Vinfast

Redefining Mobility

The autonomous driving innovation that took a small car company global

The Space

This snapshot offers a glimpse into a confidential project, keeping key details private.

At Particle Design, I had the thrilling opportunity to be part of a dynamic team of four UX designers. Together, we tackled the challenge of designing a cutting-edge semi-autonomous driving experience for VinFast, a pioneering Vietnamese automotive company making its bold debut in the U.S. market.

My ROLE

Immersed myself in user research to deeply understand driver needs and behaviors.

Conducted competitive analysis to benchmark and identify industry best practices.

Translated research insights and client technical capabilities into realistic driving scenarios.

Developed detailed driver task flows for different driving modes.

Designed wireframes and annotations for the Media Head Unit (MHU) and Heads Up Display (HUD) to guide VinFast engineers.

Created new UI components to enhance the ADAS design system.

Planned and contributed to impactful client presentations and workshops.

Deliverables

Led the end-to-end redesign process, from initial concept to final implementation.

Crafted user-friendly flows and wireframes, ensuring intuitive navigation, safety and the right distractions.

Conducted regular stakeholder reviews to align the design with business objectives and technical constraints.

TEAM

1 UX Researcher

4 Product managers

4 Hardware engineers

15 Software engineers

TOOLS

Figma

Slack 

Car simulator

Keynote

Asana

My design process

Grasp the subject matter

The ADAS system architecture consists of various sensors, interfaces, and a robust computer processor that integrates all the data and makes real-time decisions. The sensors are constantly evaluating the environment around the vehicle and providing this information to onboard ADAS computers for prioritization and action. Understanding how ADAS functions was crucial for me, as it forms the foundation of autonomous vehicle design.

What is ADAS? ADAS (Advanced Driver Assistance Systems) are passive and active safety systems designed to remove the human error component when operating vehicles of many types. ADAS systems use advanced technologies to assist the driver during driving, and thereby improve drivers’ performance. 

Research with real users guide design

From talking and observing users on the road using autonomous driving features, researchers conducted a formal in-person study to uncover pain points, needs, and usability issues. This research employed a combination of interviews and real-world observations, allowing for a comprehensive understanding of how drivers interact with autonomous driving technologies in authentic settings.

The study focused on users actively engaging with autonomous driving features during actual road trips. By conducting the research "on the road," the team ensured that their findings reflected genuine user experiences rather than simulated scenarios. This approach provided valuable insights into how these advanced driving systems perform and how users respond to them in varied, real-world conditions.

Through this formal study, researchers were able to identify several key areas of interest. We uncovered pain points – the frustrations and challenges users face when relying on autonomous features. The study also shed light on user needs, revealing what drivers require or desire from these advanced technologies to feel comfortable and confident. Additionally, the research examined usability factors, assessing how intuitive and user-friendly the autonomous features are in practice.

Personas build empathy

Next, I aimed to gain a deeper understanding of our users’ goals, needs, experiences, and behaviors. To achieve this, I created two personas for each user segment, based on user interviews and surveys.

I continuously updated these personas throughout the project as we gathered more data. This information enabled me to advocate for core customer needs during the design review process with stakeholders.

A key moment in the driver's journey

This scenario illustrates a part of the driver journey. Here, the driver is on the freeway and intends to use Mode 1 (cruise control) and Mode 2 (cruise control with steering assist) of the autonomous features.

Using diagrams for crossfunctional team communications

I utilized diagrams to depict each driving scenario and the corresponding information displayed while communicating to the larger teams with product managers and engineers.

By thoroughly understanding user needs and their journey, I was able to create UIs that are both intuitive and flexible for various scenarios

  • New UI components and sensorial feedback

    Designed new UI components for intuitive notifications, using shapes and common colors to indicate on and off states, standard speed limit signs, and incorporating sound and haptic feedback to alert and display various driving scenarios.

  • Risk management in design

    Determined how users activate and deactivate autonomous driving with safety as the primary design rationale, while balancing real estate, convenience, and intuitiveness on the steering wheel. For example: To activate autonomous driving, double-press the mode button to avoid accidental activation.

Designing UIs for maximum accessibility and minimal distraction

I was assigned to design UI components for the HMI (Human Machine Interface) and HUD (Head-up Display) screens based on key driving scenarios. I created different interface states for various driving situations.

Throughout the design process, I prioritized accessibility and minimized potential distractions to keep the driver's focus on the road.

The final UI designs effectively supported key driving scenarios while enhancing driver safety through improved accessibility and reduced distractions.

Time to reflect

As a designer, I am both proud and humbled by the significant impact our work can have. A prime example of this impact was when my recommendation on drive modes led to a redesign of the 'mode' button's position and functionality on the steering wheel. This change not only improved the user interface but also enhanced the overall driving experience by significantly improving usability and reducing the likelihood of user errors. The new design made it easier for drivers to select the appropriate mode safely and efficiently, demonstrating how thoughtful design can contribute to both user satisfaction and safety.

Every week, my team and I connected with the engineering team in Vietnam through video conferences. As the development progressed, I continually presented my recommendations and design rationale. Alongside this, I discussed technical constraints and identified opportunities to enhance user value. Below is an example of my presentation.