Range Rover Dashboard
The delicate balance between function (safety) and form (enhanced features) creates
an unique opportunity for innovation. My solution to the onboard system encompasses
Land Rover's Range Rover's Sport focus on customization by featuring auto-detectable
profiles and preferences as well as cutting edge technology such as GPS APIs, music
APIs, and voice activation.
The Range Rover Sport has uniquely positioned itself as a sporty luxurious vehicle.
The typical consumer is between ages 20 to 25. Based on current commercials and print
campaigns there is a heavy push to appeal to young, single males – or males looking
to recreate that experience.
A large part of this project was research into competitive companies. It was difficult
to find successful user interfaces in horizontal price comparisons. Surprisingly,
lower end companies and cars featured slightly more intuitive and cutting edge interfaces.
Detailed comparisons for major onboard systems included: MyFord Touch, Mercedes-Benz COMAND
APS, BMW iDrive, Chevrolet MyLink, Audi MMI, and Lexus Remote Touch. To collect the majority
of this research I visited other dealerships to test the system and get information from
expert car salesmen.