Jeep
UX-transportation design in level 5 autonomous driving in a sharing economy 2030.
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Challenge: Reimagining Transportation in a Fully Autonomous Sharing Economy
In this project, I had the exciting opportunity to work with Jeep USA to explore UX design in the context of level 5 autonomous driving within a sharing economy. The challenge was to envision a future where users rent and share a Jeep, rather than owning it, and experience it in a fully autonomous environment—meaning they wouldn’t drive the vehicle themselves.
This concept, which might seem like science fiction today, is increasingly becoming a reality. The task was to leverage Jeep's iconic off-road brand DNA to create new user values that resonate with future generations of drivers in this autonomous, shared economy.
Approach: Designing the Future of User Experience with VR
To bring this futuristic concept to life, I used a staged approach. Initially, I began with exterior design estimations, focusing on how the Jeep's identity could be preserved in an autonomous, shareable future. Then, I transitioned into user experience simulations through virtual reality (VR). This allowed me to simulate interactions inside the vehicle, adjusting dimensions and aligning spatial comfort to match the user experience.
In the VR environment, I could visualize the spatial layout and interaction flow, testing how users would engage with the vehicle’s interior. This approach helped refine the user interface (UI) and ensured that the design aligned with both brand expectations and user comfort.
Refinement: Capturing Jeep's Brand DNA for the Future
When it came time to finalize the look and feel of the concept, I created detailed mood boards that explored not just the colors and materials, but the overall essence of the Jeep brand in this autonomous future. The goal was to capture the adventurous spirit of Jeep while adapting it to a new context—one where the experience is driven by technology, not the user’s actions.
These mood boards encapsulated the Jeep brand DNA, blending its rugged off-road heritage with the new, innovative reality of a shared, self-driving world. By considering both the emotional and functional aspects of the design, I aimed to deliver an experience that was both immersive and true to Jeep's core values.
Impact: Shaping the Future of Shared Autonomous Vehicles
This project was an exploration of how transportation design can evolve in response to emerging technologies and societal shifts. By combining autonomous driving, sharing economy principles, and Jeep's iconic identity, I was able to demonstrate how UX design can create meaningful, user-centric experiences in the future of transportation. The resulting design concept not only redefined the user experience but also set the stage for future innovations in autonomous, shared vehicles.
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