Understanding the customer.
Defining the experience.
Dark Current: an AI-assisted concept study connecting a proposed customer profile with visual principles and automotive interface ideas.
- Context
- EP / Dark Current
- Focus
- Proposed profile & brand strategy
- Method
- AI-generated references & design synthesis
- Output
- Brand direction & HMI concepts
AI-assisted concept study · Proposed customer profile and brand direction
- My contribution
- I connected a proposed customer profile with a traceable brand and experience direction for review.
- Key decisions
- Make the customer hypothesis explicit and translate four design principles into proposed vehicle choices.
- Delivery & outcome
- A brand-direction presentation and day/night HMI concepts, based on a proposed customer profile to validate through research.
Give the customer concept
a clear design direction.
Dark Current explored a proposed young urban customer and an evening lifestyle. The challenge was to connect that hypothesis with choices in form, materials, light and interface behavior; the proposed profile still needed research validation.
Make the assumptions visible.
Connect them with design choices.
I treated the proposed customer profile as a hypothesis and used the presentation to connect it with a design direction the team could discuss. AI-generated references supported exploration; selection and synthesis established four principles: Latent Velocity, Night Bloom, Choreographed Light and Composed Surface.
A translation matrix linked those principles with fashion, products, architecture and color, materials and finishes (CMF), then with proposed vehicle decisions. This made the reasoning behind the direction visible and kept the customer assumptions available for further research.
A brand direction
carried into HMI concepts.
The work produced a brand-direction presentation and day and night HMI concepts. Both interface states retain the same geometry while changing the expression of light and color, showing how the proposed principles could guide a connected design system.
The presentation makes the proposed direction available for design review and further development. The customer profile remains a hypothesis to validate through research.
Dark Current
Six selected boards show the customer, brand principles and design applications. See more for the remaining presentation slides, in their original order.