Hyundai Automotive Innovation Tool
What happens when 18 business unit leaders from Hyundai's HQ converge on the concept of innovation in the Bay Area?
Leading a team of design strategists along side Hyundai Ventures VC arm Citizen sought to remove language as a barrier and simply introduce gestures as a common language of innovation.
The result was the development of an Automotive Innovation Tool for Hyundai bringing user scenarios to life with interactive tech to explore the future of connected cars.
The goal was to examine the future user’s needs and interactions with connected cars, and bring their stories to life. Hyundai’s Automotive Innovation tool showed that the standard pattern of car ownership for three different user types are affected by throwing a new, disruptive technology or trend into its path.
Projecting the future trajectory of innovative technologies can become overwhelming if not grounded in the needs of the end user. We took a look at three different personas to identify their expectations in the automobile space to help our client prepare for these technological shifts.