october 2025
Audi Infotainment Design Sprint
Audi Infotainment Design Sprint
Audi Infotainment Design Sprint
A design sprint for a premium infotainment experience for Audi.
A design sprint for a premium infotainment experience for Audi.
A design sprint for a premium infotainment experience for Audi.
Year
2025
company
Personal
Category
Interface Design
Duration
3 Days
THE BRief
THE BRief
"Design a next-generation luxury in-car UI that reflects Audi’s core values: precision, minimalism, performance, and intelligence, transforming the dashboard into a digital cockpit that feels engineered, not decorated."
"Design a next-generation luxury in-car UI that reflects Audi’s core values: precision, minimalism, performance, and intelligence, transforming the dashboard into a digital cockpit that feels engineered, not decorated."
Approach
Approach
Approach
DEFINe THE GAP / opportunity
DEFINe THE GAP / opportunity
build Concept & moodboard
build Concept & moodboard
create final prototypes
create final prototypes
Gap / opportunity
Gap / opportunity
This project presents a strategic collaboration opportunity between Audi and Marvel Studios, grounded in their long-standing cultural association through Tony Stark and the Iron Man legacy.
Audi has consistently been portrayed as Stark’s vehicle of choice, but this cultural linkage has never been translated into its digital interface ecosystem.
This project presents a strategic collaboration opportunity between Audi and Marvel Studios, grounded in their long-standing cultural association through Tony Stark and the Iron Man legacy.
Audi has consistently been portrayed as Stark’s vehicle of choice, but this cultural linkage has never been translated into its digital interface ecosystem.
concept
concept
This project envisions a luxury infotainment UI for Audi inspired by Iron Man, a symbol of intelligence, innovation, and power. It merges Audi’s philosophy of progress with Tony Stark’s visionary spirit, exploring how technology and emotion can coexist within a single, elegant interaction.
The aim is to reinterpret the futuristic intelligence of JARVIS within the refined design language of Audi, creating a cockpit that feels alive, intuitive, and emotionally intelligent, where technology becomes a part of the user’s personality rather than a separate interface.
This project envisions a luxury infotainment UI for Audi inspired by Iron Man, a symbol of intelligence, innovation, and power. It merges Audi’s philosophy of progress with Tony Stark’s visionary spirit, exploring how technology and emotion can coexist within a single, elegant interaction.
The aim is to reinterpret the futuristic intelligence of JARVIS within the refined design language of Audi, creating a cockpit that feels alive, intuitive, and emotionally intelligent, where technology becomes a part of the user’s personality rather than a separate interface.
MARKET SEGMENTATION
MARKET SEGMENTATION
Age Group: Affluent millennials and Gen Z (25–40).
Influences: Pop culture, tech, and cinematic universes like Iron Man.
Design Preference: Futuristic, high-performance, individualistic.
Psychographics: Tech-savvy, status-conscious, drawn to innovative storytelling.
Locations: Global metros – Dubai, London, LA, Shanghai.
Age Group: Affluent millennials and Gen Z (25–40).
Influences: Pop culture, tech, and cinematic universes like Iron Man.
Design Preference: Futuristic, high-performance, individualistic.
Psychographics: Tech-savvy, status-conscious, drawn to innovative storytelling.
Locations: Global metros – Dubai, London, LA, Shanghai.
theme
theme
Welcome Screen
Welcome Screen
Home
Home
Vehicle Hub
YOUR Music
IDLE SCREEN
secondary display
Heads up display (hud)
Heads up display (hud)
A clean, minimal heads up display was designed, inspired by the iconic four rings of the Audi logo. Upon turning on the vehicle, the Audi logo fades in for brief moment before transitioning into the HUD design.
A clean, minimal heads up display was designed, inspired by the iconic four rings of the Audi logo. Upon turning on the vehicle, the Audi logo fades in for brief moment before transitioning into the HUD design.
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