EXAMPLE 006 / CASE STUDY
Treat the cabin as a canvas.
Instead of treating screens as isolated interfaces, the concept explored the vehicle cabin itself as an adaptive experiential environment.
The Mess
What looked like the problem.
Most in-car digital experiences begin with a screen: where to put it, what information it should show, and how a person should interact with it.
The Reframe
What if the cabin—not the screen—was the interface?
The Work
Make the new frame tangible.
The concept used projectors and interface surfaces to transform the visual environment around occupants, including the ability to simulate the presence and behavior of other vehicles. Adjustable settings allowed the experience to change rather than remain a fixed display.
What Changed
A different conversation became possible.
The idea moved the design problem from adding another interface to imagining the cabin as a programmable experience. The concept ultimately became patented work, with me as the primary inventor.
The Bigger Learning
A useful reframe often changes the unit you're designing. Screen → cabin. Product → process. Survey → sensing. Once the unit changes, an entirely different set of possibilities appears.