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Sponsored Project_Jeep

Reimagining the family road trip in 2050


This project envisions Jeep’s future in 2050, integrating high technology while preserving the brand’s core identity.

ResponsibilityUI/UX Design
Visual Design
Design Strategy
(Leading 9 teams)
        
Team1 Industrial Designer
2 UI/UX Designer

ToolFigma
After Effects
Photoshop

Project TypeSponsored Project



What is the design principle? (Applied to all 9 teams including 33 designers)As cars evolve beyond mere transportation into private, mobile spaces seamlessly integrating daily life and travel through advanced technology, some values remain unchanged—the cherished moments shared with family and the irreplaceable beauty of nature. Inspired by these timeless principles, we reimagine the family road trip of 2050 for those who seek meaningful experiences and a deep connection with the natural world.


What is jeep known for?Jeep has built a strong reputation as the go-to brand for off-road adventures, with vehicles designed for rugged terrains and extreme conditions.(Strength)

 The brand's target audience primarily consists of young adventurers who love outdoor exploration and seek thrilling experiences. Families could be a new potential target audience. (Opportunity)

What can Jeep do better in 2050?Jeep will integrate AI-driven vehicle customization, route planning, and adaptive off-road assistance for seamless and intelligent adventure experiences.

Jeep will expand its design approach to include more accessible off-road experiences, incorporating adaptive controls for people with disabilities.

Why we chose Saudi Arabia?Saudi Arabia is renowned for its strong family-oriented culture. Engaging in family activities, such as road trips, is a common weekend pursuit among Saudis.

Cities like Riyadh lead in off-road activities due to a high concentration of affluent consumers, while Jeddah and Dammam offer ideal terrains for such pursuits.


Design Direction based on Research



Target ConsumerSaudi Arabia has a family-oriented culture, so our target consumers are families. Our design goal is to create personalized solutions tailored to each generation.

Primary: GenZ
Faisal Al-Farhan
38 / Smart City Planner
Pain Points
Limited off-road experience
Concerns about family safety
NeedsAuthentic off-road driving experience
Family safety enhanced by technology
Secondary: Millenial
Khaled Al-Farhan
60 / Retired Environmental Engineer
Pain PointsLack of time with family member

NeedsComfort and Accessibility
Supporting Family AdventuresTertiary: Gen Beta
Omar Al-Farhan10 / Student
Pain Points
Boredom During Long Rides

NeedsImmersive experience with nature



User Interview


Ed Lee (EV owner / 33 years old / Open to technology)

“I value high technology and the convenience it brings, but I would still worry about safety and situations where I can’t control the system.”
  
Insight: Concern about technology errors that can't be controlled

 Solution: The system provides suggestions, ensuring that the driver retains full control and makes the final decision



Sarah Chen
(EV owner / 27 years old / Optimistic about technology)

“AI assistant systems and other high-tech features sound impressive, but they also raise concerns about privacy.”

Insight: Concern about privacy


Solution: Offering a minimal assist mode, where the system does not provide services based on conversations or learned behaviors, allowing customers greater privacy and freedom


Information Architecture & Display IterationOriginal Idea
Information Placement Based on Each Driver’s and Passenger’s Needs Balancing both users’ needs could result in an overload of information on the windshield.




1st Iteration
Focusing on the Driver’s Needs While Maintaining Clear Space on the Windshield   Keeping only the necessary information for the driver is not enough to reduce visual clutter.

Interactive HUD Powered by Eye-Tracking Technology May obstruct the driver’s view too much, disrupting the experience of enjoying nature.




Final Iteration
Adding a Dashboard and Main Display for Information Enhancing the experience by adding a dedicated dashboard for personalized information and interactions for both the driver and passengers. Additionally, incorporating a main display allows for a larger amount of shared information between the driver and passengers.




Future UX in 2050By 2050, UX will shift beyond command and control, allowing people to focus on meaningful experiences.

Human-Centric AI Assistant + Simple, Intuitive Controls = Enhanced Jeep Experience

Feature 01: Real-Time Terrain Assist

  • The passenger casually mentions the weather at their destination.
  • The car system recognizes this and asks if they’d like detailed weather information.
  • With a simple hand gesture, the passenger confirms the suggestion, and the system displays the weather details.




  • The car detects an upcoming hazard by scanning and analyzing the terrain in real time.
  • Based on the data, it suggests a few options, such as adjusting car settings or taking an alternate route.
  • The driver selects the preferred option with a simple hand gesture, and the car automatically makes the changes.




  • The car identifies a new terrain that might interest the driver or passengers.
  • It highlights the terrain on the windshield display, drawing their attention.
  • By dragging the pointer to the main dashboard with a hand gesture, they can access detailed information about the terrain on the main display.


Design Details


Key Takeaway(s)__Conducted in-depth user research, focusing on how users’ current behaviors and backgrounds influence their future interactions. Gained key insights into the importance of understanding learned physical and psychological behaviors to anticipate future user needs.
__Explored Viscom, an AI-powered tool, to enhance collaboration with industrial designers by improving visual communication and refining display structures, complementing verbal discussions. Discovered how AI can bridge creative gaps and support design areas beyond my core expertise.



Project Moments: Collaboration & Fun




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