Enhancing Audi’s In-Car UX: Rear-Seat Personalization
Overview
Role
In summer 2025, I interned at Audi's HMI team as a UX designer. I focused on gesture-based interactions and the settings interface of the rear-seat entertainment system, aiming to create intuitive, seamless user flows. Collaborating closely with designers and engineers, I contributed to research, prototyping, and interaction design that enhanced usability and aligned with Audi’s vision for intelligent, human-centered HMI design.
Timeline
May 2025- Sep 2025
UX Researcher, UX Designer
Contribution
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Designed intuitive in-air gesture interactions for in-car infotainment.
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Conducted competitive analysis of automotive HMI experiences.
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Collaborated with engineers and PMs to prototype and refine interactions.
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Created wireframes and motion prototypes for multi-modal interactions.
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Reported design rationale to stakeholders in Germany.
BACKGROUND
The project focused on developing the in-car HMI experience for Audi’s new e-tron model targeted at the Asian market, where luxury users expect highly personalized, tech-driven interactions. With the rise of electric mobility, the e-tron series aims to redefine in-car comfort through multi-modal interaction, combining gesture, touch, and voice controls to create an intuitive, human-centered interface. The design effort emphasized cultural adaptability, seamless digital integration, and premium aesthetics consistent with Audi’s global brand identity.
Highlights
Solution 1: Designing In-air Gesture Control
I conducted a competitive analysis of in-air gesture systems across major automotive brands, including BMW, Mercedes-Benz, and NIO, to identify common interaction patterns and gaps in usability. Based on these findings, I helped define Audi’s gesture interaction logic and settings structure, outlining intuitive hand movements for core in-car functions such as media control and call management. This research informed the design direction for the Air Gesture Settings interface, ensuring consistency, simplicity, and seamless integration with Audi’s HMI ecosystem.
Highlights
Solution 2: Enhancing Rear-Seat Settings
For the settings redesign, I analyzed the existing information architecture of Audi’s rear-seat entertainment system to identify redundant paths and overly complex menu hierarchies. Working closely with the German HMI and product management teams, I aligned design priorities and ensured consistency with Audi’s design language. I then created wireframes and interactive prototypes to reorganize categories, simplify navigation, and reduce cognitive load for users.
Highlights
Solution 3: Designing AI-backed Voice Interactions
For this concept, I explored opportunities to enhance Audi’s in-car voice assistant by integrating proactive yet transparent AI behaviors. I analyzed existing interaction flows to identify moments where contextual suggestions could assist users without interrupting their sense of control. I organized both quantitative and qualitative research questions, then conducted a 20-question user survey to gather actionable insights on usability and preferences. After collecting data, I collaborated with the HMI design team to synthesize survey and interview results,
Takeaways
1. Designing Beyond Screens
Learned how HMI differs from traditional web/app design: gestures, physical environments, safety, and multi-sensory feedback must all be considered together.
2. Balancing Innovation with Responsibility
Discovered the importance of designing interactions that are not only creative but also safe, context-aware, and feasible in motion.
3. Adapting Design Mindset
Gained a deeper awareness of cognitive load, situational awareness, and the need to design for real-world constraints, not just ideal scenarios.
