ELIZABETH COSTA


As an Interaction Designer, I immerse myself in research - reading, interviewing, futurecasting, funneling data and findings into mind maps. With these insights, I hand-craft the user experience allowing the user to feel safe and included. I am an advocate for those left ignored.


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Future of Luxury @ RAM



Stellantis (FCA Fiat Chrysler Automobiles)
#Research #UX Design #Automotive Interface
Automotive UX, Prototyping


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



User Personas:

We all started the project by researching 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.




User Journeys:

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.




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.




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.




First Iterations:

Beginning sketches and ideations working out fetaures and details.




Second Iterations:

Further development and adjustments following initial discussions and rounds of feedback from superiors.




Final Iterations:

Further development and adjustments following initial discussions and rounds of feedback from superiors.

Left vehicle; temporary asset
Center vehicle render by: Dane Hamilton



2024 Elizabeth Costa