Project Overview:
I collaborated with a talented team to create Virgin America’s “Red” In-Flight Entertainment system, which redefined aviation entertainment. In an era before touchscreens were ubiquitous, we designed a user experience inspired by the familiar interfaces of the time. Together, we introduced innovative features, including a chat functionality that allowed passengers to connect with friends, making the system more interactive and engaging.
Project type: Autoshow
Category: Experiential
Role: Sr. Experience Designer
Date: 2016
Concept:
The team developed a two-part activation that blended a physical sound booth at the SEMA show with a complementary web-based experience. I created user flows to ensure seamless interactions across both platforms, delivering an engaging and cohesive experience that captivated participants both at the event and online.
Sound Booth Experience at SEMA
Attendees stepped into a specially crafted sound booth engineered to deliver pristine audio fidelity. Inside, they were challenged to listen to and identify the unique sound of a Lexus supercar compared to other high-performance vehicles. The booth offered an immersive, visceral experience, blending cutting-edge audio technology with a sleek, modern design that reflected the Lexus brand.
Web-Based Experience
For those unable to attend SEMA, we created a digital counterpart accessible via a web platform. This online experience mirrored the core challenge, allowing participants to listen, compare, and test their knowledge of Lexus’s distinctive sound from anywhere in the world.
Results:
The sound booth experience at SEMA drew thousands of participants, generating excitement and enthusiasm for its unique concept. The web-based counterpart extended the challenge’s reach globally, engaging users from diverse locations. Feedback highlighted a notable increase in participants’ recognition of Lexus’s distinctive sound engineering, reinforcing appreciation for the brand and its commitment to innovation.
The Immersive Sonic Challenge successfully bridged the gap between in-person and digital experiences, providing a platform for Lexus to showcase its craftsmanship in an innovative and interactive way. The two-part approach ensured broad accessibility while delivering a consistent and impactful brand message.