Designing the new adventure - Yamaha XSR155, R&D
Role
Automotive Styling Design
Visual Design
Team
Styling Designers
Product Planing Team
Engineer Teams
Tools
Figma, XD, Photoshop, Illustrator, After Effect, Blender
Duration
2017-2021
Yamaha Motor is a Japanese multinational corporation and one of the world's largest motorcycle manufacturers, known for its innovative designs, cutting-edge technology, and high-performance engines.
Background
Yamaha wanted to develop new entry-level XSR to their XSR series that aimed at entry-level riders and urban commuting for South east Asia and European markets. The Yamaha XSR series is a lineup of retro-styled motorcycles produced by Yamaha Motor Company. Inspired by classic models from Yamaha's heritage, the XSR bikes blend vintage aesthetics with modern technology and performance.
My Role
As a Transportation styling designer at Yamaha, I worked collaboratively with design planning team, 3D modeler, and engineer teams. My responsibility was to design the headlight, tail light, and speedometer for the Yamaha XSR155, the newest model in the XSR family. I conducted to user interviews, ideation and the iteration design.
The Challenges
User & Market Research
To gain insights into users and the Southeast Asia market, I conducted comprehensive market research and interviewed individuals from overseas to understand their motorcycle usage in daily life. My team and I traveled to numerous countries in ASEAN to conduct user research and observe local markets firsthand.
In order to get the insight, my team and I went to local markets and events to interview the users gathering insights. I also interviewed competitors’ users to understand their lifestyle and how they thought about their current bike, dream bike and future plans on a new bike.
Design Creation
Sketch ideation
Quick sketches using Photoshop to generate ideas and explore design possibilities.
Rendering Sketch
During the development process, I collaborated with engineers to produce a functional prototype. High-fidelity sketches were created, and I fine-tuned the design and its components.
Prototype & Production
I worked closely with engineers and manufacturing teams to create a zero prototype, the final step before mass production.
Retro-Style
Wanderlust
Classic
XSR Speedometer Design
I played a key role in the detailed design and component development of the Speedometer for the XSR series. By incorporating new technology into the classic design of the XSR series, I ensured that the brand's high standards were maintained. Paying close attention to detail, I also added user-friendly features to enhance the overall experience.
Detail Design
I was responsible for designing detailed parts such as the footrest, meter cover, side cover, decorative elements, rear tail light, and more. I ensured each design reflected the signature traits of the XSR series while maintaining a unique identity.
Personal Challenge
XSR's legacy
The XSR brand is a well-known bike family. It was challenging to create a new, smaller 115 cc model while preserving its legacy.
Laws and regulations
Designing a monocycle for the ASEAN market is challenging, given that each country has its own set of laws and regulations that I had to learn and adhere to.
One Model but for different Markets
Conducting interviews with users from various countries is time-consuming. I encountered some language barriers since I couldn't speak the local language and had to rely on an interpreter.
Impact & Achievement
Developed 3 models out in the market
After 4 years at Yamaha, I've had the privilege of contributing to the successful launch of several bike models, including the XSR155, Aerox 155, and FreeGo 125. These models have garnered exceptional feedback and significantly boosted sales.
Leading design for concept models
I had not only contributed to production models but also led design research and development for multiple internal motorcycle concept models. These efforts had played a pivotal role in refining and gaining insights for the final production models.
In addition to this project, I also played a role in other projects, where I designed the exterior and interior of three production models: Aerox155, FreeGo125, and Moped115 concept.
