INTERVIEW  Guang Yang, Diconium

Recently, I had an extensive conversation with Guang Yang, a leading UX designer at Diconium, a subsidiary of the Volkswagen Group IT, about the crucial battlegrounds of HMI and UX in the automotive industry. We discussed the implications of software-defined vehicles and autonomous driving, the future of luxury, the sensory experience of cars including various displays and voice assistants, the external expansion of interfaces, and regional customer differences. The final question was about his favorite car model he has seen so far, to which he responded, 'Who wouldn’t want to travel through time and see how consumer behavior and demands evolve over the years?' naming the 'DeLorean'.

written by Han _ han@autoelectronics.co.kr

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You are working in the field of HMI and UX design, a major battleground in the automotive industry, amid the transition to the electric and digital age, changing lifestyles, regional differences, and the rise of China and global competition. Previously, you have worked in a broad range of related fields, and you are well-versed in Germany, China, and Korea. Could you introduce yourself to AEM readers? 
Yang        My name is Guang Yang, and I’m originally from China. I began my career as an industrial designer, eventually transitioning into design research and digital product design. Over the years, I’ve had the opportunity to work with a range of companies, from global giants like Lenovo and Samsung to smaller firms such as Thalia, across various industries including digital, home appliances, e- commerce, retail, and media. I’m currently with Diconium, a subsidiary of Volkswagen Group IT, where our primary mission is to drive digital transformation for Volkswagen and other leading enterprises, particularly in the automotive and broader mobility sectors.


From a broad perspective, how are SDV(Software-Defined Vehicles) and autonomous driving technologies transforming everything from HMI and UX development to user experience? 
Yang        This is a great question. Software-Defined Vehicles (SDV) for me represent both a methodology guiding the R&D process of future cars and a vision for the vehicles and mobility experiences of tomorrow. 

As a methodology, SDVs shift the focus from hardware-centric development to a software-first approach. This allows for more flexible, scalable, and iterative development cycles. Car manufacturers can now decouple hardware and software, enabling continuous software updates and upgrades throughout a vehicle’s lifecycle. This fundamentally changes how cars are designed and developed, making the process more agile, adaptable, and responsive to emerging technologies and user needs.

Looking ahead, SDVs also embody a vision of the future vehicle and mobility experience. These vehicles will no longer be static products but evolving platforms that adapt to user preferences and the changing environment. With real-time data and AI-driven personalization, SDV-enabled cars will offer customized experiences that go beyond transportation, integrating seamlessly into users' digital lives. Whether through enhanced in-car entertainment, predictive maintenance, or personalized driving modes, SDVs will create a more connected, intuitive, and user-centric mobility journey. This vision opens up new possibilities for how we interact with vehicles, making mobility not just about getting from point A to point B but about enhancing the overall user experience.

This evolution is particularly evident in the realm of autonomous driving, where the focus shifts from traditional driving controls to providing passengers with engaging, intuitive interfaces that offer a seamless digital experience. The cockpit transforms into a multifunctional space for work, entertainment, and relaxation, pushing designers to think beyond conventional driving tasks. Advanced HMI systems now need to deliver multimodal interactions - whether through voice, touch, or gesture control - while ensuring that the system remains user-friendly and safe.

While we haven’t yet achieved a fully reliable level of high autonomy across the board, many transformative changes are already underway. Vehicles today are integrating more advanced driver assistance systems (ADAS), along with connected services and over-the-air updates that significantly enhance the user experience. Even as full autonomy remains on the horizon, the shift towards more digital and automated experiences is reshaping how users interact with their vehicles. This ongoing transition is making cars smarter, more personalized, and increasingly integrated into our digital lives, setting the stage for an exciting future in mobility.


Despite the increasing number of features, apps, and data available for use, utilization, and entertainment in cars today, I think the direction should be toward minimalism - removing everything except what is necessary, as Tesla has done or BMW has shown with the Neue Klasse. However, considering everything, this seems challenging to achieve. What are your thoughts on this?
Yang        That’s an insightful question. It’s worth considering whether “minimalism” should be the ultimate goal or if it suits all user groups and scenarios. While the idea of stripping down to only what is essential can simplify user interactions and reduce cognitive load, it may not necessarily address the diverse needs and preferences of all drivers or use cases.

Minimalism can certainly reduce distractions, as seen with Tesla and BMW’s Neue Klasse. However, it’s important to recognize that not all users or driving scenarios are the same. Some drivers may benefit from having more features, customization options, or more playful UIs, while others may prioritize a more streamlined experience. The challenge lies in finding a balance that accommodates different needs without compromising safety or functionality.

Rather than viewing minimalism as the sole objective, it might be more productive to see it as one path towards a safer and more effective driving experience. The goal should be to enhance safety and usability by incorporating essential features and information in a way that reduces distractions and simplifies interactions. This involves designing interfaces that are both intuitive and adaptable, allowing for a seamless integration of necessary features without overwhelming the driver.

