KIA motors
Car Dashboard Interface

Client

KIA Motors

Role

Senior UI designer

Project Date

Early 2010 to end of 2010

There are some elements that have been applied because others have done it or because KIA has done it. Accordingly, a new approach is needed.

There are some elements that have been applied because others have done it or because KIA has done it. Accordingly, a new approach is needed.

There are some elements that have been applied because others have done it or because KIA has done it. Accordingly, a new approach is needed.

Despite being 10 years old, I wanted to include this project in the case study. Indeed, I learned a lot from that experience when I was working at a UI design agency in Korea, with KIA Motors as the client.

In the car industry, designers should be at least 5 years ahead. At that time, electric cars were not as common as they are today, and people were just starting to become interested in saving energy. KIA then initiated this hybrid car concept project, which eventually evolved into an electric car showcased at the CES show in 2012.

Despite being 10 years old, I wanted to include this project in the case study. Indeed, I learned a lot from that experience when I was working at a UI design agency in Korea, with KIA Motors as the client.

In the car industry, designers should be at least 5 years ahead. At that time, electric cars were not as common as they are today, and people were just starting to become interested in saving energy. KIA then initiated this hybrid car concept project, which eventually evolved into an electric car showcased at the CES show in 2012.

Despite being 10 years old, I wanted to include this project in the case study. Indeed, I learned a lot from that experience when I was working at a UI design agency in Korea, with KIA Motors as the client.

In the car industry, designers should be at least 5 years ahead. At that time, electric cars were not as common as they are today, and people were just starting to become interested in saving energy. KIA then initiated this hybrid car concept project, which eventually evolved into an electric car showcased at the CES show in 2012.

Principles & Goals

01

Identity

Set up the universal design identity of KIA (Dynamic K - Youthful, Sporty, Bold, Tough)

02

Classify

Establish the standard of design identity depends on types of cars

03

Affective Design

Materialize the 'KIA' contents that concerned with emotional relationships between users and products through the research of Affective design.

04

Usablity

Deliver the interface that communicates through the integrated information network.

Design Direction

Flexible

Bold

Responsive

Fun

Innovative

Sporty

Energetic

Rewarding

Smart

Reliable

Dynamic

Trustworthy

Exciting & Enabling

KIA Identity:

  • Consistency Across Segments: Keep common elements consistent across all KIA cars.

  • External Differentiation: Make each car stand out with unique external features.

3-Cylinder Design:

  • Visual Representation: Use a simple and recognizable design on the plate surface.

  • Differentiation: Make the cylinder or other accent elements unique, as seen in the Geneva Motor Show Concept No.3.

Instrument Panel:

  • Consistent Appearance: All KIA cars' pointers graphic should look the same when lights are off, even if the shapes different.

  • Unique Digital Gauge: Use KIA's unique digital gauge.

  • Integrated Interface: Enhance communication between the cluster and center fascia by combining functions and images.

  • Re-evaluation Needed: Question the need for certain elements, (e.g., Do we need to express the temperature gauge with a pointer? It is barely visible.)

  • Head-Up Display: Prioritize the speedometer for high-speed driving. Implement an accessible head-up display to reduce distractions. Quality shouldn’t be compromised; even a cost-effective option should be used where necessary. (Example: Peugeot 3008’s cost-saving head-up display.)

  • Adjustable Interface: Focus on the SPEED/RPM GAUGE in a digital environment.

Customization:

  • Cluster Appearance: Offer customizable housing and border colors for the cluster.

  • Regional Preferences:

    • China: Red lighting/background

    • Consider color, material, font, and layout according to regional preferences.

Design Style:

  • Modern and Stylish: Follow contemporary trends and conduct research for future directions.

  • Seasonal Collections: Adapt designs to reflect seasonal trends.

Lighting

  • Change the light color depending on the mode
    Example: Sports mode - Use red lighting to create a fiery feeling. / Eco mode - Use green lighting

Ecomony Car

Atomic K

Cleverness

Bright

Tact

Entry-level car

Touched K

Sensitivity

Impressed

Moved

Touched

Hybrid Car

Progressed K

Advanced

Progress

Forward movement

Luxury Car

Cultured K

Quality

Seniority

High rank

Color definition for Hybrid car

The challenge was to make it different than the existing dashboard in the car.
Using a bright color for the dashboard was one of the new attempts.
In addition, having a Day/Night option (very common now) was quite innovative at that time, when full LCD screens on the dashboard barely existed.

Iteration

The vehicle type that I was in charge of was the 'Hybrid car' and 'HUD'. The goal was to use the concept design for the motor and CES shows in order to show the future art direction. 

Final - Hybrid Car

Final - Entry level car

CES Show

Sophia Kim

Transforming Visions into Exceptional Designs

© 2024 Sophia Kim

Sophia Kim

Transforming Visions into Exceptional Designs

© 2024 Sophia Kim