Raizes Jeep 2050
Introducing Jeep Raizes, a 2050 vision where adventure meets agriculture.
Rooted in Jeep’s legacy and driven by innovation, Raizes redefines mobility
—not just as transport, but as a tool for sustainable progress.
Presentation
Client:
Jeep
Role:
UX Designer + Team Lead
Date:
Fall 2024
Duration:
4 months
The Jeep x Raizes project presents a groundbreaking concept for the year 2050 that transcends traditional transportation. Building upon Jeep’s iconic strengths, Raizes positions itself at the forefront of the future of agriculture, seamlessly blending Jeep’s rich heritage with innovative, forward-thinking design.
The name "Raizes," meaning "roots," symbolizes a deep respect for cultural heritage while embracing sustainability and technological advancement. This concept is not just about a vehicle; it’s about revolutionizing farming practices, enhancing efficiency, and promoting eco-friendly innovations while staying true to Jeep's adventurous spirit.
My Team
Shiuli Chakravorty (Me) – Interaction/UI/UX Designer
Penny A. – UI/UX Designer
Adeline Greenleaf – Architectural Designer
Milos Delic & Rafael Ceron – Industrial Designers
My Role
As the project lead and interaction/UI/UX designer, I guided the concept’s ideation, facilitated team collaboration, and ensured alignment with project goals. I took responsibility for organizing the project, distributing tasks, and overseeing the final execution. Additionally, I contributed to Concept Ideation, Team leader, organizer, and assignment distributor, Presentation creator, editor, and presenter, Final movie production, Created mood boards, style guides, and explored supporting technology, Design Research, UI/UX, Design system, Storyboard, Persona, Wireframes, 2D and 3D prototyping
🏆 Challenge
As we approach 2050, we are faced with numerous challenges related to resource scarcity—ranging from water and gasoline to energy. People are increasingly prioritizing sustainability and adopting high-tech solutions that support their ability to thrive in an evolving world. In the Jeep 2050 concept, our goal is to design a vehicle that not only fits into this future but actively contributes to it. We emphasize sustainability, self-sufficiency, and eco-friendly innovations, empowering users to navigate a resource-conscious world with confidence.
💡 Raizes Key Features
Neuro-Sensory Ring + AR Lens: Instant farming alerts. Smart key. AR data, always in sight.
Water Harvesting + Beanalyzer: Rainwater purified on the move. Coffee crafted with origin insights.
Autonomous Mode: Self-drives, freeing users to focus on farming or relax during long trips.
Cabin Rotation: Rotating cabin boosts agility in tight farm fields and urban areas.
Command Center: A mobile hub with real-time farm monitoring, team collaboration space, and a lounge to recharge.
Neuro Sensory Ring + AR Lens
Productivity at Your Fingertips with the combination of the Neuro-Sensory Ring and AR Lens offers a unique blend of productivity and mobility. With simple hand gestures, users can track tasks, view calendar events, and access navigation cues, all enhanced by immersive AR. The ring also serves as a car key, unlocking the vehicle with a gesture and providing real-time feedback via LED lights, ensuring that users stay connected and productive at all times.
RING
Neuro-sensory + Gesture Control
2050 Jeep Raízes re-imagines the future of driving, where innovation meets
intuition for a truly effortless, connected experience.
Seamless Intuitive Experience with JEEP
LENS
Immersive AR Display
Water Harvesting + Beanalyzer
Raizes’ Water Harvesting system captures and filters rainwater, storing it for future use. This promotes sustainability, turning rainwater into a portable and clean resource for various needs, including brewing coffee.
The Beanalyzer allows users to handpick coffee beans directly from the farm, offering a personalized coffee brewing experience. As the machine brews the beans, it analyzes their flavor profile, origin, and quality, ensuring that users get the most out of every cup.
Tri-Mode Mobility System
Ensures the vehicle can adapt to different terrains and environments. Whether on narrow farm paths or urban streets, this system offers the flexibility and functionality required to navigate diverse settings efficiently.
