Overview
A powerful driving experience that evolves according to your driving styles & habits, which creates sense of loyalty, growth and trustworthiness
Overview
A powerful driving experience that evolves according to your driving styles & habits, which creates sense of loyalty, growth and trustworthiness
Collabration
Cupra Racing, part of SEAT Group
Collabration
Cupra Racing, part of SEAT Group
My role
Visual Identity | Interaction Prototyping | Interaction Design | Animation | Storytelling
My role
Visual Identity | Interaction Prototyping | Interaction Design | Animation | Storytelling
Team
Tianyi Wang & Yuta Kanzaki
Team
Tianyi Wang & Yuta Kanzaki
Timeline & duration
Fall 2023 | 12 Weeks
Timeline & duration
Fall 2023 | 12 Weeks
Project Background
Project Background
Project Brief
Cupra approached us with the vision to create a holistic sensory automotive concept. Their goal was to explore a cohesive automotive concept that integrates different senses through aesthetics and innovative use of technologies
Project Brief
Cupra approached us with the vision to create a holistic sensory automotive concept. Their goal was to explore a cohesive automotive concept that integrates different senses through aesthetics and innovative use of technologies
Branding & Positioning
To comprehend Cupra's visual language, I performed a brand analysis to further investigate the unique visual elements that distinguish Cupra from other sporty electric vehicle brands. I discovered that Cupra is an unconventional challenger brand, combining emotional design, electrification, and performance. Although disruptive and distinctive, Cupra is not universally liked, appealing only to a specific audience. Cupra is designed for those who wish to stand out from the crowd with something that truly sets them apart
Branding & Positioning
To comprehend Cupra's visual language, I performed a brand analysis to further investigate the unique visual elements that distinguish Cupra from other sporty electric vehicle brands. I discovered that Cupra is an unconventional challenger brand, combining emotional design, electrification, and performance. Although disruptive and distinctive, Cupra is not universally liked, appealing only to a specific audience. Cupra is designed for those who wish to stand out from the crowd with something that truly sets them apart
There are two branding directions that I envision for Cupra. The first direction involves amplifying their unconventional design language to cater to segments that appreciate a more extreme sporty driving experience.
There are two branding directions that I envision for Cupra. The first direction involves amplifying their unconventional design language to cater to segments that appreciate a more extreme sporty driving experience.
The second direction involves toning down the extreme design elements. While remaining sporty, this approach is less extreme and can appeal to a broader user base.
The second direction involves toning down the extreme design elements. While remaining sporty, this approach is less extreme and can appeal to a broader user base.
The first branding strategy gears towards a vehicle designed for extreme performance on tracks. On the other hand, the second branding strategy focuses on an on-road vehicle for urban settings, offering sporty performance. In this project, we will focus on designing a sporty driving experience for an on-road vehicle for urban settings.
The first branding strategy gears towards a vehicle designed for extreme performance on tracks. On the other hand, the second branding strategy focuses on an on-road vehicle for urban settings, offering sporty performance. In this project, we will focus on designing a sporty driving experience for an on-road vehicle for urban settings.
User Profile
User Profile
Our Target Users
Our target users for 2035 are members of Gen Z. This group is known for valuing self-expression, performance, and community, which form the foundation of this user demographic.
Our Target Users
Our target users for 2035 are members of Gen Z. This group is known for valuing self-expression, performance, and community, which form the foundation of this user demographic.
User Scenarios
There are two main scenarios for the user profile. During the weekdays, she gets caught in city traffic during rush hours. On the weekends, she enjoys driving freely in suburban areas.
User Scenarios
There are two main scenarios for the user profile. During the weekdays, she gets caught in city traffic during rush hours. On the weekends, she enjoys driving freely in suburban areas.
During the weekdays: navigating through the chaotic labyrinth of city traffic, Mia often finds herself in the midst of a daily struggle. The relentless crawl of vehicles, the blaring horns, and the sea of brake lights create an environment that tests her patience and resilience.
During the weekdays: navigating through the chaotic labyrinth of city traffic, Mia often finds herself in the midst of a daily struggle. The relentless crawl of vehicles, the blaring horns, and the sea of brake lights create an environment that tests her patience and resilience.
During the weekends: Mia’s weekdays are filled with the hustle of city life, but come the weekend, she transforms into a road warrior. Behind the wheel of her car, Mia navigates suburban landscapes with a need for speed, reveling in the freedom of open roads.
During the weekends: Mia’s weekdays are filled with the hustle of city life, but come the weekend, she transforms into a road warrior. Behind the wheel of her car, Mia navigates suburban landscapes with a need for speed, reveling in the freedom of open roads.
Design Process
Design Process
Prototyping: Driving Paradigms
In order to challenge the conventional approach to driving, we immersed ourselves in various driving styles to capture a sense of sportiness and unconventionality. The images and videos below provide an overview of our low-fidelity prototypes
Prototyping: Driving Paradigms
In order to challenge the conventional approach to driving, we immersed ourselves in various driving styles to capture a sense of sportiness and unconventionality. The images and videos below provide an overview of our low-fidelity prototypes
Acceleration & Deceleration
Change Directions
Driving Module Prototypes
Urgent Breaks On Handles
Ambience Space
Flexible Surface Prototypes
About Cupra Symbio
About Cupra Symbio
Introducing: Cupra Symbio
A powerful driving experience that evolves according to your driving styles & habits, which creates sense of loyalty, growth and trustworthiness
Introducing: Cupra Symbio
A powerful driving experience that evolves according to your driving styles & habits, which creates sense of loyalty, growth and trustworthiness
3 Modes
Zen Mode
Zen Mode
Poised Mode
Poised Mode
Vigor Mode
Vigor Mode
Poised Mode
This default mode is versatile, suitable for multiple scenarios. It provides a balanced, athletic yet calm experience, serving as a middle ground between the meditative Zen mode and the energetic Vigor mode.
