2040
Future of mobility
Redefine Chrysler brand
As the world transforms at an unprecedented pace with electric advancements, innovative methods, Chrysler must embrace the lessons learned and forge ahead towards a brighter future. With a mission to promote sustainability and micro-mobility, our team of designers from architecture and industrial design came together to tackle the challenge and redefine the Chrysler brand as a champion of global, social, and economic sustainability.
This design project is motivated by the need to find innovative solutions that can effectively mitigate the challenges posed by increased car ownership in China, while also promoting sustainable living and providing an optimized transportation experience for our users.
Roles & Responsibilities
Interaction Designer Wireframing, prototyping
user journey, design system.
Duration
Sep 2022 - Dec 2022
Team
Industrial designers, architecture designers, Chrysler product team.
The beginning
Fresh ideas for real-world problems
Establish a shareable transportation system
Implementing a shared transportation system can provide many advantages for both individuals and cities. Such benefits include lessening traffic congestion, decreasing emissions, encouraging sustainable mobility, and ultimately offering affordable solutions for local residents.
Sustainability through heritage
Our team recognized the changing landscape of electric technology and sought to enter the Chinese market, aiming to enhance brand visibility and promote sustainability and micro-mobility. We discovered that Chinese people valued family and sought solutions that could be passed down to future generations. To address the issues of traffic congestion and pollution, we developed a unique car concept that focused on reuse and longevity. By offering a durable chassis and various subscription plans for interchangeable car bodies, we aimed to reduce car ownership burdens and provide efficient transportation. As a UI/UX designer, I played a crucial role in creating an intuitive digital experience that connected users with our sustainable transportation system.
Define business opportunities
One takes care of all
This design project is motivated by the need to find innovative solutions that can effectively mitigate the challenges posed by increased car ownership, while also promoting sustainable living and providing an optimized transportation experience for our users. We have two models this time the Mountain and the River. The larger model Mountain fits five to six people, and the smaller one fits one to two each time. The model River meets the need of users who travel in a small party. The vehicle's compact size made it easier to move through the traffic while model Mountain provides more space and interactive areas inside the vehicle to enhance the travel experience.
We are trying to provide a seamless travel experience that minimize time spent on commute time and release the burden on car ownership.
When technology meets design to express
With customization, our customers get to showcase their one-of-a-kind style and preferences. This transforms their product into something that truly speaks to them, making it more meaningful and relevant.
In our business model, customers are renting car shells rather than owning them. But, that doesn't mean we don't give them the chance to make their ride truly their own. We offer customization options based on their subscription tier, giving them the opportunity to add a personal touch. This can result in customers being more willing to pay a premium price for a customized product.
Understand our users
Our user research began with the aim of identifying the pain points and motivations of our users, which would enable us to more precisely define our product and service.
Cinematic user story
To better understand the user experience and the project concept, we came up with a storyboard that illustrated how the user interacted with our product. In this story, our user, Bowen, a 35-year-old man, works in an advertising agency and lives in Beijing. He usually has a busy schedule during workdays and loves to spend quality time with friends and family and enjoy outdoor activities. However, he is frustrated about being stuck in a traffic jam and only has a limited budget to purchase a second vehicle used for family field trips. With our service, Bowen only needs to purchase one chassis and join our subscription plans to change different shells according to his needs.
Building a brand
Initially, I aimed for a futuristic, cyberpunk-inspired aesthetic tailored to the Chinese market, incorporating cultural elements. However, I overlooked branding alignment, and the style didn’t resonate with Chrysler’s identity.
Through further visual exploration, I shifted toward a design inspired by traditional Chinese painting, integrating brushstroke-like elements, simple lines, and organic patterns reminiscent of mountains and rivers. The color palette, drawn from natural hues, enhanced the overall concept while maintaining a refined, elegant look.
Balancing cultural influence with brand consistency was key. We explored various color schemes, icons, typography, and button designs to craft a seamless digital experience. Chrysler’s feedback emphasized prioritizing readability over cultural literalism. My initial bright and dark UI versions, while visually striking, were overly complex, making content difficult to access. This insight guided me toward a more intuitive and user-friendly design.
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Final design & Design system
Key features
This project involved collaboration between industrial and architectural designers to ensure cohesive ideas and a well-integrated product. Our teamwork allowed us to connect the components seamlessly, resulting in a unified final design.
Schedule your trip
After setting up their subscription plan, users can effortlessly plan a family trip for the weekend. To upgrade to a larger model, they simply schedule a service for Friday night, selecting their preferred time and location. The vehicle swap is quick and seamless, taking just 10–15 minutes.
A vehicle that reflects who you are
Market research indicates that customers highly value products tailored to their specific preferences and needs. Customization enhances the user experience, driving higher engagement, revenue, and profit margins.
To elevate this experience, we offer extensive customization options for both the interior and exterior of the vehicle. Customers can choose from a variety of colors, patterns, and personalized engravings—such as meaningful messages or family signatures—transforming the car into a cherished investment for future generations and a way to preserve family memories.
While waiting in the lounge, customers can relax, enjoy a meal, or take advantage of our premium amenities, ensuring a seamless and enjoyable experience.
What happens when the shell reaches its lifespan?
By examining a product’s entire life cycle—from material extraction to end-of-life management—we can identify opportunities to minimize environmental impact, conserve resources, and reduce costs.
In alignment with Chrysler’s vision and commitment to social responsibility, we proudly offer a recycling program that allows customers to recycle their car shells once they reach the end of their lifespan. Utilizing advanced 3D printing technology, up to 75% of the materials from the old shell can be reclaimed and reconstructed using recyclable materials extracted from waste, promoting a more sustainable future.
What I've learned
Exploration and iterations should be driven by purpose.
Design is a treatment, and hypotheses and explorations are ingredients for great design because they made me a truth-seeker instead of an egoist. Throughout the project, we received valuable feedback from Chrysler’s designers to help us stay on track and refine the designs. My most valuable experience was collaborating with people from different industries to accomplish design goals, including architecture and transportation design. Working with people from different disciplines often gave me fresh ideas and inspiration for my designs. It wasn’t easy at the beginning when we worked together to connect each other’s ideas on this project. Learning how to communicate and solve problems from different angles was a challenging yet rewarding experience for me.
Video walkthrough
We gathered all the designs to showcase the user experience with our service and product, including an interactive prototype and a promotional video.
