Personalization Platform
A profile-driven personalization layer that adapts the entire cockpit — seat, climate, ambient, media — to every driver.
/Overview
The platform lets a single driver identity carry preferences across brands and vehicles, making any car feel instantly personal.
/Business Challenge
Eight brands each had bespoke personalization flows. There was no shared model, creating duplicate effort and inconsistent quality.
/Research
Cross-brand workshops and preference audits revealed 70% of settings were conceptually identical under different names.
- Naming and IA diverged wildly
- Users expected settings to follow them
- Brand identity had to survive shared foundations
/Competitive Benchmarking
Studied consumer OS profile systems and premium OEM personalization to define a scalable baseline.
/Personas
Consistent settings whichever car she drives.
Shared foundation without losing brand character.
/User Journey
Onboarding, daily recall and guest handoff were mapped to ensure personalization felt effortless and private.
/Information Architecture
A layered model separates universal preferences from brand-specific extensions, enabling reuse without lock-step releases.
/Task Flow
Profile creation and vehicle recognition were streamlined into a single guided flow with sensible defaults.
/Wireframes
/High-Fidelity Designs
/Design System
A theming architecture where brand skins ride on shared components and tokens, all governed through the release library.
- Brand theming tokens
- Shared settings components
- Governance and compliance model
/Accessibility
Profiles carry accessibility preferences — text size, contrast and audio cues — automatically across vehicles.
/Developer Handover
Delivered a theming spec and component contract enabling brands to extend without forking the core.
/Results
- One profile model adopted across 8 brands.
- 22% lift in personalization feature engagement.
- Reduced duplicate design effort across brand teams.
/Reflection
The hardest part was politics, not pixels — a shared system only works when every brand sees itself reflected in it.
Music Experience
In-Vehicle Infotainment