TYR
Overview
TYR is a visionary electric vehicle (EV) project focused on redefining the in-car experience through emotionally intelligent design. As part of a team project at SCAD, I led the design of interactive interior screens that adapt to users' evolving needs, promoting freedom, independence, and emotional connection over time.
Approach
Brought in during late-stage development, the approach was grounded in user-centered research and iterative design. By building on existing usability data and collaborating closely with engineers, industrial designers, and stakeholders, the design decisions remained empathetic and aligned with the broader product vision.
As vehicles become more automated and tech-heavy, the in-car experience risks becoming sterile and transactional. Our challenge was to bring back emotional intelligence and human connection—designing digital touchpoints that grow with the user, feel personal, and adapt over time.
Driving Mode Selector
The gear screen was designed to present P, R, N, and D modes in a clear, spacious layout that reduces cognitive load while driving.
Drive Modes – Tailored for Every Journey
The TYR interface offers a range of adaptive drive modes—Eco, Sport, Off-Road, and Sleep/Camper—each designed to match the driver's intent and environment.
Driver's Steering Wheel Screen – Focused & Responsive
Integrated directly into the steering column, this compact screen delivers real-time, glanceable information—speed, navigation cues, drive mode, and alerts—right where the driver needs it.
Center Control Screen – The Command Hub
The main center screen serves as the primary control hub for the vehicle, offering seamless access to navigation, vehicle settings, media, climate, and drive modes. Designed for clarity and adaptability, the interface prioritizes context-aware content, surface-level controls, and intuitive gestures—empowering users to stay focused while maintaining full control.
Passenger Screen – Entertainment Meets Ease
Designed for the passenger, the infotainment screen offers effortless access to music, navigation, climate control, and ambient settings. With a clean, intuitive layout and personalized content suggestions, it enhances the shared journey—keeping passengers engaged, informed, and in control without distracting the driver.
Takeaways:
• Late-Stage Integration:
Joining the project during late development taught me how to adapt quickly, work with constraints, and align new ideas with existing frameworks.
• Cross-Disciplinary Collaboration:
Working closely with industrial designers and engineers sharpened my ability to speak across disciplines, ensuring a seamless blend of digital and physical experiences.
• Future-Forward Thinking:
This project pushed me to think long-term—designing interfaces that grow with users over time and remain relevant in a rapidly evolving EV landscape.
• Designing for Emotion:
I learned how to move beyond functionality and design experiences that emotionally resonate with users, especially in a space as personal as a vehicle interior.
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