Designing the future of in-car digital experiences.

🔒 Work under NDA – happy to chat more in conversation. *All images shown are public marketing materials or press-released models.

CUPRA

Automotive / In-car UX / Innovation / HMI

ROLE

TYPE - PLATFORM

Product Designer

B2C - HMI (Human Machine Interface)

TIMELINE

2024 - 2025

SECTOR

COMPANY

OVERVIEW

As part of CUPRA’s design team at North Studio, I’ve had the chance to work on two parallel challenges:

🔮 Imagining what’s next.

🛠️ Refining what’s already on the road.

FUTURE CONCEPTS

In the early phases, I collaborated on the concept design for next-generation in-car screens.

The goal?

Reimagine how drivers and passengers interact with digital systems, not just for functionality, but for emotion, immersion, and brand expression.

Working in tight loops with product, engineering, and motion teams, we explored everything from screen layout and adaptive UI to novel interaction patterns and ambient modes that respond to context.

MARKET MODELS

In parallel, I’ve been contributing to the refinement of CUPRA’s current screen experiences, focusing on usability, accessibility, and visual polish across existing models.

This included:

✔️ Identifying pain points through heuristic reviews and internal testing.

✔️ Enhancing navigation flows and touch target hierarchy.

✔️ Aligning components with accessibility standards (e.g., color contrast, tap zones, readability).

✔️ Partnering with developers to ensure high-fidelity implementation.

TAKEAWAYS

Working on automotive UI is a deep dive into constraints, systems thinking, and edge cases.

It’s not just “designing for a screen,” it’s designing for movement, light, temperature, and driver attention.

I’ve grown as a designer by learning to anticipate real-world usage at a granular level, all while balancing brand, safety, and feasibility.

🔒 Due to NDA limitations, I can’t share unreleased work. All images shown are public marketing materials or press-released models.