Cadillac’s Lyriq SUV represented a fairly dramatic shift purposeful for the American luxury brand. This is the company’s first fully electric sport utility vehicle, and as such, Cadillac wants to differentiate it from other models. One way to do this is to go beyond normal motor channels to design the user interface for its information system.
Cadillac announced Thursday that it is partnering with Territory Studios, a veteran of the video game industry that recently contributed to CD Project Red’s Cyberpunk 2077, and Rightpoint, a company focused on designing user experiences.
Before getting all your Cyberpunk bug jokes ready, Territory was responsible for the Cyberpunk 2077 logo design and not all the others. Rightpoint has worked on campaigns for retailers such as B&H Photo and Walgreens.
“With the design of the user interface for Cadillac, we started with a vision, but we realized that we needed a new perspective and new ways of thinking to turn it into a reality,” said Bill Thompson, GM CEO of design of user interfaces, said in a statement. “This is where Rightpoint and Territory Studio came into the picture. Both teams are incredibly talented and have brought a new perspective that has enabled us to design a personal and elegant user-oriented experience.”
And elegant is a great way to describe the user interface, at least as far as Cadillac’s demo video embedded above is concerned. It’s all clean, minimalist illustrations and clear, legible text. The digital buttons or touchpoints are also clearly marked, and as long as the system is as funny and supple as in the video, there is plenty to get excited about.
The Cadillac Lyriq will go on sale by the end of 2022, with a starting price of about $ 60,000.
The Cadillac Lyriq electric sport utility vehicle enters a new era at GM
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