CATEGORY
INTERACTIVE Experiential » UI UX Winner
CATEGORY DESCRIPTION
Motion design in the context of a user interface for a game, website or application
PROJECT DESCRIPTION
General Motors requested unique interface visualizations to control new technologies featured in the all-electric Cadillac LYRIQ, a vehicle rooted in more than a century of automobile innovation.
Working alongside the Cadillac UI team, in-car human-machine interface (HMI) became a highly effective initiative in solving a real-world problem: connecting drivers to advanced technologies through intuitive design.
We embraced a visual strategy to recognize the iconic brand while creating a unique future-facing in-car experience.
The project demanded fresh thinking from a UI and UX perspective to control in-car tasks with ease and efficiency as a matter of safety and convenience.
A driver-centric 33” LED screen serves as both instrument panel and infotainment system; an in vehicle digital cockpit managing real-time information, notifying drivers of distraction by continuously monitoring and interacting with objects in an intuitive and non-obstructive way, while front console UI and rear seat displays add another dimension of personalized flexibility.
CREDITS
Marti Romances:
Creative Director and Co-Founder at Territory Studio San Francisco
Anthony Pond:
UX Design Manager at Territory Studio
Lyniel Dao:
Head of Production, Territory Studio San Francisco
William Thompson:
Senior Manager, User Interface Design at General Motors
Scott Martin:
Creative Director, User Interface Design at General Motors