Jaguar ‘CatWalk’
Creating emotion-driven interaction.
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What is it?
A ‘machine learning’, AI cat that responds and reacts in real-time to your gestures, telling the story of Adaptive Dynamic technology in Jaguar vehicles.
Our idea was the personification of the car as the cat in an interactive, responsive experience.
The experience needed clear objectives:
Direct, immediate feedback
An activity requiring a degree of skill, making a player a participant.
A merging of action and awareness
A sense of control over the cat
An altered sense of time, immersed in the moment
Built to respond
Here’s a short case study film of the experience at the Paris Auto Show 2019.
“I believe gaming strategy is crucial to creating memorable experiences, even if it is just a false sense of winning helps. People often confuse gaming strategy with video games, but it’s so important to know the difference and apply these strategies to create addictive interactions between the activation and the player. Once you make these interactions rewarding as well, you have something that is fun and infinitely more engaging.”
— Tony Currie - Head of Digital @ Imagination
As Lead UI Designer my direct responsibilities were:
Helping the team develop storyboard from a technology perspective
Creating UX flows and journey maps
Designing and user testing all screen interfaces needed for the experience, from on-boarding to data capture (AdobeXD/Sketch)
Designing the UI for on-boarding and social amplification tools
Art directing brand guideline consistency