Project Brief
Intergrate Apple's ecosystem to automotive experience, a story-driven interface,
highlighting the vehicle's potential for a frictionless, inclusive, and empowering future.
Sep 2023 - Dec 2023
HMI Design
Experience Design
Interaction Design
My Contribution
Interface Design
Interaction Design
Prototyping
Design System
Contributors
Shiya Wu
Yue Xi
Mario
SantanillaYifan
DingMax Wright
Context
Every Apple product launch has redefined consumer goods. Same will happen with VisionPro and
soon after with their first vehicle under Project Titan. We envisioned what features this game-
changer car could bring in line with Apple's ecosystem. The result is a story-driven interface,
highlighting the vehicle's potential for a frictionless, inclusive, and empowering future.
Challenge
How might we innovate Apple’s ecosystem to
seamlessly integrate with automotive experience?
Focus
Apple Ecosystem
Spatial Computing
Seamless Integration
Final Design
Key Feature 1
Seamless
Transition
Into Car
Connecting personal devices to the
cars without friction.
This system links your Apple ID and
transfers your ongoing activities
directly to the HMI (Human-Machine
Interface).
Key Feature 2
Switch to
Autonomous
When autonomous mode is enabled,
press the two buttons to switch.
The IVI (In-Vehicle Infotainment),
temperature, lighting, and seating
will adjust accordingly.
Key Feature 3
Frunk Delivery
Users can use the map app to order and receive deliveries directly to their car, even if they are not in the vehicle.
Key Feature 4
Spatial
Computing
The entire car interior is transformed
into a Mixed Reality space, enabling
users to engage in a variety of
activities such as productivity,
entertainment, and socializing.
In this setup, any location within the
car can support MR content, turning
it into an interactive control surface.
Key Feature 5
Passenger ID
Apple cars will have MagSafe docks available for each seat in the car.
Passenger ID empowers every
passenger to adjust car settings via
their smartphone.
These settings are remembered for
future rides.
Research
Electric Vehicles User Research
We recognize EVs as the forefront of automotive technology, pushing the boundaries of in-car
experiences. EV users, are early adopters, actively engage in exploring the potential of their rides
— both before, during, and after the vehicle's operation.
We interviewed 24 electrical vehicle owners, including Tesla, Polestar, Nissan, Ford, Mercedes-Benz.
1
EV Users expect smoother experience transitioning in & out of vehicle.
"I search in the phone maps app at home and then in the car screen again when I get to the car."
"Even though my Nio has a big center screen, sometimes I still use my phone for navigation and messaging because it’s easier
and quicker."
2
EV Users want to utilize the commuting time more effectively and lessen the
burden.
"I love my car, but I sometimes take the metro or ride-share just so I can read and answer emails while commuting."
3
Owners of EV expect greater value and experiences.
"I rarely use my car’s mobile app to control my car other than checking battery range. It’s too much trouble."
"I feel like an EV is indeed the worst investment because I don’t use it for the majority of time in a day and it deprecates
quickly in value."
Brands Research
Apple Ecosystem
Apple reaches their customer from end to end through their
ecosystem, including hardware, software, and services.
Market Research
EV Competitor Landscape
To understand the current paradigm of EV market, we conducted
first-hand research on 13 EV cars.
Pain Points & Opprtunities
We recognize EVs as the forefront of automotive technology, pushing the boundaries of in-car
experiences. EV users, are early adopters, actively engage in exploring the potential of their rides
— both before, during, and after the vehicle's operation.
Design & Prototyping
Our vision
How might we
provide frictionless experience
to car users?
Opportunities
1
Smart Transition
We understand now a days the experience of a car is not only in the actual vehicle but the first and last mile.
Apple will utilize their frictionless ecosystem to improve the experience by understanding the journey goes beyond the actual
vehicle.
2
Productivity Hub
Apple users already use their products for work and productivity.
Spatial computing plus autonomous driving will enable the car as a new productivity hub.
3
Always Running
Steve Jobs was a huge advocate of eliminating the off button in all of the devices given how their power shouldn't be shut
off, which is what happens when you turn off a car. “I like to think that something survives after you die,” he said. “It’s strange
to think that you accumulate all this experience, and maybe a little wisdom, and it just goes away. So we really want to
believe that something survives, that maybe your consciousness endures.”
Jorney Map
Apple connectivity is not only between the users devices but also between multiple users. With this in mind, we developed a main persona
and secondary ones that are connected through a journey map
Journey Map
Design System
Senario Video