Toyota Concept-愛i
Creating a thought-provoking new user experience for Toyota Concept-愛i , 
a concept vehicle that envisions the automotive future.


Design Strategy / Holistic UX Design / Creative Integration / Client Immersion

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 This concept brings to life a fundamentally new relationship between the car and driver. ICI articulated the specific tone, manner and scenario which would enable the automobile to fulfill its new role as a partner. Involved from the inception of the project, ICI also co-managed technological implementation for the working prototype vehicle with Toyota Innovation Hub.


This project exemplifies the important shift in automotive design towards a more UX-driven practice. ICI worked closely with our technology partner, Tellart to create a holistic user experience for Toyota Concept-愛i (“ai”).  The project was completed in close collaboration with Toyota's CALTY Design Research, Toyota Innovation Hub and Toyota Research Institute. It won several awards when unveiled at CES2017. 

We created holistic UX principles and strategies 
We brought together a complex team of experts to bring this vision to life.
Toyota Concept-愛i was unveiled at CES 2017 in Las Vegas
We presented a paper at the 10th International ACM Conference on Automotive User Interfaces and Interactive Vehicular Applications