SL

Rethinking Innovation in Automotive Experiences

Our Role

Autonomous Vehicles

The Context

As a Tier 1 autoparts supplier of lighting to car brands, SL wanted to know how Autonomous Vehicles would impact their business. Drivers, pedestrians and cyclists are not familiar with AV’s. How will vehicle lighting play into that? We carried out a 10 week program to research the impact of AV’s, synthesize a strategic point of view and propose future concepts to illustrate the opportunity area.

Discovering insights to drive innovation

We held workshops and gathered insights from AV experts, potential customers, and next-gen users to uncover key needs, expectations, and opportunities for innovation.

Discovering insights to drive innovation

We held workshops and gathered insights from AV experts, potential customers, and next-gen users to uncover key needs, expectations, and opportunities for innovation.

Discovering insights to drive innovation

We held workshops and gathered insights from AV experts, potential customers, and next-gen users to uncover key needs, expectations, and opportunities for innovation.

Identifying future opportunities for AV’s

From our user interviews we gained personal insights on the changing role of AV lighting systems in the future. These insights helped us imagine solutions in branding, interior design, illumination design, and communication intent. Interpreting qualitative data into a technical lens helped us mindfully create tangible solutions.

Identifying future opportunities for AV’s

Concept design and VR prototyping

Using insights from co-creation sessions, we developed lighting concepts for autonomous vehicles focused on function and user benefits. To save time and cost, we built VR prototypes for quick testing and iteration with users.

Concept design and VR prototyping

Reimagining Lighting for Human-Autonomous Communication

Based on user feedback from VR testing, we refined key design elements—enhancing usability, visual clarity, and system integration to better align with real-world needs and expectations.

Reimagining Lighting for Human-Autonomous Communication

Based on user feedback from VR testing, we refined key design elements—enhancing usability, visual clarity, and system integration to better align with real-world needs and expectations.

Reimagining Lighting for Human-Autonomous Communication

Based on user feedback from VR testing, we refined key design elements—enhancing usability, visual clarity, and system integration to better align with real-world needs and expectations.