BMW Neue Klasse

Led UX for core in-car applications (Audio, Camera, Media) within the BMW OS X ecosystem at BMW Group.
Defined and drove interaction concepts for current and upcoming infotainment displays while also coordinating interactions with MYBMW App products. Ensured seamless data transfer and consistent user experience across devices, balancing user needs, driving context, and technical constraints.


Job Senior HMI Concept Lead

Client BMW Group

Market Global Automotive (B2C)

Disclaimer

Due to strict NDAs within the automotive sector, projects are presented in a neutralized format to protect the BMW Group’s proprietary strategies and intellectual property, focusing primarily on methodology and conceptual process management.

Role

As a Senior UX Concept Lead, I operate at the intersection of strategy, user‑centred design, and cross‑functional execution. I am accountable for defining and evolving interaction logic across mission‑critical domains of the BMW OS X architecture. From immersive audio experiences and advanced camera integrations to dynamic weather contexts and media ecosystems.

My responsibilities include:

  • Strategic interaction leadership for key functional domains (Audio, Camera Systems, Media, Weather, Entertainment).

  • Conceptual ownership of multimodal journeys that reconcile user needs, driving context and system performance.

  • Ergonomic validation of tactile and digital interface touchpoints, including physical audio hardware.

  • Alignment with long‑term product vision (e.g., Vision 2030), ensuring design decisions support future‑proof and scalable HMI frameworks.

Impact
Areas

Approach
& Vision

Audio Experience
Developed a holistic and intuitive sound architecture that aligns user control expectations with premium acoustic behaviours, enhancing usability across the vehicle ecosystem.

Camera UX Strategy
Led the UX strategy for advanced camera systems by unifying interior and drive recorder workflows into a cohesive, high‑reliability interaction model.

Contextual Weather Integration
Integrated real‑time environmental data into the HMI in a way that enriches driver safety and cabin comfort without cognitive overload.

Media & Entertainment
Orchestrated the conceptual architecture for native and third‑party media apps, optimizing consistent cross‑domain play‑back logic, and streamlined multimedia experiences.

Playful UX Innovation
Pioneered a playful, deeply integrated mini‑game experience for rear‑seat passengers, balancing performance constraints with delight and engagement.

I design with a strategic mindset and human‑centred sensibility, grounding every interaction in real user needs, technical feasibility, and future product ambitions. My design philosophy emphasises ecosystem coherence, scalable patterns, and measurable outcomes that elevate both user satisfaction and system excellence.

Strategic Impact

As Senior UX Concept Lead for BMW OS X, I am responsible for defining and evolving the UX strategy across complex, multi-display in-vehicle systems. My role combines hands-on interaction design with cross-functional leadership and strategic decision-making, shaping experiences that are consistent, scalable, and aligned with BMW’s brand and safety standards.

Current Focus & Ongoing Contributions

  • Leading the interaction design strategy across Audio, Media, Camera, and In-Car Entertainment domains, while continuously refining cross-domain UX principles.

  • Collaborating with product management, engineering, and HMI research to ensure design decisions remain aligned with both technical feasibility and long-term product vision.

  • Developing scalable interaction guidelines and frameworks that evolve with BMW OS X, supporting future vehicle generations and multi-modal interfaces.

Driving Measurable Impact

  • Continuously optimizing interaction flows to reduce cognitive load and improve usability across multi-display scenarios.

  • Integrating context-aware and adaptive interface elements that respond dynamically to environmental conditions and user behavior.

  • Establishing frameworks for UX evaluation and iteration, enabling data-driven improvements and measurable outcomes.

Drive Recorder

Audio

Interior Camera

Weather App