I worked as part of a multidisciplinary team that consisted of a copywriter, art director and experience designer. We were asked to build trust with an emerging technology so we focused on autonomous vehicles during the transition period before mass adoption. Our final deliverables were a campaign and a minimum viable product that helps pedestrians feel recognized and understood. I was responsible for market research, prototyping, user testing and visual storytelling.
Waymo needs to communicate with pedestrians so they feel recognized and understood. Their success relies on expanding its self-driving service to new states. Reducing uncertainty in the public eye will help state officials see the value in bringing Waymo's vehicles to their cities rather than the risk they pose.
The communication system lets pedestrians know when they are seen and when it's safe to cross the road. It uses familiar symbols to avoid language barriers.
The ICS only activates when a pedestrian intends to cross the road or a biker is on either side of the vehicle. It adds transparency to how Waymo's vehicles think and behave, making them more predictable so pedestrians know what to expect.
1) 'Walk' and 'Do Not Walk' Symbols for Pedestrians
2) Light Bars for Bikers