Project Description

The Triumph Street Triple, with HMI by Conjure

A world-first fully digital HMI riding interface

Iconic British motorcycle manufacturer Triumph had launched their game-changing street fighter, the Street Triple in 2012. Keen to maintain its place at the front of its category, Triumph engaged Conjure to design a completely new biking interface from the ground up. This was to be the first of its kind, an all-digital cluster on a serial production run of next-generation motorbikes.

  • 2017 MCN Bike of the year
  • Best Bike Award, Autotrader
  • A world first, all-digital motorcycle cluster

Creating a revolutionary interface from the ground up


  • Create a UX that was fast to access, with minimum rider distraction
  • Design a UI that allowed a degree of customisation for the rider
  • Develop a series of rapid prototypes to aid in design throughout the programme

Key Stats

  • 16 fully adjustable features available to the rider
  • Rapid, sub one-second system boot time
  • Two individual themes with, each with three distinct layouts

The Challenge

From the outset sixteen individual functions we’re outlined for the new bike, such as suspension adjustment, trip odometers and screen height adjustment. Some of these features would be crucial when riding, others likely setup once and generally left alone. We also had to take into account that as this would be the first of a new kind of bike HMI, the first-use experience would have to immediately intuitive or risking alienating the rider from the very first use,

From a UI perspective, the pack housing the screen and system would be exposed to directly sunlit. To that end, we’d have to take immense care to ensure contrast and legibility were acceptable in all riding conditions.

Our Approach

As this HMI would be first-of-a-kind in the biking world, there was little to draw on in the way of competitive research. Because of this we planned and executed a series of rapid prototype phases, testing and challenging UX decisions in quickfire sprints. These low-fi prototypes were run on tablets, mimicking the size and contrast of the actual bike screen.

For Triumph customers new to an all-digital interface, we wanted to give them the option to tailor elements of the UX to their needs. To that end, we included three types of data layout, along with two individual themes allowing them to select a look and feel that was right for them.

The Team

Development duties for this programme would be handled by a Tier 1 supplier, so we assembled a design sprint team purely focused on the usability and the visual interface. Theme direction was set by our design director with a lead HMI designer creating mood boards and themes that were shared and iterated alongside the Triumph working team.

Members of our development team joined the UX designers to aid in the creation of the tablet prototypes. Using plugged in hardware directional pads we simulated the bike switch cube, giving an accurate feel for how the finished product would function.

The launch of the all-new Street Triple along with its full digital cluster made waves in the biking world and set the standard for next-generation bike HMIs. With a plethora of features available at the touch of a button the HMI received rave reviews from both riders and the biking press alike and laid the foundations for the award-winning Scrambler 1200 HMI that would follow.

Finally, from a design standpoint, the rapid prototyping techniques pioneered by Conjure throughout the programme still remain a cornerstone of our HMI programmes, for bikes, cars and beyond.

Conjure’s proven design process has been invaluable in guiding Triumph to a market-leading HMI system.
James Wood, Senior Product Planner, Triumph Motorcycles