Lincoln
Elevating Luxury: Lincoln's 'Quiet Flight' Soars in the Ultimate In-Car Experience.
Ford wanted to upgrade their in-vehicle experience for their entire Lincoln range. I helped lead visual and motion design for the UI, from startup to drive experience.
Background
When Ford sought an innovative team of design thinkers and designers, they turned to my team at Native Design. With automotive expertise across both the London and San Francisco studios, we were entrusted with the task of designing and delivering a next-generation in-vehicle experience for Lincoln's entire production line.
In order to remain relevant in the competitive market, Lincoln needed to enhance its in-car experience across all touchpoints.
Approach
My team at Native Design worked closely with Ford's design and HMI teams to initially address the Navigator and then all other Lincoln models. We scaled our design work to the Continental, MKZ, Aviator, MKX, and MKC. The comprehensive program involved research, development, concept maturation, and design execution. My team of visual and motion designers iterated tirelessly to achieve perfection.
To celebrate Lincoln's key design principles of sanctuary and serenity, while providing the driver with beautiful, dramatic, and easy-to-understand 3D animations, we (Native Design) focused on minimal clusters, rich designs, and an overall calmer experience. We developed an HMI which delighted Ford and won industry-wide recognition. Over time, key elements of our architecture have been deployed across other Ford car models, amplifying the impact of our collaboration.
HMI Concept
HUD (Heads-Up Display)
Drive cluster experience, designed to adapt to a wide range of driving conditions
Center stack experience, designed as a companion to the drive cluster
Overview of the interior cabin experience
Lifestyle campaign image
Campaign Motion Design
Solution
Collaborating closely with Ford's design team, my team delivered cutting-edge HMI designs for multiple production vehicles, including Lincoln's 2018-20 range. The new experience solution featured calmer, minimal clusters with rich animations, reflecting Lincoln's Quiet Flight design principles. Additionally, we introduced dynamic ways to showcase ADAS, electric, hybrid, and driver coaching features, accompanied by innovative laser HUD designs.
Inspired by the current production vehicle program, we developed mid-term design strategies and concepts to help Lincoln scale their current efforts further, considering potential future vehicles and their respective platforms. Our forward-thinking approach involved considering electric and autonomous vehicle HMI architectures as the foundation for a next-generation in-car experience.
Results
Lincoln's flagship Navigator received the highest APEAL (Automotive Performance, Execution, and Layout) rating for an automotive HMI experience from JD Power. This achievement was followed by the MKX, later rebranded as Nautilus, earning the highest rating in the "midsize SUV" category. These accolades showcase the success of Lincoln's revitalized in-vehicle experience.
Additional sources: Gear Patrol
Conclusions
The results and design thinking presented by my team delighted Lincoln and Ford executives. Elements of our innovative concepts were later extended across the broader Ford vehicle product range, amplifying the impact of our collaboration and solidifying Lincoln's position as a pioneer in automotive luxury.
Contributions
Research
Concept Development
Visual Design Direction
Project Management
Vision Workshops
Collaboration with Engineering
Client Liaison
Production
User Testing
Travel
Team Structure
Role: Principle Designer
Supportive Roles:
Design Director
Visual Designers
Motion Designer
Creative Technologist
Engineering Team
Client Partner
Agency: Native Design