It’s critical not to be biased and to remain open to new opinions and solutions. Listening to users and understanding their needs is paramount. By continuously seeking feedback and adapting to diverse user requirements, we can ensure that technology enhances the driving experience in a way that genuinely serves all users, rather than adhering strictly to one design philosophy.




Comparison of HMI UI styles between Tesla & Mini Cooper



Last year, a luxury car sales director in Korea posed the question, "What will luxury be in the future?" How would you answer this question?
Yang        The question of what luxury will be in the future is particularly relevant as the automotive industry evolves, especially with the increasing importance of digital experiences. Traditionally, luxury in cars has been defined by materials, craftsmanship, and performance. However, as vehicles become more software-driven, the concept of luxury is expanding into the digital realm, with a particular focus on areas like Human-Machine Interface (HMI) design.

In the future, luxury won’t just be about the physical aspects of a vehicle but will increasingly revolve around how seamlessly technology integrates into the user’s life. A luxurious digital experience will be defined by intuitive, effortless interaction with a vehicle’s systems, personalized features that anticipate user needs, and the ability to create an environment that feels both sophisticated and calming amidst advanced technology. It’s about offering a sense of exclusivity through tailored experiences, whether through AI, responsive interfaces, or a perfectly curated digital environment inside the car.

In my opinion, when it comes to digital car HMI design, the definition of luxury means delivering a convenient and exclusive experience. This is where simplicity meets sophistication. The interface should feel effortless yet powerful, with every feature serving the user’s needs while offering a sense of uniqueness. The ability to anticipate preferences, adjust to specific user demands, and create a personalized journey inside the vehicle will be key to defining luxury in this new era. As cars evolve into platforms that blend physical and digital worlds, luxury will be measured by how well these systems cater to convenience and exclusivity, enhancing the overall user experience.


I sometimes mention the movie "Perfect Sense" and discuss several technologies from the perspective of ‘five senses + alpha’ in terms of car branding, HMI, and UX. Regarding communication between cars and humans, which aspects or technologies related to the human senses are you focusing on currently and for the future?
Yang        In my view, visual perception is the most critical sensory channel for users to receive and process information - especially within the context of a car cockpit. Over 80% of the information we perceive comes through sight, and this makes the visual experience the cornerstone of how users interact with a vehicle’s systems.

Currently, I’m most focused on optimizing the visual aspect of HMI design. Whether it’s the dashboard, infotainment systems, or heads-up displays, clarity and simplicity are key. The goal is to ensure that the visual elements are not just aesthetically pleasing but also functionally effective, allowing users to quickly and intuitively access the information they need with minimal distraction. This focus on the visual realm includes everything from enhancing readability in different lighting conditions to creating interfaces that adapt to various driving scenarios.

Looking ahead, I believe that visual communication will continue to dominate. While other sensory inputs like touch or sound will complement the user experience, sight will remain the primary medium through which users interact with the car. Future innovations in augmented reality (AR) and heads-up displays, for example, will likely play a major role in enhancing the visual experience, providing more contextual, real-time information in a seamless and non-intrusive way.

In short, while it’s important to explore all sensory avenues, I think the visual component will always be the most crucial, and that’s where I’m focusing my efforts both now and in the future.




Car interior, left - AITO M9, right - BYD Seagull



There are significant regional differences in how people perceive life and cars. What are the major differences you perceive between people in Germany, China, and Korea, and between German, Chinese, and Korean cars?
Yang        That’s a fascinating question, and while there are distinct cultural in fiuences on how people in Germany, China, and Korea perceive life and cars, it’s important to note that we can’t generalize consumers from each country. Preferences are often shaped by demographic factors such as age, income, and exposure to digital products. With that in mind, there are still some broad trends that can be observed.

In Germany, there’s a strong emphasis on precision, engineering, and performance. German consumers, particularly those with higher incomes or a passion for driving, tend to prioritize quality, reliability, and driving dynamics. Cars are often seen as a symbol of engineering excellence, and this is reflected in the design and build of German cars, which focus on long-term durability, driving experience, and efficiency. However, younger generations are becoming more focused on sustainability and digital features, pushing traditional automakers to integrate new technology.

In China, consumer preferences are rapidly evolving, and much depends on factors like age and economic background. Younger, tech-savvy consumers are particularly interested in smart features, connectivity, and digital services within cars, while older generations may focus more on traditional luxury and brand status. There’s also a strong desire for cars to showcase modern technology and digital innovation, especially with the rising popularity of electric vehicles (EVs). Chinese consumers increasingly value digital integration, smart cockpits, and comfort, often prioritizing rear-seat features due to chauffeur-driven preferences among wealthier buyers.

