TYR

A next-generation in-vehicle experience designed for Gen Z.

MY ROLE: UX Designer
FOCUS: In-Car UI · Design Systems · Interaction Design
PLATFORMS: In-car displays
RECOGNITION

OVERVIEW

Design for the drive.
Account for attention.

TYR is an electric vehicle concept for Gen Z.
I joined in its later stages, translating existing research into in-car UI with engineers and industrial designers.

MY CONTRIBUTION: Designed the driver, center, and passenger interfaces, defined interaction behaviors, and developed the UI design system.
RECOGNITION: Featured in Forbes and Dezeen .
2024 F1 U.S. GRAND PRIX SHOWCASE: The vehicle was showcased at the 2024 Formula 1 U.S. Grand Prix in Austin.

TYR interior visualization showing the driver, center, and passenger displays

DESIGN APPROACH

Personal choices.
Clear priorities.

HMI design principles

Gen Z-focused hypotheses, grounded in usability for every driver.

01Hypothesis
Personalization
Express individual preferences; keep driving status in place.
02Foundation
Simplicity
Use familiar controls and clear paths to key tasks.
03Hypothesis
Connectivity
Explore continuity between phone and in-car services.
04Hypothesis
Shared experience
Give passengers choices within their own screen.
05Foundation
Safety & focus
Prioritize driving information over secondary content.
06Hypothesis
Adaptive experience
Explore information priorities for driving, parking, and rest.

Three screens. Three priorities.

DRIVER

KEY INFORMATION: Speed · Gear · Mode · Alerts
DESIGN PRIORITY: Quick checks · Consistent placement

CENTER

KEY INFORMATION: Navigation · Media · Climate
DESIGN PRIORITY: Clear hierarchy · Accessible controls

PASSENGER

KEY INFORMATION: Personal content · Media · Comfort
DESIGN PRIORITY: Personalization · Independence

01 · DRIVER / FOCUS

Change the theme. Keep status in place.

CHALLENGE: Personal expression without searching for driving status.
DESIGN RESPONSE: Mode-specific themes with speed, gear, and status in consistent positions.

TYR Drive mode with matching display colors and dreamlike exterior scenery

TYR Sports mode with matching display colors and dreamlike exterior scenery

02 · CENTER / CONTROL

Change the content. Keep controls familiar.

CHALLENGE: Multiple functions share one screen without distracting from navigation.
DESIGN RESPONSE: On Home, navigation stays fixed while drivers customize the right panel. Other sidebar shortcuts can be reordered by priority.

03 · PASSENGER / EXPERIENCE

Let passengers make the screen their own.

CHALLENGE: Shared space, different content preferences.
DESIGN RESPONSE: Resizable and rearrangeable content blocks let passengers customize their screen without changing the driver's layout.

REFLECTION

Beyond individual screens.

DESIGN TAKEAWAY: The value of personalization depends on what it helps people do. TYR balances personal choices with consistent driving information and controls.
NEXT STEP: Test whether customization supports personal preferences while keeping key information and controls easy to find.