Designing intuitive products people love
Case Study: In-Vehicle OS Design
“Simple can be harder than complex: you have to work hard to get your thinking clean to make it simple.”
- Steve Jobs
I led the framework design of Rivian’s Center Display making it easy to learn and simple to use while driving.
A core principle was making the vehicle feel inviting — something people could understand and feel confident using, both inside and out.
So we designed a flexible framework that kept information glanceable, supported multiple paths for common actions, and used consistent patterns to reduce friction and build user confidence.
We also took a systems approach to our patterns and components so that learning one area of the Center Display translated into other areas and made owners feel empowered.
The result was a category-defining product that resonated with a broad range of archetypes and empowered owners to get outside and make memories.
75
percent of Rivian R1T and R1S owners have never owned an electric vehicle.
Source: ABC News 2023
60
percent of R1T buyers have never owned a truck before.
The work also caught the attention of the press. Here are a few highlights.
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“At the center of the dashboard, a cleanly designed infotainment touch screen reacts quickly to touch and displays information like drive modes, climate controls, hood release.
Nearly all of its functions are no more than three taps deep, something other automakers could learn from.”
Eileen Falkenberg-Hull | Newsweek
September 28, 2021 -
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“We thought we'd be more upset with the near total lack of physical controls, but it didn't end up being an issue thanks to an intuitive user interface.”
Scott Evans | MotorTrend
September 21, 2023 -
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“The interface of the R1S’s 15.6-inch center touchscreen is snappy and easy to use, and I don’t encounter any glitches or other software issues that have plagued Rivians in the past — chalk that up to Rivian releasing consistent updates about once a month.”
Daniel Golson | The Verge
April 22, 2023 -
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“The user interface of the rectangular 15.6-inch touchscreen is the best of any all-screen infotainment center I’ve seen yet... The touchscreen interface is a weakness for many car companies, and it’s astonishing that they don't look at systems like this for valuable lessons.”
Matt Jancer | Wired Magazine
August 30, 2022 -
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"I also really felt like when I was driving with the vehicle, interacting with the screens, changing all those settings, it really felt like an extension of the things I’m using in my everyday life. That real mentality of how I use my device kind of now translates to the car itself."
Lexy Savvides | CNET
June 6, 2024 -
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“Broadly speaking, the overall layout and functionality are refreshingly intuitive and, for lack of a better term, Apple-like…
Rivian’s UX team clearly paid intense attention to the little things, and that shines through all over the R1S’s interface.
…the Rivian OS doesn’t come off cluttered. It’s pretty easy to find whatever you need, and I got the lay of the land in fairly short order.”
Tim Levin | InsideEVs
October 2, 2024 -
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“The award for best UX design team went to Rivian. This category was for the team that understands what it is to create an intuitive and user-friendly with a coherent and memorable aesthetic that strengthens the connection between the car and the customer. The judges were impressed by Rivian’s intuitive and aesthetically pleasing UX — a measure of the value the brand places on this new element of car design.”
Car Design News: Best User Experience Design Team | 2022
“There’s this whole thing in the automotive world, like “Oh I hate screens, more buttons.” Well, the thing with buttons is you can’t innovate.. you can’t make it better… but, you can always make a screen better.
If you did it right… if you build cars the way Rivian is, the screen is awesome!”
- Johnny Lieberman | MotorTrend
Signature Projects
Quick Controls
Designing easy ways to interact with vehicle closures and settings through the Center Display
App Launcher
Enabling quick access to apps and a framework for custom ordering
One Touch Garage
Simple one-touch garage access via Steering Wheel controls and the Driver Display
Future Vision Proof of Concepts
Collection of interactive prototypes and proof of concepts for future platforms
Skills and Experience
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Proof of concept through production
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Prototypes that fill in the gaps and reveal the details.
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Agency and In-House Experience
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Design system and framework fundamentals that scale.
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Experience with processes that work.
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Full-stack with an emphasis in frameworks and IxD.
