The Work
I led the design team, conducting research and developing design concepts to support the company’s new brand positioning and enhance its public perception.
I led the design team, conducting research and developing design concepts to support the company’s new brand positioning and enhance its public perception.
Focus
Competitor Research
Visual Design
Brand Design
Product Design
Competitor Research
Visual Design
Brand Design
Product Design
Role
Project Manager, Visual/ Product Design Lead
Project Manager, Visual/ Product Design Lead
Team
UC Berkeley UMA Design,
Waymo Brand Design
UC Berkeley UMA Design,
Waymo Brand Design
Context
Context
Context
Waymo is an autonomous driving technology company under Alphabet Inc., originally launched as Google's Self-Driving Car Project in 2009. It offers driverless ridesharing through Waymo One and autonomous freight transport via Waymo Via.
Waymo is an autonomous driving technology company under Alphabet Inc., originally launched as Google's Self-Driving Car Project in 2009. It offers driverless ridesharing through Waymo One and autonomous freight transport via Waymo Via.
The Problem
The Problem
The Problem
Waymo has spent most of its history on research and development, but as it moves into the commercial space, it’s working to redefine its brand and better connect with younger customers through its branding and product experience.
Waymo has spent most of its history on research and development, but as it moves into the commercial space, it’s working to redefine its brand and better connect with younger customers through its branding and product experience.
How might we envision a new and captivating "Next-Generation Mobility Experience?"
How might we envision a new and captivating "Next-Generation Mobility Experience?"
How might we envision a new and captivating "Next-Generation Mobility Experience?"
Competitor Research
Competitor Research
Competitor Research
We thoroughly analyzed Waymo's ride-hailing competitors and autonomous driving competitors, focusing on brand positioning, personality, visual and verbal identity, and advertising strategies.
We thoroughly analyzed Waymo's ride-hailing competitors and autonomous driving competitors, focusing on brand positioning, personality, visual and verbal identity, and advertising strategies.
User Survey
User Survey
User Survey
We surveyed 100+ people to gather data on their perceptions of autonomous vehicles and their preferences for ride-hailing services.
We surveyed 100+ people to gather data on their perceptions of autonomous vehicles and their preferences for ride-hailing services.
Appealing brand characteristics in a ride-hailing service
Appealing brand characteristics in a ride-hailing service
are excited to try Waymo's autonomous driving technology
are excited to try Waymo's autonomous driving technology
Factors that are important when choosing a ride-hailing service
Factors that are important when choosing a ride-hailing service
Insights
Insights
Insights
Gen Z, growing up in a digital world, values innovation and sustainability. They are tech-savvy and open to new experiences, making them a crucial audience for Waymo.
To appeal to them, Waymo should maintain its reputation of trustworthiness while also adding a fun, exciting element to its brand.
Gen Z, growing up in a digital world, values innovation and sustainability. They are tech-savvy and open to new experiences, making them a crucial audience for Waymo.
To appeal to them, Waymo should maintain its reputation of trustworthiness while also adding a fun, exciting element to its brand.
The Solutions
The Solutions
Waymode
Waymode
Pick Your "Waymode” lets passengers customize their ride experience with options for lighting, sound, and comfort. It also offers real-time updates on arrival time and route, along with controls for music and climate, all designed to make every journey feel personalized and serene.
Map view showing information about your ride (ETA, route, etc.)
Map view showing information about your ride (ETA, route, etc.)
Temperature adjustment
Temperature adjustment
Play your favorite music or podcasts from the in-car screen or from your phone.
Play your favorite music or podcasts from the in-car screen or from your phone.
Alert riders of nearby road users when opening vehicle doors.
Alert riders of nearby road users when opening vehicle doors.
Waymo One App enhancement
Waymo One App enhancement
Introducing subtle gamification elements to the Waymo One app to create a more engaging and personalized rider experience.
These updates make it simpler for riders to identify and locate their vehicle, offering clear, intuitive guidance and an interactive start to each journey that brings a sense of connection and playfulness to Waymo’s technology.
Introducing subtle gamification elements to the Waymo One app to create a more engaging and personalized rider experience.
These updates make it simpler for riders to identify and locate their vehicle, offering clear, intuitive guidance and an interactive start to each journey that brings a sense of connection and playfulness to Waymo’s technology.
Riders can customize a unique car ID within the app, which displays on top of the Waymo vehicle to help them easily spot their ride.
Riders can customize a unique car ID within the app, which displays on top of the Waymo vehicle to help them easily spot their ride.
An on-screen arrow shows the direction and distance if there’s a walk to reach the car.
An on-screen arrow shows the direction and distance if there’s a walk to reach the car.
To begin the journey, riders can slide up on their screen, activating a small animation of the Waymo moving forward for an engaging start.
To begin the journey, riders can slide up on their screen, activating a small animation of the Waymo moving forward for an engaging start.
Marketing Assets
Reliability Evolution
This billboard highlights Waymo's reliability by tracing the evolution of Waymo One vehicles. It appeals to tech-savvy younger audiences who value credibility, showcasing Waymo's history of dependable autonomous technology to build trust.
This billboard highlights Waymo's reliability by tracing the evolution of Waymo One vehicles. It appeals to tech-savvy younger audiences who value credibility, showcasing Waymo's history of dependable autonomous technology to build trust.
Safety-Centric
This billboard spotlights a new rider experience that places safety at the forefront. It communicates Waymo's commitment to providing passengers with a ride that's not only innovative but also supremely safe.
This billboard spotlights a new rider experience that places safety at the forefront. It communicates Waymo's commitment to providing passengers with a ride that's not only innovative but also supremely safe.
More Design Recommendations
More Design Recommendations
Humanize the Autonomous Technology
Highlight Waymo's advanced technology alongside the real people behind it. Feature profiles of engineers, safety operators, and developers to make the technology feel more relatable and trustworthy.
Highlight Waymo's advanced technology alongside the real people behind it. Feature profiles of engineers, safety operators, and developers to make the technology feel more relatable and trustworthy.
Showcase Safety and Testing
Feature Waymo’s rigorous testing and safety measures through behind-the-scenes content to reinforce reliability and security.
Reflection
This project was a great experience, especially as my first time managing a team of 10. There were definitely some challenges, but it was all worth it. We had a lot of creative freedom to showcase Waymo's cool passenger experience, though more user research would have been ideal.
If I could do this project again, I’d focus on refining our ideas and extending the user research phase.
Overall, it was a fantastic start to my project management journey, and I’m super grateful for the opportunity!
This project was a great experience, especially as my first time managing a team of 10. There were definitely some challenges, but it was all worth it. We had a lot of creative freedom to showcase Waymo's cool passenger experience, though more user research would have been ideal.
If I could do this project again, I’d focus on refining our ideas and extending the user research phase.
Overall, it was a fantastic start to my project management journey, and I’m super grateful for the opportunity!
