Design Apple’s self-driving electric vehicle

Context

Due to the confidential nature of Apple’s unreleased work, there are limits to what I can share, and the imagery shown does not reflect the actual designs. But I wanted to include this project because it demonstrates my ability operate under extreme confidentiality while designing entirely new user experiences.

As part of Apple’s Project Titan, I led the experience design for Apple’s autonomous, all-electric vehicle, defining how people interact with a self-driving system from the ground up. The work focused on trust, clarity, control, and the balance between human intent and machine autonomy, at a time when there were no established patterns or industry precedents.

While some of these challenges may feel more familiar today, the team was operating well ahead of where the market ultimately landed. Working on a new category inside Apple, under strict confidentiality and a very high quality bar, was one of the most formative experiences of my career and speaks to my ability to lead teams through ambiguity, constraint, and long-term vision.

Role

• UX Design Manager

• Built a team of designers responsible for creating and building key user experiences

• Collaborated with other Project Titan teams across hardware, software, engineering, and visualization

Timeframe
April 2015 - Jan 2017