OVERVIEW
As part of the MINI Connected ecosystem, the Driving Excitement App was designed to bring MINI’s iconic go-kart feeling into the digital realm: blending driving data, gamified learning, and brand personality across both in-car displays and mobile devices. The app encouraged sporty-yet-safe driving by visualizing performance data, guiding users through improvement journeys, and celebrating progress with cheeky MINI charm.

MY ROLE
I was the lead designer on this project, responsible for the core concept, visual language, and cross-platform design execution. This included:

* Designing driving data visualizations and custom gauges for in-car HMI
* Creating metaphors and illustrations for driving tutorials and celebration badges
* Building UI screens and graphic assets for mobile and in-car experiences
* Defining a consistent, brand-aligned design language that could scale across platforms

DESGIN GOALS & CHALLENGES
The goal: make driving feedback feel fun, not corrective. We translated performance metrics into MINI-style storytelling: transforming acceleration curves, gear changes, and braking behavior into tangible, rewarding learning experiences. The challenge was bridging mobile and in-car UX, keeping everything responsive, intuitive, and safe to glance at mid-drive.

FEATURES
* Dynamic gauges for real-time feedback on driving behavior
* Progress milestones and badge-based achievements
* Illustrated tutorials teaching users how to drive more sporty and safely
* Playful tone and brand-consistent visual metaphors

OUTCOME
The Driving Excitement App was a much-loved addition to the MINI Connected app. It reflected MINI’s energetic brand spirit while providing meaningful user feedback in a way that felt lighthearted and motivational. Most importantly, it bridged the gap between car and phone, bringing the driving experience to life beyond the dashboard.