UX DesignUnityAR/MRAutomotive
Future Mobility Concept
IYA · Feb 2025 – Mar 2025
Final Interactive Demo — Immersive Gaming Experience
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9-week design sprint contracted with a major automotive manufacturer. Our team tackled a key insight: Gen-Z is the loneliest generation. 61% of young adults report serious loneliness, yet no vehicle has been designed around enhancing human connection while respecting the need for privacy.
Role & Objective
- •UX Designer & Unity Developer on a 4-person team during a 9-week design sprint
- •Led design and development of the car's immersive gaming concept, zoning system, interactive displays, and mixed reality features
- •Sole creator of all storyboards defining the complete user journey
- •Built interactive Unity demos to pitch concepts to client stakeholders
Key Features Developed
- •Immersive Gaming Mode: All surfaces (windows and walls) become screens, creating a 360° gaming environment—demonstrated through Space Invaders, Rocket League, and a D&D campaign scenario
- •Zoning System: Privacy partitions divide the car into communal and private zones, with the center designated for group activities
- •Activity Modes: Individual and Communal programs that transform the interior, supporting activities like play, rest, and dining based on passengers' needs
- •Floating AR UI: Hand-tracked interface projected in space, allowing passengers to opt-in or opt-out of group activities or interact with the car
- •Privacy Dividers: Noise-canceling partitions that rise when users choose isolation
- •Communal Table & Storage: Rising table with integrated storage for shared items users bring aboard (e.g., tabletop game accessories, dining supplies), supporting communal activities like gaming and family dinner
Process & Iterations
- •Storyboard v1: Explored usage across various drive times (3+ hours, 1-2 hours, under 1 hour) using personal road trip experiences. Praised for thoroughness
- •Storyboard v2: Introduced zoning concept and AR/MR exploration based on feedback; condensed user experience into single trip narrative
- •Early Prototype: Demonstrated relaxation modes, communal dining, and privacy features. Client requested exploration of opt-out scenarios
- •Final Demo: Consolidated all features into immersive gaming scenario, showcasing the full opt-in/opt-out flow with floating UI controls