Jaguar Land Rover


An IVI (In-Vehicle Infotainment) system is defined as a collection of hardware and software that are found in newer automotive vehicles as a common replacement to older legacy systems such as a CD player, radio tuner and clock. The IVI can operate systems as complex as seat and cabin temperatures to internet radio, and media libraries.

There are unique challenges when designing for an embedded system like an IVI. To start, anything you create will be years behind the consumer electronics market due to a lengthy production cycle, and your designed interactions must be safe to use while driving; requiring a flattened information architecture, and larger touch zones than one would find normally on other touch devices such as a phone or tablet. Interactions must only take a specific number of glances, and keep the driver occupied for a very short duration of time to be complient with national and international guidelines.

At Jaguar Land Rover's R&D Office in Portland, Oregon, we were responsible for both internal research and development projects, as well as consumer facing products. Over the years I had the opportunity to work on designing and building out proof of concept features, developing prototypes for testing in support of UX research, participate in design conceptualization for showcase products for major events such as the Paris Motor Show, and design future in-vehicle infotainment systems for the brand.


Leading a small Visual Design team as part of a greater User Experience Design team, we were responsible for developing both a visual design language and visual style which were captured in guides that we wrote in support of future features project teams. These guides were strongly driven by direct user feedback from user testing, giving us a solid baseline for a visual language that our users would understand even at a glance while driving a vehicle.

Developing a visual style for an automotive vehicle touches on many concerns. Visibility during both day and night hours, vision impairedness ranging from color-blindness to disability in passengers, size of touch zones due to driving safety concerns, and more have to be taken into account when designing for an IVI system. As the Visual Design team, we did our best to create an experience that was both safe, and would satisfy the brand in terms of visual fidelity and aesthetic.

The best measurement of success for our team is positive user testing results, and strong reinforcement from other parts of the business. With this definition of success as a goal, all of our designs were tested, and improved upon through rigorous user testing as part of a larger iterative design process.

The images featured are from the unveiling of the Jaguar I-Pace concept car. I had the opportunity to be a part of a small design team doing concept work for the IVI system that was paired with the I-Pace concept.