General Motors, one of the world’s largest automakers, asked us to to reimagine the user experience of the Cadillac brand, we started with the 2023 Cadillac LYRIQ, the first all-electric vehicle GM has ever created. By taking a design and research-fueled approach, our team created a touchscreen experience that not only improved but amplified the vehicle’s luxurious interior.
The Challenge
A vehicle’s user experience is quickly becoming one of the most important and differentiating parts of the overall experience. In fact, many automotive insiders believe that software will make up 90% of automotive innovation by the end of the decade.
In designing the user interface for Cadillac, we started with a vision but recognized that we were going to need a fresh perspective and new ways of thinking to turn it into a reality.
Kicking the work off, the team started with a simple question: Why can’t things work better? With that has our mantra, we set-out to reimagine the experience central to the future of the brand.
Powered by technologies new to the automotive industry, we had an opportunity to reimagine the user experience of the Cadillac brand and redefine what luxury is in a digitally enabled world.
The Outcome
Designing for Luxury a Million Pixels at a Time
As a luxury brand looking to the future, it was essential that every physical or digital touchpoint of the Cadillac LYRIQ did not just reflect but actually redefine what a luxury experience is. Our team set out to create an experience that sweated every pixel, interaction and design element in an effort to deliver a truly compelling experience.
As a luxury brand looking to the future, it was essential that every physical or digital touchpoint of the Cadillac LYRIQ did not just reflect but actually redefine what a luxury experience is. Our team set out to create an experience that sweated every pixel, interaction and design element in an effort to deliver a truly compelling experience.
We collaborated with Cadillac’s design studio to reflect and amplify the LYRIQ’s inspiring and luxurious interior often becoming an extension of the industrial design that was being formed by hand in the studio. The result was a visual language of subtle tension, simplicity and moments of data-driven beauty.
Using 3D Design with Subtly and Sophistication
The opportunity was big. 33-inch of advanced LED big. But successful digital experience is all in the details. To that end one key design choice we made was to make use of the Z-Axis. It allowed us the ability to create depth and dimension in even the most subtle moments of the experience. With advanced screen technology and huge processing power onboard, we created a design language full of subtle animations and dimensional transitions that complimented the luxurious and sophisticated interior design. The result is a 3-dimensional feel that is entirely unique and points to the future of experiences everywhere.
The opportunity was big. 33-inch of advanced LED big. But successful digital experience is all in the details. To that end one key design choice we made was to make use of the Z-Axis. It allowed us the ability to create depth and dimension in even the most subtle moments of the experience. With advanced screen technology and huge processing power onboard, we created a design language full of subtle animations and dimensional transitions that complimented the luxurious and sophisticated interior design. The result is a 3-dimensional feel that is entirely unique and points to the future of experiences everywhere.
Through it all, we had to reflect the future of the brand and its vision of luxury. That vision was just a sketch when we began but quickly became the Cadillac language.
I began as the Art Director for Cadillac then transition to the Creative Direction team for all GM in-vehicle User Interface.
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