Reimagining the Family Road Trip Experience with Jeep in 2050

Jeep_USRA
Jeep is renowned for its adventurous and authentic off-roading experience. This project envisions Jeep’s future in 2050, integrating high technology while preserving the brand’s core identity.

Responsibilities
UI/UX Design
Visual Design
Design Strategy (Leading 9 teams)
Tools
Figma
After Effects
Photoshop
Project Type
Sponosred Project





Overarching Design Principle Across Nine Teams
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.


ResearchBrand Research
  • 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 individuals who enjoy outdoor exploration and seek thrilling experiences. (Opportunity)


Research
Brand expectation 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.


ResearchRegion Research (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.
  • The average household size in Saudi Arabia is 5.2 people per household.


Design Direction based on Research



Research
User Interview (3 User Interviews)
I conducted three interviews with car owners—two of whom have experience with autonomous driving systems, while the third is highly interested in the technology. The discussions focused on their expectations for transportation in 2050 with advanced technology.

Key Quotes:

  • “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.”
  • “AI assistant systems and other high-tech features that adapt to our behavior and needs sound impressive, but they also raise concerns about privacy.”

Insights:

  • AI-powered assistance should empower drivers rather than enforce full automation, enhancing trust and reducing anxiety about accidents.
  • Clear affordances for controlling the car’s settings or any other system ensure a sense of security.
  • Even in 2050, technology need to act as an adaptive support system, intervening only when necessary.


IdeationFeatures



IdeationFuture UX in 2050
By 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


Final Design
Feature 01: Real-Time Terrain Assist
The Real-Time Terrain System combines sensors and AI to analyze terrain, providing hazard detection, driving adjustments, and environmental insights for a safer and more engaging journey.

01_1:  Interchangeable dashboard_Task Flow


  • 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.

01_2: Hazard Detection_Task Flow

  • 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.

01_3: New Terrain Recognition_Task Flow

  • 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


👉🏻 If you're curious about additional features or want a closer look at the details, don't hesitate to get in touch!