Role: Client:
Project Lead - UI/UX General Motors
Motion Graphics
Project Lead - UI/UX General Motors
Motion Graphics
Target Groups & UX Challenge
Designing the user experience (UX) for the Hummer EV posed a unique challenge: marrying a sci-fi, futuristic feel with addressing the specific concerns of General Motors' existing user base. This required a delicate balance between catering to the expectations of two distinct groups.
Firstly, there were the new Hummer EV users and buyers, who were seeking a futuristic, almost sci-fi-like driving experience. For this group, the focus was on infusing the UX with elements of luxury and excitement, transforming the act of driving into a captivating, high-tech adventure. These users were keen on innovative features, sleek designs, and an overall sense of indulgence.
On the flip side, there were the loyal, existing Hummer users, typically from an older generation, who cherished the rugged, military-like aura of the traditional Hummer. These users held a preference for the robust off-road capabilities that defined the Hummer brand. For them, the challenge was to preserve the essence of the old Hummer while integrating modern amenities and technologies.
In essence, the task was to create a seamless UX that bridged the gap between these two disparate user groups, incorporating futuristic, sci-fi elements for the new enthusiasts while retaining the rugged, off-road appeal for the traditionalists. This required an innovative approach that blended cutting-edge technology with the timeless essence of the Hummer brand, resulting in an exceptional user experience that catered to the diverse needs and desires of both user segments.
Wireframes and User Flow
Due to Non Disclosure Agreement, I am not able to show all details related to the UX structure of the project. The Functionality/UX development consist of over 600 usecases, showing all possible scenarios and navigation. Below, you can find just a glimpse of the user flow and usecases.
Due to Non Disclosure Agreement, I am not able to show all details related to the UX structure of the project. The Functionality/UX development consist of over 600 usecases, showing all possible scenarios and navigation. Below, you can find just a glimpse of the user flow and usecases.
These use cases were intricately designed to cover every conceivable interaction a user might have with the system. They served as a comprehensive guide, mapping out various functionalities and user journeys within the project.
Key Features - Day/Night
In the Hummer EV, the instrument cluster takes center stage, offering the driver an unparalleled experience characterized by cinematic-quality graphics and capabilities that have redefined the automotive industry. This innovative instrument cluster represents a breakthrough, introducing features and visual elements that were previously unheard of in automobiles.
A pivotal aspect of this project is the incorporation of a Day and Night mode, a feature that extends across all graphics and animations within the instrument cluster.
Motion and Interaction Design
The motion and interaction design of the Hummer EV's user experience (UX) demanded a unique fusion of elements inspired by both the gaming industry and the sci-fi film environment. This innovative approach was crucial in creating a UX that felt not only cutting-edge but also immersive and captivating.
By combining the best of both the gaming industry's interactivity and the sci-fi film world's futuristic charm, the Hummer EV's UX design achieved a harmonious balance. It not only met the functional needs of users but also delivered an experiential journey, transforming every interaction with the vehicle into a cinematic and engaging adventure.
Final Design
Selecting just a few screenshots from the extensive array of over 600 unique use cases and functionalities within the Hummer EV's user experience posed a considerable challenge. The project was exceptionally rich in content, offering a diverse and comprehensive user interaction landscape.
Notably, the Hummer EV's UX boasted six distinct theme layouts, each designed to cater to different user preferences and moods. What made these themes even more remarkable was the seamless transition between their day and night versions.urthermore, the UX was elevated with the incorporation of 3D animated content, adding an extra layer of depth and engagement.
Media
The Hummer EV created a media frenzy with its unparalleled experience and groundbreaking features. Its innovative approach to user experience captured the attention of both the industry and the public.
As a testament to its excellence, the Hummer EV was honored with the prestigious title of Wards 2023 Best EV UX Design. This recognition highlighted the exceptional design, seamless functionality, and immersive features that set the Hummer EV apart, making it a trailblazer in the world of electric vehicles.
General Motors - Hummer EV Trailer
Hummer EV - Lebron Commercial
Perception Video- Hummer EV
Conclusion
The project spanned an impressive 16-month duration, from the initial stages of concept development to the final implementation and commencement of production.
During this time, I had the privilege to contribute to a groundbreaking vehicle that not only elevated Automotive User Experience to new heights but also stood as General Motors' flagship model during the pivotal transition to Electric Vehicles.