Type
Software
Skillset
Embedded Files
Self-driven Project
Autodesk Alias, Autodesk VRED, Adobe Photoshop
Research, Design, CAD, CMF, Form Development, & Visualisation
Market Research & Benchmarking
Modern vehicles are rapidly transitioning to keyless entry and digital access systems, yet a physical key fob still plays a symbolic and functional role as the user’s first point of interaction with the vehicle and the brand. There is a desire for a ritualistic experience starting the vehicle should feel intentional and premium.
Tesla: Card-based and phone key, physical key fob optional minimal form but lacks tactile identity. BMW & Audi: Luxury fobs with screens and weighty, jewelry-like designs. Volvo: Fabric-wrapped minimal fobs, focused on sustainability. Genesis: Crystal-like key with high aesthetic focus.
TATA Fobs - Broad Use, Lower Premium
Uniform key fobs used across Nexon, Punch, Harrier, Safari functional but lacking distinctiveness. Tata’s recent shift from generic plastic fobs to premium, design-rich ones validates the importance of craftsmanship and brand resonance.
Pain Points
Lack of tactile feedback
Fumbling due to unclear orientation
Difficulty in using flat or slippery key surfaces
Lack of visual/emotional connection with the brand
Key Takeaways
Users prefer a distinct “grip feel” for recognition in pockets/bags.
There is a desire for a ritualistic experience starting the vehicle should feel intentional and premium.
Touch vs. tactile: Users liked the idea of touch buttons, but wanted some physical boundary cues to avoid mis-presses.
Ideation + Form Development
The fob form needed to be unique and reflect the brand. Inspired by the refined, modern TATA logo seen in the AVINYA lineup, the form was ideated accordingly. As design head Martin Uhlarik stated, AVINYA is a distinct brand positioned between TATA Motors and JLR, demanding a premium design that reflects luxury and user status. The form was 3D printed to evaluate and refine its dimensions.
Ergonomics
Technical Detailings
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