Performance-driven in-car experience for driving enthusiasts

Emotion-led UX and UI Design | In-vehicle experience | Brand Strategy | Design language | Prototyping

BACKGROUND

This was a live project at FCA, which owns the Ferrari brand. The design outcome is inspired by evolving hypercars and applied to a traditional, road-legal Ferrari, planned for market entry soon. The tool used to prototype the cluster interface is PowerPoint. (2015)

PROJECT

The brief created a new user experience that will enhance the instrument cluster and driving experience. 

ROLE

My role here is to serve as a UX and UI designer, understanding the brand and presenting the best approach an enthusiast would want: the thrill of using the cluster and the connection with the road. 

PROBLEM

How can the interior cluster be enhanced with new experiences while preserving the core elements of the iconic Ferrari cars?

Cluster layout and UI Developments

Video showing the Instrument Cluster working as the driver drives from his garage to the track

Following mid-level prototype was made in PowerPoint as a quick demo