An HMI stays in the market for years, so the decisions made today shape the driving experience long after launch. The new platform had to work for a mass-market Toyota as well as a premium Lexus, for drivers in Europe, North America and beyond, and meet different regional regulations and safety standards, all without distracting the driver from the road.

On top of that, the system had to feel familiar to drivers who bring their own services into the car, with seamless integrations such as Spotify, Apple CarPlay and Android Auto.

One foundation: the Toyota RAV4 (2026). The RAV4 is the launch vehicle of the new infotainment system. Our main focus was the foundational design system and the high-fidelity interactive prototypes that power the experience across markets. We also designed and refined the home screen, settings, charging flows and broader interface patterns, worked on third-party integrations such as Spotify, and aligned the platform with Apple CarPlay and Android Auto. Throughout, we were closely involved in research and compliance, making sure the system met European regulations and standards.

A distinctly Lexus experience: the Lexus ES (2026). In parallel, we translated the same shared architecture into an experience that is unmistakably Lexus, for a premium audience with high expectations around refinement, clarity and craftsmanship. We shaped the Lexus-specific UX and visual language, interaction patterns and motion behaviour, and built a dedicated design system layer on top of the core platform. Within the constraints of a shared global platform, we balanced brand differentiation, regulatory requirements and technical limitations.

Looking ahead: Black Butterfly. Beyond production, we contributed to concept work for Lexus, including Black Butterfly: a next-generation cockpit vision by Lexus and Toyota, showcased at Milan Design Week 2026. This dual-interface control concept for future software-defined vehicles combines advanced interaction with a human-centred design philosophy.

We worked on early UX ideation, interaction concepts and experiential explorations of how a high-end cockpit can feel intuitive, expressive and emotionally resonant, together with cross-functional design teams.

Testing behaviour, not screens. We used ProtoPie as a simulation layer to explore and validate cockpit interactions beyond static designs: motion, responsiveness and system feedback. In the simulator room, user tests reflected real driving scenarios, leading to better-informed decisions about interaction timing, hierarchy and driver focus. The simulator even welcomed King Philippe of Belgium, who came to see how real-life driving scenarios are tested.

Prototyping on a global scale. We supported prototyping with teams in Europe, North America and Australia, designing and validating concepts that scale across regions while respecting local driving contexts, regulations and user expectations. For complex, safety-critical situations, interactive and simulation-driven prototypes let teams experience timing, feedback and driver attention in realistic conditions. That shifted conversations from opinions to tangible, testable driving behaviour. Along the way, we kept introducing new tools, workflows and testing approaches.

Workshops and alignment. We led and supported design thinking workshops with cross-functional teams and leadership, to explore future concepts, align on problem definitions and generate ideas for both the next generation and the current line-up. Combining facilitation with rapid prototyping, we turned complex challenges into clear frameworks and tangible designs. Working closely with designers, researchers, product owners and developers, we acted as a connector between disciplines, aligning user needs, technical constraints and strategic goals.

The new infotainment platform is on the road, starting with the 2026 Toyota RAV4 and the 2026 Lexus ES. One shared foundation, built on a scalable design system, now serves both a mass-market and a premium brand across regions, and meets European regulations and standards. Because decisions were tested in realistic driving conditions rather than debated on static screens, the result is an experience that is intuitive and safe, and built to last for years in the market.

With concept work such as Black Butterfly, we also helped explore what the digital cockpit and in-vehicle services of the future could look like.

Images of the Toyota RAV4, the Lexus ES and the Lexus concept: courtesy of Toyota Motor Corporation. Images of King Philippe’s visit: RTBF.