in most cases. That’s why safe driving should be the main goal of every car interface designer.
In general, safety can be reached in two main ways: by minimizing distraction & by supporting the user.
I then proceeded to create a comparitive analysis where I looked at current vehicles doing well and not, upcoming vehicles with storng potential, and direct vehicle competitors.
First Iterations:
Beginning sketches and ideations working out fetaures and details.
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Second Iterations:
Further development and adjustments following initial discussions and rounds of feedback from superiors.
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Final Iterations:
Further development and adjustments following initial discussions and rounds of feedback from superiors.
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Left vehicle; temporary asset
Center vehicle render by: Dane Hamilton
Left vehicle; temporary assetCenter vehicle render by: Dane Hamilton
Next Steps:
- Ideate what different driver profiles look like
- Ideate relationship between car modes and screen
- Further research passenger screen uses
- Further explore levels of AI and the application of Autonomy and Machine Learning in cars