Tata Elxsi wins “Best User Experience” design award


Tata Elxsi, a global design company and a part of the US$100bn Tata group,was declared winner of the first Automotive Grade Linux (AGL) User Experience Contest in the “Best User Experience” category.
The AGL contest was centred on the theme ‘Designing the Future of Automotive Infotainment User Experience’.

Tata Elxsi’s concept HMI called ‘Today’s tomorrow’ won the award for its intuitive and hassle free navigation. The User Interface which is a beautiful, simplistic yet functional design was achieved through the appropriate combination of typography, colour and other design elements to minimise driver distraction from in-vehicle information access and electronic controls. It featured backgrounds that changed colour hues depending on the time of the day and also provided an integrated user manual.

As part of the prize, the architect and the designer of ‘Today’s tomorrow’ will now have an opportunity to collaborate on a proof-of-concept with Jaguar Land Rover and Automotive Grade Linux (AGL).

The winners of the contest were announced on May 27, 2013 at the Automotive Linux Summit Spring in Tokyo/Japan. Other winners include Ford Motor Company – Best New Feature and Reaktor – Best Visual Appearance.

Tata Elxsi is among the top five global R&D service providers for automotive electronics and design services. It brings together automotive electronics development experience, cross-technology expertise in multimedia, graphics, and connectivity, a world-class User Experience and HMI design team, and system development capability for IVI and telematics. It is also an active member of the GENIVI, AUTOSAR and ARTOP consortiums. Tata Elxsi works with leading OEM’s and Tier 1 suppliers across the world for IVI, ADAS, Power train and body electronics.

Matt Jones – Automotive Grade Linux, said “Tata Elxsi’s submission conveys through its clean and consistent design that it can present the driver with the most important information and controls without being distracting. I would like to congratulate Tata Elxsi on this win.”

Satish Patil, Chief Designer – User Experience, Tata Elxsi said “Today’s tomorrow’ is about creating a vision for future Automotive HMI. Cars of tomorrow would be far more digital with exponentially growing functionalities to make them safer, comfortable, and connected. However in the process, the Automotive HMI’s will get increasingly complex.

‘Today’s tomorrow’ is based on the premise that interfaces should be kept simple to let users handle complex functionalities easily and effectively.



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