I led design for a 10-day concept pitch for BMW, reimagining how AI could shape iDrive X & PHUD interaction to create ultimate driving pleasure.
Sicong Wu — Automotive HMI designer
Experience designer, storyteller, and strategist specializing in automotive HMI and intelligent cockpit. Dive deep into system-level HMI experiences and explore how AI is reshaping the relationship between people and future mobility. Currently leading mass-production HMI projects for AUDI.
I drove a year-long Amazon Smart Vehicle project, from basic infotainment apps to a system-wide OS, spanning concept exploration to production rollout.
I am leading a cross-functional design team for the AUDI Purple project, working on production HMI for E7X and E5 Sportback.
I managed the design team to deliver the production ID. Smart Surface UX design, coordinating internal resources and external communication.
A concept project I participated in, exploring future in-cabin interaction via adaptive CMF, extending the experience beyond screens and fixed buttons.
A concept pitch I participated in, defining new information architecture and gesture control innovation in a wide-screen L4 cockpit.
Beyond the Design Desk
Outside my daily design work, I have also taken part in business-facing and industry exchange activities.
In 2024, I represented my current company at Audi Tech Day, sharing our insights and selected design cases with Audi AG’s CEO and senior Audi leadership from both Germany and China.
