2022-2025 Sport Utility Truck
2023-2025 Sport Utility Vehicle
12.3" Instrument Cluster
13.4" Touchscreen
Digital HVAC Display
Mobile App / Watch App
Brand Website Content
Marketing Material
Event Signage
Commercials and Ads
Merchandise
— PROJECT NAME
"The Moonshot"
— RESPONSIBILITIES
Team Leadership
Creative Direction
Design Critique
Project Management
Cross-Functional Collaboration
CEO + C-Suite Presentations
Vision Development
User Experience
2D, 3D, Motion + Sound
Industrial Design
HMI Prototyping
Software Delivery
Software Liaison
Branding, Marketing
Media Interviews
Live Demonstrations
— DATES
SUT/SUV : 2019–2021
Marketing/OTA : 2020-2022
The GMC Hummer EV was a one of a kind opportunity, bringing back an iconic brand, reestablishing it’s presence supercharged on top of a modern technology platform and changing the assumption of what a vehicle is capable of.
Unstoppable, Rugged Luxury, Ultimate Responder, Lunar Red Cross, Off-Road Aerospace… these were the personifications that drove us to design, build and deliver the world’s first super truck in a record 2 year program timeline compared to the usual 4 year development timeline.
Our UX team was led functionally by a balancing act, it must inform yet it can also excite, it can excite yet it must also inform. This drove the identity defining experience cornerstones for the Hummer such as off-road, cameras, trailering, energy, watts to freedom, steering modes and drive modes.
The highlight of this project for me was the unprecedented collaboration with cross-disciplinary design teams and laser focus on the identity and vision we achieved as a team. Working with VFX studio Perception, led by John LePore, GM Design led by Rich Scheer and the GM In-Vehicle UX Team.
Designed for the most capable vehicle on earth and beyond.
Initial Blue Sky Theming
Color and Trim Inspiration + Early Interior Sketch + Early Visual Concept = Lunar UX DNA is born
Crucial Form Vocabulary Direction
Crafting the brand vision and readying the UX direction for launch readiness with the team
Revised Main Theme Direction
Satellite + Drone | Real physical terrain + Real shadows
Final UX Theme Direction + Final Interior Theme Direction
Populating Vision Guidance Book | Inspiration + Metaphors + Color + Type + Numbers + Core Components etc.
Exploring lunar topography and day and night cycles
Final Welcome Animation
Final First Edition Welcome Animation
Peek In Screen exploration
Peek In Screen : Crucial charging information while charging at a glance
Mainstream Instrument Cluster Layout : Lunar
All Mainstream Instrument Cluster Layouts
Motion design of changing between layouts
Ensuring the look and feel is space approved
Lunar Topography applying to UI background
Daytime to Nighttime transition
“Lunar TTF”
Iconography exploration
HVAC Temp and Fan interactions
HVAC Mode interactions
HVAC Mode adjustment : close up
HVAC Seat Adjustments
Touch Screen : Home + Google Maps
Touch Screen Examples
Energy + Efficiency Card | Trailering + Aux Switches
Audio Now Playing + Off Road Card | Full Google Map
SUPER FEATURES
These are the features that truly make this vehicle one of a kind, that accompany its extreme capability and invoke emotions to the passengers rarely found in other vehicles like this. Functionality thanks to extraordinary engineering translated to be exciting yet informing for the driver; relevant information at the right time.
Crabwalk
Enter CrabWalk, this is the steering mode that allows the Hummer EV to turn all 4 wheels in the same direction for enhanced maneuverability.
Steering Modes : Auto vs Off
Steering Modes : Auto vs Off
Steering Modes : Auto vs Off
Watts to freedom
Otherwise known as “WTF”
How does a vehicle this big, this heavy, go 0-60 this in 3.0 seconds? This is how… This is the launch sequence that the driver will arm to engage their special acceleration mode. A true multi sensory engaged roller coaster ride aimed to excite and please.
In reality; making Watts to Freedom work behind the scenes was a very complicated sequence of comms, modules, signals and calibrations that we distilled to as simple of a procedure as possible, thinking of inadvertent actuation and collaboration with legal of course.
Broken down to 4 different phases that the customer is walked through to allow the system behind the scenes to do what needs to be done to prep and activate the system. Prepare the battery, adjust the temperature of the cells, cool off electronic components, lower the vehicle and arm the rocket using launch sequence.
In reality the customer will double tap a button to activate, agree to a disclaimer, then once the vehicle is ready they will fully depress the brake, then accelerator pedal.
Blast Off!
Exploration on the WTF instrument cluster layout, focusing on the increased torque unlocked during this mode.
Final Watts to Freedom execution showing the instrument cluster and touchscreen working in tandem, with sound and haptic seating effects capping off the one of a kind experience.
OFF-ROAD APP
The drivers home turf when they want to go where other vehicles cannot. A suite of widgets and instruments that help co-pilot each and every maneuver. Informed by real off-road experts, enthusiasts and real customers thanks to real driving demonstrations and off-road training.
Off Road landing page
Customizing a virtual auxiliary switch
Selectable customized virtual auxiliary switch icons
Pro Off Road View, momentarily taking over the entire screen when selected showing 3x widgets at a time with a row of aux switches accessible at the bottom with a quick shortcut to cameras in the corner.
Unreal Engine Real-Time 3D Model
14k Polys
2 Materials
9 Textures
15MB Total Size
Unreal Engine Real-Time 3D Model
14k Polys
2 Materials
9 Textures
15MB Total Size
Unreal Engine Real-Time 3D Model
14k Polys
2 Materials
9 Textures
15MB Total Size
Drive modes
This was one area we really wanted to celebrate and do differently than traditional vehicles. While you still rotate a knob to change the drive mode, in the Hummer EV you get a very brief animatic showing exactly what the Hummer is doing helping to mitigate common customer anxiety over not knowing what the modes do in their vehicle. (A common and substantial customer concern learned during research)
These visuals are where we showcase what the vehicle is capable of doing, tossing in some more easter eggs along the way. Like towing the Saturn V rocket, which assisted in the Apollo 8-17 missions; during which GM helped with the engineering and development of the Lunar Rover.
Tour, Off-Road, Terrain, Trailering and My Mode cap off the drive modes available on the Hummer EV. My Mode steps it up a notch allowing the driver to customize different aspects of the driving experience to their feel, offering up more information to learn what these aspects of the vehicle do.
