CONTEXT FIRST
Use the journey, surrounding environment, and shared situation to make social interaction feel relevant rather than added on.
CONFIDENTIAL INDUSTRY PROJECT · BMW GROUP
- ROLE
- Interaction Designer · UI/UX
- CLIENT
- BMW Group
- TIME
- June — August 2024
- SCOPE
- Concept · IA · Interaction flows · Prototype
OVERVIEW
A social experience concept for passengers in an L3 autonomous-driving context—exploring how mobility, place, and shared presence might create new ways of being together on the road.
A NOTE ON CONFIDENTIALITY
The work is real.
The details stay private.
This project was developed during an industry internship and remains subject to confidentiality restrictions. Interface designs, internal research, product strategy, technical documentation, prototypes, and performance outcomes are intentionally omitted. This page shares only a high-level account of my role, process, and transferable design thinking.
THE DESIGN QUESTION
How might an autonomous journey become a space for meaningful social presence?
As driving becomes less demanding for passengers, the vehicle can support new forms of attention, entertainment, and connection. The opportunity was not simply to place a social network inside a car, but to rethink social interaction through the specific context of mobility.
The challenge was to balance novelty with calmness, shared experience with personal control, and an ambitious concept with the constraints of an automotive product and a real-time 3D implementation pipeline.
DESIGNING THE EXPERIENCE
Connection should feel situated, calm, and intentional.
CALM BY DEFAULT
Keep the experience glanceable and passenger-centered, with clear hierarchy and deliberate moments of attention.
SOCIAL, NOT NOISY
Support connection and presence without reproducing the constant interruption patterns of a phone-based social feed.
DESIGNED TO SHIP
Translate the concept into coherent flows, reusable states, and implementation-ready behavior for a real-time 3D environment.
FROM CONCEPT TO HANDOFF
A collaborative loop between experience, product, and engineering.
FRAME
Clarified the passenger context, design constraints, and the role a social layer could play inside an L3 autonomous journey.
STRUCTURE
Designed the information architecture and interaction flows, connecting entry points, social presence, and shared moments.
PROTOTYPE
Built high-fidelity interactive prototypes to make timing, transitions, and system responses tangible for the wider team.
ITERATE
Refined the experience through product feedback, usability evaluation, and ongoing alignment with technical constraints.
WHAT I CARRY FORWARD
“In mobility, interaction design is not only about a screen—it is about attention, context, movement, and the people sharing the journey.”
Systems thinking
Designed flows as part of a larger spatial and technical ecosystem.
Cross-functional craft
Made interaction intent legible across product, design, and engineering.
Responsible storytelling
Communicated the value of confidential work without exposing protected details.