Vision, Identity & Purpose
This page is not just about a vehicle app. It is about leading with vision.
I created this ideation piece to align teams, focus conversations on real customer needs, and explore the possibilities of a connected experience. It helped reframe internal thinking, clarify what matters most, and became a working tool that sparked collaboration between design, product, and engineering.
These ideas are grounded in real conversations and real opportunities.
Understanding Behavior to Shape Design
To design meaningful experiences, we need to understand behavior. That means recognizing what people want, what they feel, and what they need to know.
“Human behavior flows from three main sources: desire, emotion, and knowledge.” - Plato.
I use storytelling and behavioral insight to explore concepts based on actual needs. This vision considers how users interact across devices and environments—from quick glances on a phone to deeper exploration on a tablet at home.
My focus was on reducing friction, encouraging repeat use, and making the experience feel personal and familiar. I prioritized clarity, accessibility, and delight by balancing utility with emotion and always respecting the human behind the screen.
Behavior Principles
The Principle of Least Effort
The more effort something takes to use, the less appealing it becomes. Reducing cognitive and physical effort makes a product easier to adopt and enjoy.
The Principle of Perpetual Habit
Simplicity encourages repeat use. When users can learn the app within one or two sessions, they are more likely to stick with it. Familiar patterns and intuitive flows help make this possible.
The Principle of Identity
People want to feel seen. A strong sense of identity connects users to the product. This includes brand clarity, alignment with personal values, and features that reflect who they are and how they live.
Essential Utility
Simplicity that feels natural.
Frictionless Interactions
The best utility experiences are nearly invisible.
They do not need instructions. For many drivers, this app acts as a digital key or remote. It should work quickly, stay reliable, and feel obvious. Unlock, locate, and start should all happen within seconds.
Visual Delight & Feedback
Interfaces should feel responsive and intentional.
Subtle motion cues, button animations, and progress indicators build trust, especially for high-importance actions like locking the car or checking battery charge.
Small Wins That Add Up
Tiny improvements can create meaningful moments.
A feature like holding the unlock button to open windows or adjust mirrors feels natural when it fits into a user’s routine. These small touches build satisfaction over time.
The first screens say a lot.
Intro and landing screens set the tone. They reflect the brand and help build trust right away. In this concept, early screens are playful and purposeful. Messages like "Your vehicle is healthy" offer reassurance, while simple layouts and clear navigation make things easy. German translations add a nod to heritage, strengthening the brand’s identity. These moments bring together clarity, personality, and a warm welcome.
Utility with Purpose
Beyond first impressions, the app becomes a powerful tool.
These concept screens explore how core vehicle information can be shown in a simple and helpful way. They highlight quick access to key details like battery status, tire pressure, mileage, and maintenance insights. The design aims to feel intuitive, clear, and easy to use. The goal is to surface the right information at the right time, without adding friction or complexity.
Cause and Effect for Core Functions
These screens focus on the idea of "I did that, and this happened" within the app.
Features like climate control, seat heating, and battery preconditioning are designed to feel responsive and satisfying. The goal is to create a connection between action and result using:
Subtle animations
Haptic confirmation
Personalized messages
Satisfying sound effects
This approach adds clarity, confidence, and a bit of delight to everyday interactions. Download a sample animation showing an engine start interaction for a non-EV vehicle.
Expand Access
Bring the experience beyond the vehicle. Design for multiple platforms like phone, tablet, and smartwatch. Add voice and gesture controls to increase flexibility, and explore integrations with smart home systems for seamless daily routines.
“I’d like a black S500 to receive me at the airport. I need the interior of that car to be 71 degrees exactly.”
Service Companion
A vision for proactive and personalized vehicle support.
User research shows that service support and core vehicle utility are the top priorities for drivers. This concept introduces a smart, intuitive assistant that simplifies ownership and reduces stress.
Imagine an experience that anticipates your needs. Whether it's a sudden check engine light or a routine service milestone, the assistant provides timely guidance and clear options:
View diagnostic info
Book a service
Message support using AI
Support is both proactive and responsive. It offers help before you ask and delivers answers when you need them most.
This is more than a feature set. It builds trust.
These quiet moments, when something feels uncertain, are where brand relationships grow. The focus is on clarity over complexity and comfort over noise.
Helpful Guide
Support that teaches and empowers through clear, accessible information.
This concept explores how a well-organized help center and relevant content can give drivers the confidence to solve problems and learn more about their vehicle. Key features include:
Recommended articles based on ownership needs
A simple search experience to quickly find answers
Easy-to-read data like battery level, tire pressure, and mileage
The goal is to reduce friction and help users feel more capable. Information is presented clearly, without jargon, and is always just a tap away.
Be Joyful
Design should be useful, but it can also be fun. Add moments of delight that make everyday tasks feel a little more special.
Surprise and delight: Include small surprises like easter eggs or playful animations. Let users feel a sense of wonder as they explore.
Nostalgia and Personalization: Use familiar details that spark memories. A lyric that matches the weather or a dashboard that feels uniquely theirs builds emotional connection.
Storytelling: Guide users with a simple narrative that makes the journey feel thoughtful and connected. A little emotion goes a long way..
Social Sharing and Connection: Encourage users to share moments with friends and family. Make room for community, collaboration, and shared memories.
Gamification and Rewards Celebrate milestones, track progress, and reward small wins. Even subtle achievements can create a sense of joy and motivation.
Vision Into Action
UX leadership is about showing what’s possible, even before it’s fully defined.
This wasn’t just an app concept. It was a catalyst. It helped realign our thinking, clarify priorities, and spark a better understanding of what customers truly need from a connected experience.
As a UX leader, I believe in shaping the future through clarity, curiosity, and collaboration. I use moments like this to drive conversation, inspire teams, and create direction grounded in real user behavior.
This is how I lead—with empathy, structure, and bold ideas that move things forward.