Lexus Now: Reinventing the Car Owner's Manual

CompanySmall World Social
Lead Designer
ClientGary Reverol
Project LinkView
Prize(s)Honorable Mention
Entry Description

New cars have many sophisticated features to master,
leaving drivers struggling to understand and adopt these

The traditional car owner’s manual is cumbersome to use
with its one-size fits all approach covering every feature,
and are mainly text, making it difficult for people to
comprehend what to do in a quick glance.

Drivers are now turning to their mobile phones to search
for how-to help on online forums and YouTube videos.
However, this information is not always correct, up-to-
date, optimized for mobile phones, or model specific.

Lexus has reinvented these manuals by developing
personalized how-to guides that match an owner’s car
year, model, color, and features.

By using a user-friendly app called Lexus Now, drivers
will gain access to personalized how-to guides.

Using animated GIFs, interactive media, and video, the
guides help the basic to most advanced technology users
learn how to use their vehicle's technology.


Small World Social solves problems with technology by helping to transfer knowledge, most often in complex and tacit areas of science, health and medicine. We work at the edge of a new field in computer science called contextual computing which enables responsive design experiences based on an individuals preferences, devices, physical locations and behavior - bridging the gap between face-to-face and current online approaches.

Transferring knowledge is no longer limited to a one-way push, now it can be highly personalized with the user and the computing system continually evolving, learning and customizing experiences to be relevant and meaningful.

With offices in the US, Germany and Australia, Small World Social works with international Fortune 500 clients in several geographic markets. With an young team of technologist and innovators with diverse backgrounds who are most inspired when the problem is complex, compliance mandated or requiring behavioral change.

Combining outstanding design with story telling and technology enables us to utilize the latest in wearable devices and proximity technologies to provide unique content experiences.