Why driving growth with 3D HMI requires balancing innovation, leadership and customer obsession

3D HMI in automotive R1hbapm
3d hmi in automotive

Americans spend about 293 hours per year in their cars but only about 67 hours driving. In other words, automakers have a platform of 4.3 hours per week to entertain, educate and delight their customers.

This is why 3D HMI has quickly taken center stage as a potential strong growth area for the industry. The world's leading automakers have already rolled out game-changing technology to enhance user experience, improve vehicle functionality and safety and differentiate their brands as digital leaders. Where is it headed next? What key opportunities should companies start investing in and leveraging now? 

The road ahead is wide open. Tune into this episode of Shine to learn about 3D's immense potential, how to begin delivering on it and why new ways of thinking about the technology are already essential. 

Subscribe on Apple Podcast   |   Subscribe on Spotify

We will see a much bigger integration between the real world and the 3D interfaces overlaid there. In short, augmented reality is where we will likely see the most impactful innovation in the sector.

Joakim Heyden

Joakim Heyden

UX Chief Designer and Deputy Head of HMI at Lynk&Co Design

3D strategy: balancing innovation, brand identity and customer preferences   

The episode is a comprehensive look into the holistic research, thinking and delivery that is vital for the successful rollout and adoption of these new HMI technologies. To illustrate this, Oleksandr highlights Honda's experience with its 11th-generation Accord. The integrated 3D HMI was generally well-received, with reviewers noting that it made navigating through the car's various functions and settings easier. 

More than anything, 3D HMI is a lesson in the importance of prototyping. Here's how we can help you

Craft future-proof HMI concepts

However, some users felt like it was too far of a departure from their brand core and that now the experience didn't feel like "Honda" anymore. Issues like these will sound familiar to every OEM. While it is impossible to please everyone, our guests shared these insights for how automakers can balance between these contravening forces: 

  • Early market analysis is a challenge: 3D systems are still very new. Many OEMs have just begun releasing models with the technology onto the market. As a result, it’s difficult to assess their overall impact and progression. 
  • Start with research: user research is critical for brands to understand their users and what they prefer, as people have different interface preferences.
  • Slow and steady: it is important for brands to know why users like their brand and introduce 3D features gradually — introducing too many changes at once can alienate users.
  • Good vs. bad 3D: by utilizing 3D interfaces that resemble the real world, designers can simplify user experiences and reduce mental load. Poorly designed 3D HMI technology can have the opposite effect. 
  • Design level up: 3D interfaces can aid designers in understanding relationships between objects and menus, but a well-designed product ultimately depends on conscious consideration of user experience and mental models.

Where can 3D take your brand?

Go further into what you need to know. Listen to the full episode to dive into the rise of AI, the ever-growing debate on Unity vs. Unreal and tackle the question of whether we will see metaverse technologies actually take off this year.

For more, read this article on how automakers can hone their approach to 3D HMI development by selecting the right use cases and engines to best serve their customers. 


3D HMI in automotive Ralkbapm
Joakim Heyden
UX Chief Designer and Deputy Head of HMI at Lynk&Co Design

Joakim Heyden is UX Chief Designer at Lynk&Co Design, with over 15 years of experience in the industry. Nowadays, he focuses on strategic and visual work while also being responsible for the overall user experience of various vehicle projects. Joakim is a keen biker who always tries to balance work, training, and spending time with his family.

3D HMI in automotive Rapkbapm
Oleksandr Troitskyi
Senior UX Designer at Star

As a Senior UX Designer, Oleksandr primarily focuses on the automotive industry, crafting user-centric designs to enhance the digital experience of products and services. Versatile and well-rounded, his specialties include UX, 3D and motion design. His mission is always empowering our clients with the right multidimensional approach to reach their goals.

North America, Big

We are truly global.
Explore our locations around the world.

North America, Big

Star is a global technology consulting firm that seamlessly integrates strategy, design and engineering as an end-to-end partner on its clients’ digital journeys. Star’s unique approach helps rapidly expanding startups and established enterprises reach their endgames while prioritizing empathy for the end-users, society, and the planet.

Insights & inspiration

Receive the latest Star insights on trends, technologies and endgame-driven approaches straight to your inbox.


Or write us at hello@star.global

© Copyright Star 2024. All rights reserved Privacy Policy

plus iconminus iconarrow icon pointing rightarrow icon pointing rightarrow icon pointing downarrow icon pointing leftarrow icon pointing toparrow icon pointing top rightPlay iconarrow pointing right in a circleDownload iconResume iconCross iconActive Badge iconInactive Badge iconFocused Badge iconDropdown Arrow iconQuestion Mark iconFacebook logoLinkedin logoLinkedIn logoFacebook logoTwitter logoInstagram logo