Poised Mode
This default mode is versatile, suitable for multiple scenarios. It provides a balanced, athletic yet calm experience, serving as a middle ground between the meditative Zen mode and the energetic Vigor mode.
Zen Mode
It is designed for situations where drivers are stuck in weekday traffic jams. Its goal is to provide a meditative moment for the driver to rest without concern for the traffic conditions.
Zen Mode
It is designed for situations where drivers are stuck in weekday traffic jams. Its goal is to provide a meditative moment for the driver to rest without concern for the traffic conditions.
Solo Meditation: The system enables solo meditation sessions during times when the driver is anxiously stuck in traffic jams. The soft golden breathing light helps ease her nerves and encourages her to meditate.
Solo Meditation: The system enables solo meditation sessions during times when the driver is anxiously stuck in traffic jams. The soft golden breathing light helps ease her nerves and encourages her to meditate.
Group Meditation: Our driver is quite sociable. When she picks up her friends and they encounter a traffic jam, the vehicle initiates a group meditation session. This meditative environment not only serves as a relaxing space, but also a calm social area.
Vigor Mode
This mode is specifically utilized during weekends when drivers have the freedom to experience its capabilities in suburban areas. It offers an energetic, sporty driving experience with multiple sensory stimuli.
Vigor Mode
This mode is specifically utilized during weekends when drivers have the freedom to experience its capabilities in suburban areas. It offers an energetic, sporty driving experience with multiple sensory stimuli.
Vigor Mode (Original): The original vigor mode provides an extremely sporty driving experience. It immerses the driver in dynamic, biomimetic elements inspired by flying dragons, such as the dragon skeleton, breathing, and scales.
Vigor Mode (Original): The original vigor mode provides an extremely sporty driving experience. It immerses the driver in dynamic, biomimetic elements inspired by flying dragons, such as the dragon skeleton, breathing, and scales.
Vigor Mode (Evolved): As time goes by, the vigor mode will evolve based on data captured by the dragon eye. This data includes the driver's behaviors, facial expressions, and pulse rate. As the learning process continues, the vehicle will analyze these factors and recommend different driving metric adjustments based on the driver's habits. These recommendations will be displayed on the side panel, giving the driver direct access to fine-tune the settings of the vigor mode.
Vigor Mode (Evolved): As time goes by, the vigor mode will evolve based on data captured by the dragon eye. This data includes the driver's behaviors, facial expressions, and pulse rate. As the learning process continues, the vehicle will analyze these factors and recommend different driving metric adjustments based on the driver's habits. These recommendations will be displayed on the side panel, giving the driver direct access to fine-tune the settings of the vigor mode.
Interaction Design
Interaction Design
Interaction Design
I was responsible for designing interactive components for the car interior concept. Using the metaphor of a dragon, I prototyped and created interactive visual elements such as the dragon pulse and dragon eye as the primary points of interaction. To make the interior experience more vivid and immersive, I designed dragon scale surfaces to mimic the momentum & dynamism of a flying dragon.
Interaction Design
I was responsible for designing interactive components for the car interior concept. Using the metaphor of a dragon, I prototyped and created interactive visual elements such as the dragon pulse and dragon eye as the primary points of interaction. To make the interior experience more vivid and immersive, I designed dragon scale surfaces to mimic the momentum & dynamism of a flying dragon.
Visual Semantics: Dragon Pulse & Dragon Eye
Dragon Pulse is the standard visual element in the cockpit of the vehicle concept. This metaphor of a dragon suggests the vehicle is aware of the driver's presence, ready to respond to potential changes in momentum and situations.
Dragon Pulse is the standard visual element in the cockpit of the vehicle concept. This metaphor of a dragon suggests the vehicle is aware of the driver's presence, ready to respond to potential changes in momentum and situations.
Dragon Eye is a unique visual element in the cockpit of the vehicle concept. It symbolizes a dragon watching over the driver, communicating its full awareness of momentum changes or potential shifts in road conditions.
Dragon Eye is a unique visual element in the cockpit of the vehicle concept. It symbolizes a dragon watching over the driver, communicating its full awareness of momentum changes or potential shifts in road conditions.
Perceived Intelligence: The Dragon Eye
Awake the Dragon Eye by saying “Hey Toothless!”
Awake the Dragon Eye by saying “Hey Toothless!”
The Dragon Pulse visual changes into a Dragon Eye to signal to the driver that it has detected changes in road conditions.
The Dragon Pulse visual changes into a Dragon Eye to signal to the driver that it has detected changes in road conditions.
Dragon Eye scans and tracks the driver's hand and body movements. It also monitors facial expressions and pulse to understand the driver's condition from multiple perspectives. This scan data is then analyzed to learn more about the driver's habits, driving style, and routines.
Dragon Eye scans and tracks the driver's hand and body movements. It also monitors facial expressions and pulse to understand the driver's condition from multiple perspectives. This scan data is then analyzed to learn more about the driver's habits, driving style, and routines.
Small Motion vs Big Motion Driving
Dragon Scale Surfaces
Physical prototype exploring the potential of interactive surfaces through sensorial exploration.
Physical prototype exploring the potential of interactive surfaces through sensorial exploration.
Up next
Interaction Design Portfolio
Hao Zheng © 2024 All rights reserved.
Interaction Design Portfolio
Hao Zheng © 2024 All rights reserved.