2025 Citroen Amity

A 15-week collaborative project sponsored by PSA Group

Role: Research, Ideation, 2D/ 3D Visualization, Storyboarding, Automotive Design, UxD, HMI, CMF, 3D Animation
Team member: Rongyu Na( Automotive Design), Yomar Gonzalez (Clay Scuulptor), Megan Wu (UX Designer), Iris Hsieh (UX Designer)

A space on wheels, inspired by future you

Citroen is a century-old car manufacturer that has always been inspired by people. At the same time, Citroën technology's primary vocation has always been to make drivers' and their passengers' lives easier and more comfortable—while ensuring their safety.

Today, the electric driving platform and autonomous driving are revolutionizing the automobile industry. The future car can be imagined as a box on wheels. Citroen wants its customers to decide what goes inside the box.

#make it your own, #spaces, #lifestyle specific, #my stuff, #its me, #change it as you please #fit my current mood, #my daily style, #only what you need, #not too serious, #the essentials

Identify Opportunities:

The team decided to revisit the local transportation options in order to gain new perspectives and fresh experiences. Then, we compared the pros and cons of each based on the overall experience, cost, travel range, etc. We wanted to use this field research to think creatively about how people will get around in the future, so we could choose the best answer from a number of transportation options.

Aha Moment:

︎People continue to like driving and owning cars, which can provide a sense of independence and freedom. It allows people to travel where they want, when they want, without having to rely on public transit or other forms of transportation.
︎ Different modes of transportation provide numerous advantages, including improved traffic flow, accessibility, flexibility, connectedness, and convenience. Instead of designing a solution to replace all modes of transportation, we should find a way to better embrace them and make them more efficient.
︎ Riding a horse has similarities to driving with autonomous technology.

How might we we create a car that everyone enjoys?

People love cars for many different reasons, such as the sense of freedom and independence they give, the thrill of driving and experiencing high performance, the chance to show their style and personality through the make and model of the car, or the practicality and convenience of having a reliable way to get around.

︎“I really enjoy driving with paddle shifters. I feel in control while I'm driving.”
︎“ I work there, eat there, and on occasion even sleep there.”
︎“I enjoy sitting in my car, even just to listen to music.”
︎“I used my car every day to drive to work, pick up my kids, or drive around the city.”
︎ "I love the freedom and independence that cars give me. I can go wherever I want, whenever I want, without having to rely on anyone else."

Inspired from classic “people’s car”:



︎Affordability: They were designed to be accessible and affordable for a wide range of consumers while still maintaining quality and performance.
︎ Practicality: They had a lot of storage space and different layouts for a wide range of purposes, from work and farming to recreational activities like roadtrips.
︎ Durability: They can stand the test of time and provide value for their owners over the long term.
︎ Universality: The cars were flexible and adaptable to different needs and tastes, so they could fit a wide range of people and situations.

Inspired from different car segments:



︎ Trucks: People adore their muscular appearance and versatility, which makes them ideal for demanding tasks, transporting loads, and traversing rough terrain.
︎ SUVs: They offer large interiors that are perfect for families or groups. SUVs also have all-wheel drive, a higher ride height, and great safety.
︎ Sedans: They often have a sleek look while maintaining comfort and fuel efficiency. They’re great for a variety of uses, from commuting to long-distance travel.
︎ Sports: Many people simply enjoy driving them and find it fun. They are known for handling, high performance, and agility.

Defining the Space:

Our goal was to make a car that everyone in the family could use and enjoy, and that was also flexible enough to meet all of life's needs.
1. We began by creating a space that can carry all of the stuff that users are likely to bring into the car.
2. We re-defined the driver's and cargo areas by calculating the driver's space, studying users' needs, and selecting the most frequently used goods, so the car may fully utilize the space and be fantastic for daily usage and urban environments.
3. We also made room for rear passengers so that more people could enjoy the vehicle.
4. We then found that if we made the space in the back a little bit bigger, the drivers or passengers could turn their seats into a lounge position to get comfortable.
5.The space was then added on wheels, and powertrain. And, the car is formed.
6. We began to investigate aerodynamics, which has a significant impact on the driving range of electric vehicles.
7. To improve aerodynamics without compromising vehicle handling. We created larger but thinner tires to improve aerodynamics while preserving the same amount of tire contact surface on the road.
8. Following that, we outlined the outside silhouette, which was inspired by an equestrian helmet. As a result, it appeared protective, dynamic, and spacious.
9. Then, in order to achieve even greater aerodynamics, we built a clean rear cut to better direct the air flow and lifted the rear body to attain a 15° angle (the optimal angle for best aerodynamics).

Personas:

The group chose to use Sam, Julia, and Scott as our personas to stand in for various customer demographics and needs. After analyzing their potential needs, the team sketched out design options that allow everyone to find something they love within the same vehicle.

Design goals:
︎Sam: Creating a more exciting driving experience like playing a racing game on the PS4.
︎Scott: Helping Scott discover a new engaging driving experience.
︎Julia: Making the driving experience less stressful so she can find peace of mind while driving

After refining ideas and reviewing the initial direction with the PSA team, we applied a number of methods to explore design opportunities. Began by sketching up various interior layout options and then bringing them into VR to experiment with space and functionality. The next step was to further refine our concepts by sketching out different design options in various aesthetics. Meanwhile, we used clay to fine-tune details and make design adjustments. Soon, we were able to settle on our final direction based on the sketches and design options.

Wireframe + User Flow:

The vehicle was designed with the intention of becoming a platform for everyone. We used a minimalistic approach to design the vehicle, with the interior only including what was absolutely necessary. We let the customer decide what they want with the rest of the space. One of the primary features was the ability for customers to operate the entire car using their phone, which could operate as a key, control panel, dashboard, or digital platform to link Citroen services.

The team brainstormed together about potential features that users could use to create a better experience (based on our 3 personas). Then, in the information architecture, we listed all of the major features and built user stories to analyze the user flow. For a more customizable Citroen experience, we designed three different driving modes with unique aesthetics that users could choose from.

︎Joyful/ Fun Mode:  Gamification features make this mode extremely fun. The idea was to imitate a digital game experience while guiding the user to drive better on the physical road, such as by recommending where to break, the best driving paths, or steering angles.
︎Comfort/ Safe Mode:  We were looking for ways to introduce fresh features that would enhance the driving experience for seasoned drivers or car enthusiasts. One of the main functions was to let drivers forecast the speed at the next corner by using sensors for autonomous driving, allowing them to push the car to its limits.
︎Control/ Sport Mode:  This setting is supposed to assist drivers be more relaxed when they drive. It suggests a car distance, stop sign, road obstacle, or speed warning to help drivers better understand their surroundings on the road.
︎Auto Pilot Mode:  We were aiming for Level 3 autonomy, so the drivers must still take control when necessary. In this mode, we keep information about the car on the screen, such as the planned route, speed, and the ability to recognize road objects.

Design Iterations:

After conducting some user tests. We condensed the information that will be presented on the phone screen. Also make the key info more obvious, so it does not distract the driver while they are driving.  We also utilized different colors to differentiate between information and alerts, such as blue and green for safe and yellow, orange, and red for various levels of danger. One example is the driving path design. We utilized gradient color to indicate driving condition, which is a more visual way to let drivers know if their speed is too fast at the next turn or if they are too close to the car in front of them.