Cadillac Welcomes Outside Automotive Sector to Deliver Next-Generation User Experience

These teams helped bring Cadillacs’ all-new vehicle displays to life based on artfully combining aesthetics, intent, and technologies.

FREMONT, CA: Cadillac, an American automobile manufacturer, will demonstrate at CES 2021 how it aims to expand the limits of the in-vehicle user interface. Early in the new vehicle production process, the Cadillac team welcomed creative firms outside the automobile industry, including Territory Studio and Rightpoint, a Genpact company, to help reimagine the user experience. These teams helped bring Cadillacs’ all-new vehicle displays to life based on artfully combining aesthetics, intent, and technologies.

“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 is 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 offers a thorough understanding of story architecture for films, games, and brands. Their experience in near-term technologies and innovative architecture presented Cadillac with a fresh outlook 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 called to challenge the anticipated. With backgrounds in planning, architecture, and technology, they partnered with the team to bring Cadillacs’ vision of the future to life in a whole new way. “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 cannot 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.”