Detroit Auto Show

Project Type:

UX/UI Design

Software Used:

Project Brief:

With hundreds of vehicles spread across the Huntington Showplace and other events happening at the same time, visitors to the Detroit Auto Show can easily feel overwhelmed. This project explores how design can help Detroit Auto Show attendees better navigate the space.

Project Solution:

Designed an event app that brings the whole visitor experience onto one platform. Through the app, users can purchase tickets with customizable add-ons, explore vehicle displays, save favorites, all while navigate the show floor using an interactive map.

What is the Detroit Auto Show?

The Detroit Auto Show, officially known as NAIAS, is one of the world's most well-known automotive events, drawing nearly 700,000 attendees each year to Huntington Place in Detroit. Spanning two weeks, the show features hundreds of vehicles, immersive experiences, and ticketed events. It’s a staple for car enthusiasts and a point of pride for the city of Detroit.

Lincoln Webb | Age: 42
Senior Software Engineer
Lives in Detroit, MI

Target Audience

Car enthusiasts and general attendees ages 25 - 50 who are interested in automobiles, automotive technology, and interactive experiences. These individuals are comfortable using mobile apps and want convenient ways to explore vehicles, discover events, and purchase Detroit Auto Show tickets.

Lincoln's Goals

Find the specific cars he's interested in without wasting time looking on the floor.
Locate the electric vehicle section to view new models as inspiration for his work.
See both the Modded Detroit section and The Gallery in a single visit.

Lincoln's Pain Points

The show floor is massive, and he always loses time wandering between sections.
Doesn't want to read a paper map or stand around looking lost.
Wants to know what's happening that specific day before he even walks in.

For the visual identity, I incorporated the Detroit Auto Show’s existing branding into the mobile app, since it's a recognizable brand for its Detroit audience and helps maintain brand consistency. I focused on translating its identity into a cohesive digital experience through the Presicav and Manrope typefaces, color, layout, and navigation, while prioritizing usability and accessibility.

Brand and Visual Identity

Task 1: The Catalogue

The first thing users see when they open the app is the catalogue. Inspired by Pinterest, it displays every vehicle at the Detroit Auto Show in a scrollable grid that users can view before or during the event. Tapping an image or video opens the vehicle’s detail page, where users can read a description, find its booth location, favourite it, or browse similar vehicles.

A filter system at the top lets users narrow results by vehicle category, so someone looking specifically for supercars or electric vehicles can get there without scrolling through the entire lineup.

A pin icon sits in the bottom right corner of every image/video. Tapping it saves the vehicle to the user’s Favourites tab, creating a personal shortlist they can reference throughout their visit without searching for the same car twice. The catalogue ultimately gives attendees a clear idea of what’s on the floor and a direct path to get there.

Task 2: Your Visit

The second task allows users to purchase tickets directly through the app. Rather than buying tickets individually, an add-on feature lets users add extra ticket types and parking passes in a single transaction, handling everything at once.

The "Your Visit" tab supports this by displaying available parking options alongside a map, giving users a visual reference of where parking is located before they arrive. After purchase, users can add their tickets to Apple Wallet or have them emailed directly, making it easy to pull up at the venue without physical tickets.

Task 3: Events

The Detroit Auto Show offers a wide variety of events and experiences for attendees. With so much happening at once, the app keeps a running list of every event so nothing gets overlooked. Users can tap the "Learn More" CTA on any event to view a description and decide whether it interests them.

The detail page also clarifies that many events include general admission, so no separate ticket is required. A CTA directs users to the appropriate ticket page if one is needed. For events like the Detroit Auto Show 5K that require a separate sign-up, a dedicated CTA redirects users to the registration page on the official Auto Show website.