OVERVIEW:
MINI Innovative Lighting
ROLE:
Craftsmanship Engineer (Intensive Team)
TOOLS:
Photoshop, Powerpoint, In-house Tools
MINI Ambient Projection
about.
Ambient lighting is becoming a key part of what drivers expect from a modern, emotionally engaging car. But bold ideas only succeed if they’re executed with precision and purpose. That’s where UX comes in.
I worked on the MINI Intensive Team to guide the development of a distinctive ambient light projection experience to express MINI’s unique character.
challenge.
MINI set out to go beyond conventional car lighting by creating an emotional, brand-specific projection experience, one that would surprise and delight drivers while reinforcing the brand’s iconic character. The challenge: to make ambient light feel meaningful and magical, not just functional. We had to balance premium craftsmanship, quirky personality, and technical feasibility across global platforms.
action.
As the lead from the whole vehicle test department, I worked closely with engineers, material specialists, lighting designers, and interior teams to shape and evaluate projections that felt distinctly MINI: playful, precise, and premium. We tested dozens of combinations, materials, light graphics, and 3D dashboard geometries, refining each to meet tolerance specs, enhance craftsmanship perception, and deliver a cohesive, emotionally resonant experience.
result.
The outcome was a series of ambient projections that turned everyday driving into moments of visual delight. The feature helped MINI stand out in a saturated market and deepened the emotional bond with users. The projection system was recognized for its originality and emotional impact, earning a CES 2024 Innovation Award in the “In-Vehicle Entertainment” category.
final thoughts.
User Experience includes everything that shapes how a person perceives, understands, and feels about a product—even when it isn’t interactive.
This role deepened my understanding of how subtle perception details like lighting intensity, projection angle, and surface behavior can influence not only visual clarity, but emotional connection and perceived quality.
Along the way, I also had a lot of fun and gained a deep respect for the cross-functional dance between design intent, engineering reality, and production constraints.
What started as a beam of light became something more: a collective effort to make MINI’s boldest ideas not just possible, but feel right.
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