Home General Cadillac News Cadillac Lyriq Leads the Brand’s Next-Gen User Experience

Cadillac Lyriq Leads the Brand’s Next-Gen User Experience

by Bradan Donaldson
3.6K views 5 minutes read
Cadillac Lyriq Digital Instrument Cluster

Cadillac Teams Up with Rightpoint and Territory Studio to Create Next-Generation In-Vehicle Displays

With GM’s desire to bring 30 new all-electric vehicles to market by 2025, the groundbreaking all-electric Lyriq leads the way for Cadillac in both styling and owner-experience.

In a press release issued earlier today by the brand, Cadillac will showcase at CES 2021 how it will continue to push the envelope with with a state-of-the-art user experience first seen on the Cadillac Lyriq.

To help Cadillac Engineers achieve this, the team looked beyond the automotive world and sought help from companies such as Rightpoint and Territory Studio to help them develop the next generation of UX.

Cadillac Lyriq Interior

Rightpoint – a Genpact Company

Rightpoint specializes in developing unique user experiences across a wide array of industries such as banking, remote monitoring & Telehealth and home & business security integrations.

From their website:

We create positive human interactions that drive meaningful business outcomes. A values-led intrapreneurial organization, we’re grounded in innovation, focused on transformation and relentlessly curious.

Territory Studio

Territory Studio with design offices in London, New York and San Francisco, specializes in developing unique approaches to motion design, visual effects and digital experiences.  With vast experience in designing for games, film and cinematics, Territory Studio blends creativity with technology to develop compelling future facing experiences.

Both Rightpoint and Territory Studio worked together to design and elegant and personalized UX for Cadillac’s next generation of vehicles.

Below is the official press release from Cadillac issued earlier today:

Cadillac Looks Outside Automotive Industry to Deliver Next-Generation User Experience

Cadillac collaborates with Rightpoint and Territory Studio to bring to life all-new in-vehicle displays


At CES 2021, Cadillac will showcase how it continues to push the boundaries of the in-vehicle user experience. Early in the new vehicle development process, the Cadillac team invited innovative companies from outside the automotive industry, including Territory Studio and Rightpoint, a Genpact company, to help reimagine the user interface. Focused on artfully integrating aesthetics, purpose and technology, these teams helped bring to life Cadillac’s all-new vehicle displays.

“In designing the user interface for Cadillac, we started with a vision but recognized that we were going to need a fresh perspective and new ways of thinking to turn it into a reality,” said Bill Thompson, GM senior manager, User Interface Design. “That’s where Rightpoint and Territory Studio came into the picture. Both teams are incredibly talented and brought a new perspective that enabled us to design a personalized and elegant user-focused experience.”

Territory Studio brings a deep understanding of narrative design for film, games and brands. Their expertise in near future technology and creative design provided Cadillac with a fresh vision for the future.

“We are excited to be working with the visionary team at GM as technology and innovation bring disruptive changes to the automobile industry,” said Marti Romances, co-founder and creative director, Territory Studio. “As creative specialists, we thrive on future vision challenges, crafting experiences that help people access, understand and benefit from digital technology through intuitive design. Our deep expertise in 2D and 3D real-time graphics allows seamless access to all on-board technologies in safe and precise ways, transforming the in-car experience as connectivity becomes a central part of the experience.”

Rightpoint was brought in to question the expected. With roots in strategy, design and technology, they worked with the team to bring Cadillac’s vision for the future to life in completely new ways.

“Powered by technology new to the automotive industry, we had an opportunity to reimagine the user experience of the Cadillac brand and redefine what luxury is in a digitally enabled world,” said Gabriel Bridger, executive creative director, Rightpoint. “It started with a simple question: Why can’t things work better? With that as our mantra, we created an experience that at once feels intuitive, as well as entirely fresh. The finished product could only exist with tight collaboration with the Cadillac team and a willingness to challenge the expected.”

The recently unveiled Cadillac LYRIQ show car embodies this new direction for the brand. LYRIQ, the luxury brand’s first all-electric SUV, features a massive 33-inch diagonal advanced LED display and offers a customizable user interface designed to deliver a flexible, high-end user experience with display themes to fit the driver’s mood and personality. The large screen wraps toward the driver and information is intuitively displayed where it’s needed most. Visit GMExhibitZero.com starting Jan. 12 to learn more about Cadillac’s next generation displays.

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