Kēē (BFA Automotive)
A concept that makes a complex automotive ecosystem feel simple, connected, and personal.
Kēē is a connected vehicle experience that brings together drivers, vehicles, and everyday services into one system.
Instead of treating the car as an isolated product, Kēē connects it to people’s lives—calendars, family members, preferences, and real-world context—to create experiences that feel proactive and seamless.
This project was developed at Launch (NTT DATA) as a way to explore how design can simplify complex automotive ecosystems and make them easier to understand, use, and communicate.
My Role
Core designer across UX, prototyping, and storytelling.
My focus was turning a complex, system-level idea into something people could actually see and understand.
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Designed UX/UI concepts across key scenarios
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Built prototypes and a concept video to communicate the vision
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Created storyboards to shape the narrative
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Designed visual elements, including the Kēē app identity
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Collaborated with product and strategy to define use cases
A big part of my role was making sure the idea didn’t stay abstract—people needed to feel how it works.
The Challenge
The automotive experience is fragmented.
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Vehicles, apps, and services don’t connect well
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Data exists, but it’s hard to use meaningfully
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Features are often hidden, overwhelming, or underutilized
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Stakeholders struggle to see how everything fits together
This makes it difficult to design cohesive experiences—and even harder to explain them.
The Approach
Instead of designing isolated features, we focused on the system as a whole
We asked:
What if the car understood context—and acted on it?
To explore this, we:
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Mapped how data moves across the ecosystem
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Connected driver, vehicle, and external services
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Designed around real-life scenarios instead of features
This shifted the work from “what the product does” to “how it fits into everyday life.”
The Solution
Kēē is a concept built around context-aware, connected experiences.
Instead of one interface, it works across:
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The vehicle (HMI)
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Mobile app
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Connected services (calendar, home, family, etc.)
The system anticipates needs, coordinates actions, and reduces friction across moments.
The Impact
It turned an abstract ecosystem into something people could see, understand, and align around.
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Featured at NTT DATA Sales Kick-Off
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Used as a flagship example of design-led thinking
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Helped teams communicate complex systems through real, relatable experiences