Cabin Rotation: The Cabin Rotation system allows users to rotate the cabin, optimizing maneuverability in tight spaces, whether in challenging farm landscapes or urban environments.
Autonomous Mode: In autonomous mode, the Jeep navigates itself, freeing users to focus on farming tasks or other activities while the vehicle drives to its destination, making long trips and farm management more efficient.
Command Center: The Command Center serves as a multi-functional hub, featuring a Farm Monitoring Station for real-time data, a Collaboration Space for team coordination, and a Lounge Area for relaxation and respite from the demanding work environment.
🧑💻 Command Center
The Command Center is the heart of the Raizes concept. With a Farm Monitoring Station, real-time data analytics, and a collaborative work environment, it provides a space for users to manage farm operations efficiently. Additionally, the Lounge Area offers a place for relaxation and rejuvenation after a long day of work.
📍 Target Region
Key Industry: Coffee Production
Significance: Largest coffee producer globally, with a thriving coffee entrepreneurship hub and challenging rural landscapes.
BRAZIL
Minas Gerais
Brazilian Coffee Origin
Largest coffee-producing states in Brazil. It lies in the southeastern part of the country, within a mountainous region that offers ideal conditions for growing coffee.
👁️ 2050 Vision
HERITAGE
CONCENTRIC
SENSORY
Heritage
The Raizes concept emphasizes Jeep's deep connection to its roots, particularly highlighting Brazil’s rich coffee farming heritage. This vision intertwines tradition with innovation, celebrating the past while looking to the future.
Concentric Design
Circular design elements, both in the vehicle and architecture, symbolize unity, focus, and harmony, representing how Raizes functions as a multifunctional, adaptive solution.
Sensory Connection
The sensory design approach invites users to experience coffee farming beyond the traditional sense. Through immersive touch controls, we connect users to the sensory qualities of coffee—such as smell and taste—by designing interactions that reflect these tactile and sensory experiences.
A curated selection of visual inspirations, textures, and color schemes reflecting the organic, sustainable, and high-tech ethos of the Raizes concept.
The primary persona for this concept is the Coffee Entrepreneur who values sustainability, efficiency, and innovation in their daily farming practices. This persona is characterized by their entrepreneurial spirit, connection to the land, and reliance on advanced technologies for business success.
João Mendes
AGE
30, Gen Alpha
CAREER
Coffee entrepreneur
LOCATION
Minas Gerais, Brazil
João aims to expand his family’s coffee legacy into a global business by integrating advanced technologies that streamline farm operations while honoring his roots. He seeks sustainable, efficient, and scalable solutions that preserve authenticity, foster industry connections, and leverage technology to drive collaboration and competitiveness in the global market.
NEEDS
Expand business with heritage preservation
Seamless integration of technologies
Remote farm management
Improving yield and reduce environmental impact
Community engagement and testing new products
FRUSTRATION
Managing water scarcity
Effective resource allocation
Remote operation limitation
Technology fragmentation
A visual narrative (story-board) showcasing how users interact with the Jeep Raizes, from farm management to traveling across diverse terrains and enjoying the immersive features integrated into the vehicle.
A comprehensive style guide outlining design principles, typography, color palettes, and visual elements that ensure consistency and cohesion throughout the Raizes concept.
This project culminated in a presentation to Jeep our stakeholders, where we showcased our vision for the future of Jeep in agriculture and sustainable living. The feedback received was invaluable in refining our approach and ensuring the concept aligned with both business goals and user needs.
This project reinforced the importance of interdisciplinary collaboration, as I worked closely with architects and industrial designers to bring the Raizes concept to life. I gained experience in integrating sustainable design elements, like rainwater harvesting and eco-friendly materials, into a futuristic vehicle. I also deepened my understanding of incorporating cutting-edge technologies, such as autonomous driving and AR interfaces, to enhance user experience and efficiency. The hands-on design process allowed me to refine features based on real-world feedback, ensuring the concept was not only innovative but practical and user-centered. Through the Jeep Raizes project, I leveraged my skill of clear client communication, managing project progress, and adjusting designs to align with both business goals and user expectations—skills I continue to apply in my design career
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