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Introduction
An in-car experience that is unified, and uniquely Hyundai
A sustainable future depends on homes that can not only produce but store their own energy. By storing solar, homes can power themselves through the night, eliminate gas appliances and even feed back to the grid at times of peak demand.
Lunar Energy was founded in 2020 to help move the world towards all-electric homes.
Daylight has been Lunar’s design partner from the beginning.
In recent years, the Hyundai Motor Company (HMC) has become a leading car manufacturer; they also aim to be a leader in the transition to electrification. Hyundai looked to Daylight to create an authentic vision for their next generation in-car digital UX platform, to be installed in their flagship cars in 2023.
Daylight was brought in to jumpstart the work of the newly formed Hyundai digital UX team. We established an integrated design approach that was not possible previously within the siloed organizational structure, where each team was responsible for only one component in the car. Daylight created a consistent design system, unified under the umbrella of a holistic experience strategy: to shift Hyundai from designing a product experience that demands attention, to providing a service experience that is highly attentive.
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Strategy
The time-honored art of hospitality, paired with cutting-edge UX/UI design
Daylight’s work aligned HMC’s brand values with the real user needs and aspirations captured during research interviews with drivers in the US and Korea. In addition to the in-depth interviews, extensive trend research and interviews with automotive design experts ensured that the Daylight team understood the cultural forces and competitive market that we were designing for.
Our research deep dive led us to index on the concept of seamless, supportive and safe hospitality for the signature in-car experience, while also matching customers’ expectations for state-of-the-art software interactions and interface patterns.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
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“I wish the car would know what situation I'm in, and proactively suggest and act accordingly.”
– Porsche owner, Korea
UX Design
A multi-modal display approach that expands the value of a Hyundai
In the cohesive system UX that Daylight designed, each screen plays a distinct role within the Hyundai-branded system, but their functionalities are linked and responsive to one another. For today’s mobile-first users, journeys begin and end outside the boundaries of the car, so we emphasized a mobile-led experience with a frictionless hand-off to and from the car. The Infotainment Screen and Mobile app are optimized for non-driving moments and people. These elements reciprocally communicate with the Head’s Up Display (HUD) and Instrument Cluster, which are designed to be driver-focused, essential, and safe—they convey only the most vital and proximate information.
This integrated display UX framework serves both a user need, and Hyundai’s business case. The approach leverages and integrates Hyundai’s existing hardware and software advantages into a holistic experience that spans across the screens—for example, in the distributed navigation tools and in the integration of Advanced Driver Assistance Systems into navigation. As a result, it provides drivers with convenience and reassuring continuity, and incentivizes them to remain within the Hyundai digital ecosystem throughout their journey.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
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Visual Design
An elegant and essential visual style to inspire user confidence and comfort in the experience
Our research made clear that people expect a car’s user interface to be as fluid and intuitive as their mobile phones. Daylight created a Hyundai-branded visual design language that prioritizes usability, readability, and safety — allowing drivers to effortlessly move between road and screens.
Visual inspiration was drawn from the elegance and minimalism of Korean heritage; from traditional tea ceremonies and culinary presentation to modern luxuries and hospitality, we wove together multiple stylistic threads to create a uniquely Hyundai visual design language. This translated into clean and simple shapes with refined details, like chamfered edges that subtly reflect light. Bespoke icons work in harmony with crisp typography, and a simple color palette gives a sense of calm and clarity. Bronze highlights indicate primary interactions, and add a touch of luxury and tradition to the visual style. The design system is consistent and easily scalable, to enable a singularly Hyundai experience across every screen.
Prior to our rebrand work, the San Francisco Health Network's messaging placed emphasis on the providers and the system. The Network described itself as the City’s “only complete system of care.” The Network logo was an icon of the Golden Gate Bridge.
Through our work, we wanted to shift focus from describing the system to communicating the value added for the patient. We sought to:
- Publicly reaffirm San Francisco’s commitment to accessible health care for all of its residents, regardless of immigration status or insurance;
- Create a unifying brand that resonated deeply with patients and staff; and
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
- Give staff desperately needed tools to clearly and consistently describe the Network, its values, and its services.
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“Navigation Cockpit (ccNC) ‘Seon’ infotainment system design features a horizon line and simple, flat graphic components that harmonize with the vehicle’s overall user interface, creating a graphic design that is distinctive to Hyundai.”
– IF Design Award 2023
Impact
From our concept to an award-winning experience for Hyundai owners
Daylight conceptualized a Hyundai in-car experience that put people at its core, and the tangible outcomes we developed included a visual brand language and a set of signature UX features. The fidelity at which these deliverables were rendered provided not only inspiration, but also implementation-oriented design details and guidelines.
Our work was delivered to Hyundai’s UX team in 2020, internally refined, and brought to market as the 'Seon’ design system and Hyundai's next-generation integrated infotainment system. In 2023, it has been implemented in flagship cars, such as the Hyundai Sonata and the Kia EV9, and awarded with the IF Award and the Red Dot Award.
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