2024
Lynk&Co
interaction
A Cool Family Car
THE PROJECT
CONTEXT
Lynk & Co sought to challenge conventional automotive design by redefining the family car as an extension of its users’ identity and lifestyle. Rather than starting with aesthetics, the project aimed to explore how real behaviors shape the vehicle experience, from interior logic to interaction.
ROLE
Granstudio acted as a UX-driven design collaborator, introducing phygital workflows and immersive validation tools to help the Lynk & Co team explore, feel, and refine concepts early in the process.
THE SHIFT
The brief was not about selecting a styling direction for a family vehicle.
It was about designing the experience. Through immersive workshops in DigiPHY, we explored nine concepts before converging on two leading directions. The project shifted from a form-centric process to a behavior-first, where ergonomics and interaction guided decisions before exterior expression.
APPROACH
SENSE
We placed context and human behavior at the core, investigating family dynamics, routines, and emotional triggers rather than automotive conventions.
SHAPE
Using DigiPHY as a phygital canvas, the team navigated multiple experience directions in real time, switching between interior layouts and interaction scenarios with immediate sensory feedback.
MAKE
This immersive process aligned multidisciplinary perspectives faster, embedding user experience validation early and enabling the team to iterate with clarity and confidence.
"We immediately understood digiphy potential, but when we used it, a whole new world opened up to us.”
OUTCOME
“DESIGNED FROM THE INSIDE OUT.”
The Cool Family Car concept became a vehicle defined by inside-out logic, where spatial experience and interaction led the design narrative.
WHAT CHANGED
The collaboration reframed how design decisions were made.
Experiential validation came before formal commitment, reducing ambiguity and accelerating alignment across disciplines. More broadly, it demonstrated how phygital workflows can transform automotive development from validating form to shaping experience.
