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Design at Cruise

We’re a team of researchers and designers creating a self-driving transportation service for the people and cities we love.

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Values we
design by

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Charismatic in styleOur connections are formed and strengthened through engaging and compelling expression.

UpliftingDesign should feel elevated in its form, mood and expression.

SculptedOur design system should feel as if it was shaped from a built environment.

OpenShapes, experiences and systems should feel inclusive and expansive in their reach.

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The design team

Our aspirations are rooted in a dissatisfaction with the status quo. We work to challenge a norm that wastes billions of human hours spent driving, generates widespread pollution, and causes traffic injuries and death. What if we could change this?

Cruise office
Alan Ni/Alex Gerrese/Alex Ivey/Allen Bevans/Amanda Poray/Andrew Aquino/Andy Welfle/Angela Gorden/Anisha Jain/Arianna McClain/Ashley Sams/Ben Ashman/Bobby Morgan/Brian Wong/Bridget Collins/Cameron Searcy/Cindy Yepez-Block/David Blackburn/Domingo Robledo/Gabe Contreras/Hannah Mazonson/Henry Goldberg/Henry Pan/Ivy Lam/J.T. Trollman/Jen Ji/Jenn Lee/Jennifer McKnew/Jeremy Juel/Joan Li/Joey Amerison/John Barretto/Jonah Houston/Josh Newby/JP Zundel/Justin Stahl/Kendal Sparks/Kenji Droullard/Kevin Bomberry/Lauren Argo/Leah Meyerholtz/Leslie Jenkins Wax/Liana Kong/Lisa Nash/Livia Johanna/Madi Kern/Marie Ledger/Melody Gu/Nikhil Dua/Noa Gillis/Olivia Bence/Omeed Chandra/Rachel Lee/Rob Farrow/Roger Oddone/Roman Staroushnik/Roxy Aliaga/Sabrina Billinghurst/Sandy Shee/Sara Maier/Sarah Lin/Shirley Wong/Siavash Jafari Jozani/Silas Reeves/Spencer James/Steve Selzer/Swarnakshi Kapil/Tim Meador/Tyler Carpenter/Tyree Worthy/Victor Brunetti
Alan Ni/Alex Gerrese/Alex Ivey/Allen Bevans/Amanda Poray/Andrew Aquino/Andy Welfle/Angela Gorden/Anisha Jain/Arianna McClain/Ashley Sams/Ben Ashman/Bobby Morgan/Brian Wong/Bridget Collins/Cameron Searcy/Cindy Yepez-Block/David Blackburn/Domingo Robledo/Gabe Contreras/Hannah Mazonson/Henry Goldberg/Henry Pan/Ivy Lam/J.T. Trollman/Jen Ji/Jenn Lee/Jennifer McKnew/Jeremy Juel/Joan Li/Joey Amerison/John Barretto/Jonah Houston/Josh Newby/JP Zundel/Justin Stahl/Kendal Sparks/Kenji Droullard/Kevin Bomberry/Lauren Argo/Leah Meyerholtz/Leslie Jenkins Wax/Liana Kong/Lisa Nash/Livia Johanna/Madi Kern/Marie Ledger/Melody Gu/Nikhil Dua/Noa Gillis/Olivia Bence/Omeed Chandra/Rachel Lee/Rob Farrow/Roger Oddone/Roman Staroushnik/Roxy Aliaga/Sabrina Billinghurst/Sandy Shee/Sara Maier/Sarah Lin/Shirley Wong/Siavash Jafari Jozani/Silas Reeves/Spencer James/Steve Selzer/Swarnakshi Kapil/Tim Meador/Tyler Carpenter/Tyree Worthy/Victor Brunetti
Alan Ni
Research

Research & insights

We work closely with designers and other cross-functional teams to provide insights that will lay the foundation for an AV ride-sharing experience. We conduct generative research to explore new opportunities, test concepts as they are being developed, and evaluate products once they’ve rolled out. Our goal is to elevate the user experience for all internal stakeholders who use our internal tools and our future riders.

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Product design
Product design
We work closely with the product design team to test and evaluate new concepts, utilizing the autonomous vehicle platform.
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Engineering
Engineering
To accelerate our progress in vehicle safety and intelligence, we conduct research with our engineering teams to improve the tools that they use to teach and manage our AVs.

Product design

Designing new ride hail and delivery platforms: from the tools that train our all-electric fleet to the vehicle interiors of tomorrow. Our success is measured by the quality of the tools we design, and the safe + successful launch of differentiated ride hail and delivery experiences that do as much good for the world as they do for individuals.

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Consumer
We aspire to design smart, empathetic, safe fully self-driving ride hail and delivery services. With factory-built AVs, our platform is able unlock new opportunities in personalization and safety.
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Ride hail mobile app
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AV Tools
We build tools to help our teams solve technical and operational problems that nobody has solved before. These tools help our engineers and operations teams train, maintain, and operate our fleet of autonomous vehicles.
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Cartographer

Brand design

Our imperative is to develop an expressive identity that communicates our values and our vision of a future with self-driving vehicles. The quickly maturing nature of self-driving technology gives us the chance to create industry-wide standards and inform people’s relationship with new technology.

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Visual ID
Visual ID
Brand design is responsible for ensuring how we look, sound, and feel when you interact with Cruise constantly reinforces our brand fundamentals. We make sure our executions are informed with guidelines, tools, and templates.
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In-product brand
In-product brand
With an expanding collection of products and tools, the brand design team looks for opportunities to implement thoughtful structures, and to create brand moments that leave a lasting impression.
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Our stories