Gen3 HMI Design
A brief introductory video. Make sure you have your sound on!
CASE STUDY
Gen3 EV - Designing next-gen experiences for the future of EVs.
My Role
Team Lead (UI and Interaction Design)
UX / UI Design
Interaction Design
User Research
Usability Testing
Prototyping & Wireframing
Data Analysis
Problem Statement
Design and develop an intuitive, visually engaging, and user-friendly UX/UI for the Instrument Cluster and In-Vehicle Infotainment (IVI) system of the newly launched Generation 3 TATA passenger vehicle. The goal was to integrate advanced features seamlessly while ensuring ease of use, minimal distraction, and a premium user experience that aligns with the brand’s vision.
Client
Tata Motors
Duration
1-2 Years
Team Size
UX Designers: 3
UI Designers: 3
Motion Designers: 2
Gen 2 - EV Screens Before Redesign
Impact of the Redesign
In 2019, Nexon sales reached 100,000 units, while in 2024, they surged to 700,000 units. Tata Motors EVs lead the Indian market, achieving an impressive 82% market share. In 2023, Tata Motors was the top electric passenger vehicle manufacturer in India, holding 72% of the market. The Tata Tiago EV emerged as a market leader, selling nearly 34.9 thousand units.
User Research Process
1.1 One-to-one interviews
1.2 Data analysis and classification
2.1 Review and update of project personas
2.2 Create user journey maps & user empathy maps
3.1 Workshops and user cases chosen
User Persona - Current EV Drivers
The current EV drivers usually have a good understanding of EV technology and believe EVs can change the future. What they are looking for is a better driving experience with the trip planner and a more intuitive infotainment system.
Empathy Map
User Persona - Potential Buyers
The potential EV buyers have limited knowledge of EV technology, but they have heard EVs have a positive impact on the environment and accept EVs. They are looking for more knowledge on EV technology, especially battery information.
Empathy Map
User Journey Map
User Persona - Current EV Drivers
User Persona - Potential EV Drivers
Solutions
User Needs
Current EV Drivers
Potential EV Drivers
Charging Assistance
Energy Information
Regeneration Information
Battery and Range Assistance
Battery and Charging Tips
Bigger Displays
Energy Analytics
Better Network in the Car
Live Information
Trip Assistance
User needs - Current EV Users
Trip Planner: Widely requested, even by non-EV owners, indicating its global importance.
Charging Infrastructure Issues: Drivers face challenges due to limited public options, often relying on costly home chargers.
Range Anxiety: Drivers experience significant stress at 50% battery, despite it being sufficient for long distances.
Solutions - EV Analytics
Description
Key Issue: Range anxiety is the biggest barrier for EV drivers.
Solution: EV analytics provide clear insights into charging activity, energy flow, and weather/AC impact on range to reduce anxiety.
How does EV Analytics meet the EV Driver needs:
The battery status and range assistant are able to reduce EV drivers' range anxiety.
The analytics of where energy goes can give EV drivers a direct understanding of the energy consumption
User needs - Potential EV Users
EV Acceptance: Medium to high acceptance observed; some plan to buy an EV as their next car.
Misinformation: 20% expressed concerns about battery safety (e.g., fear of explosions), deterring EV purchases.
Perception of Technology: Some view EVs as unproven due to lack of knowledge about battery technology.
Key Needs: Advanced trip planning and better EV education are essential for this group.
Solutions - EV Specific Screen
Description
Centralized EV Info: Drivers access energy flow, driving modes, and consumption diagnostics in one place.
Personalization: Menus are customizable for daily needs and preferences with one-touch access.
How does EV Analytics meet the EV Driver needs:
The battery status and range assistant are able to reduce EV drivers' range anxiety.
The analytics of where energy goes can give EV drivers a direct understanding of the energy consumption
