Case Study
Award-Winning Digital Cockpit Experience Design
Rating by a leading Indian Automotive Publication
Winner of German Design Award
Positive User Feedback
Background
The automotive industry is witnessing a transformative shift towards electric mobility, compelling a redesign of vehicle interfaces to meet the escalating demand for sustainable transportation solutions.
Aligned with Tata Group’s mission to embrace the future of electric mobility, Tata Elxsi collaborated with Tata Motors to pioneer the Gen 3 HMI. The Gen 3 HMI is a futuristic digital cockpit experience tailored initially for Electric Vehicles (EVs) and can skillfully adapt to Internal Combustion Engine (ICE) Vehicles. It is aimed to improve usability, safety, and user enjoyment.
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Challenge
Designing Tata Motors' Gen 3 HMI demanded adept handling of technology integration, global user adaptability, safety-oriented design, and innovative technological fusion.
Key Design Challenges Addressed in Crafting Tata Motors' Gen 3 HMI include:
- UI Modernization: Overcoming old-style UI designs to create a modern, engaging, and user-centric HMI.
- User Experience Enhancement: Streamlining and addressing cluttered screens to ensure a seamless and intuitive driving experience.
- Safety and Functionality Balance: Balancing advanced features while minimizing driver distractions for enhanced safety, along with addressing the challenge of limited native applications
Solution
Tata Motors engaged Tata Elxsi to craft an exceptional digital cockpit experience. Our approach emphasized Human-Centric Design, integrating Advanced Driver Assistance Systems (ADAS) capability, sustainability reporting (e.g., charging analytics), a simplified user interface, and the incorporation of brand identity and aspiration into the design. We also considered customization options related to powertrain and body style while striving to innovate in design and technology for Software-Defined Vehicles (SDVs).
Leveraging our robust consumer research, strategic approach, and HMI design expertise, we embarked on designing a digital cockpit . The digital cockpit not only meets current market demands, but also paves the way for sustained growth and acceptance of electric vehicles in the automotive industry.
Tata Motors Gen 3 HMI, crafted by Tata Elxsi, merges EV digital cockpit with thematic user interactions, ensuring an immersive, safe, and personalized driving experience symbolizing the EV future.”
“Tata Elxsi's expertise in conjuring the Gen 3 HMI has proven truly significant. Their unwavering commitment to excellence and cutting-edge HMI design has not just elevated, but transformed the Tata Motors vision for safer mobility, infusing it with a seamless blend of innovation and excellence. The Gen 3 HMI has already been introduced in our new SUVs and have been appreciated by the customers.’’
Sven Patuschka, Chief Technology Officer, Tata Motors Passenger Vehicles Limited and Tata Passenger Electric Mobility Limited
Impact
Our collaborative journey with Tata Motors resulted in a significant achievement—winning the Prestigious German Design Award 2024. This recognition not only showcases our commitment to excellence, but also underscores the positive market reception.
Autocar, the world's oldest car magazine, lauded Tata Elxsi's contribution at Auto Expo 2023, emphasizing that our work elevated a screen to the spotlight, surpassing conventional automotive attractions.
With an impressive 4.4/5.0 rating by a leading Indian Automotive Publication, based on 727 ratings and 286 reviews, our Gen 3 HMI has invigorated brand excitement. Its innovative design and features have captivated drivers, delivering an immersive and cutting-edge experience, setting new industry benchmarks, and boosting the brand's reputation and desirability.
Services rendered
Tata Elxsi
- Design Research, Benchmarking and Strategy
- UI/UX Design
- Prototyping and User Testing
- Overall digital cockpit experience