Fiat Chrysler

Uconnect is the in-car navigation, entertainment, and communication system for Fiat Chrysler motors. The client was in need of a way to help both the dealer network and their consumers understand the system’s features and how the system could fit into the lifestyles of various types of drivers. Persona vignettes were developed for a variety of different drivers. Each persona was given a "nickname" that defined them. Their stories each read like a stream of consciousness and through the design showed how the features of Uconnect could assist them during their drive.

The persona vignettes were translated into an interactive experience that was showcased in Fiat Chrysler dealerships across the county. Drivers could take a self guided tour of the Uconnect system through the eyes of a persona that they identified with most and share with others.

Client: Fiat Chrysler / Uconnect | Agency: R2i | Role: Creative Director

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