As for Korean consumers, while I am not as familiar with the specifics of the Korean automotive market, from what I have been informed, there seems to be a strong focus on technology and design. Younger consumers in Korea are reportedly drawn to advanced tech features and stylish designs, while older generations may prioritize reliability and value for money. Korean automakers like Hyundai and Kia have a reputation for incorporating cutting-edge technology at competitive prices, balancing bold design with practical functionality. This approach seems to make Korean cars particularly appealing across various demographic groups and income levels.

The cars from each region reflect these diverse consumer preferences. German cars are known for precision and engineering quality, Chinese cars are pushing the envelope in digital innovation and EVs, and Korean cars offer a blend of tech innovation, style, and affordability. However, within each country, consumer needs are increasingly segmented, making it essential to remain adaptable and open to different preferences and expectations based on demographic factors.


Displays have become mainstream for some time now. Many displays and control elements are incorporated not just on the dashboard, but also on the passenger side and rear seats. From the perspective of car makers and consumers, what do you think aligns well, and what doesn’t?
Yang        That’s an interesting question, and it highlights a key aspect of the evolving in-car user experience. From the perspective of both car makers and consumers, displays have become an integral part of modern vehicles, offering a wide range of functionalities from infotainment to advanced driver assistance. While their mainstream adoption is largely seen as a positive development, there are areas where alignment works well and others where challenges remain.

On the positive side, car makers are responding to consumer demand for more connected, personalized, and high-tech experiences. Displays, particularly in premium segments, provide an interface for everything from navigation and media to climate control and safety features. For many consumers, especially younger, tech-savvy drivers, having multiple touchpoints for information and entertainment enhances convenience and comfort. Rear-seat displays also cater to families or passengers who may want to use the car as an extension of their digital lives, making long trips more enjoyable. In that sense, the alignment between what automakers are offering and what consumers expect is quite strong.

However, there are challenges. One major issue is that more displays and control elements can lead to an overwhelming experience, especially if they aren’t intuitive or well-integrated into the overall user journey. The increase in screen-based interfaces can also cause distraction while driving, which raises concerns about safety. Many consumers, particularly those who value simplicity, find the abundance of digital controls unnecessary or even intrusive, preferring traditional tactile buttons and knobs for certain essential functions like adjusting temperature or volume.

The key here is balance - car makers must not only focus on the technology but also deeply understand user needs as a whole and in different use scenarios. User needs are not just a checklist but the ultimate standard by which many feature requests should be evaluated. A well-designed system should enhance the driving experience without creating unnecessary complexity. Whether it’s through screens or traditional controls, the goal should be to make the driving experience safer, more intuitive, and aligned with how consumers naturally interact with the vehicle.


Many around me are highly interested in AR HUD. What is your view on the current and future state of AR HUD? What conditions need to be met for it to become a truly valuable technology?
Yang        AR HUD holds significant promise for transforming the driving experience by overlaying real-time information directly onto the driver’s view. As technology advances and costs decline, I believe AR HUD will become more capable, widely adopted, and integrated into various vehicle segments, enabling users to perform tasks more efficiently and intuitively. 
However, several conditions must be met for AR HUD to reach its full potential.

First, accuracy and responsiveness are crucial. AR HUD systems need to provide precise, real-time information that aligns perfectly with the driver’s field of view. If navigation arrows or object highlights are misaligned or delayed, it can cause confusion or distraction, diminishing the value of the technology.

Second, seamless integration with other systems is essential. AR HUD must be fully connected with the car’s sensors, ADAS, and onboard computers. By pulling data from cameras, radar, and LiDAR, AR HUD can display reliable and contextually accurate information, making it a trusted tool for drivers.

Next, user-centered design is key to ensuring that AR HUD simplifies the driving experience without overwhelming the user. Designers must focus on displaying only relevant information, in a clear and intuitive manner, allowing drivers to stay informed without being distracted from the road.

Finally, affordability and scalability will be important for AR HUD to move beyond luxury vehicles and become mainstream. Automakers need to drive down production costs while maintaining high safety and reliability standards, making AR HUD accessible to a broader market.

In the foreseeable future, as these conditions are met, AR HUD will become a much more valuable and widely distributed feature in vehicles, enhancing the overall user experience by enabling drivers to interact with their cars in smarter, safer, and more intuitive ways.


Recently, I learned from you that panoramic roofs have become a big trend, at least in China. What meaning and impact does this have on HMI and UX in cars?
Yang        Yes, over 70% of new cars sold in China in recent years are equipped with panoramic roofs, making it a major trend and, in many cases, a "must-have" feature for the Chinese automotive market. This shift reflects a change in consumer expectations and the perception of value. While practicality remains important, perceived value is even more crucial in China.

In my opinion, this trend highlights how the traditional concept of "just enough" is no longer sufficient. Chinese consumers expect more than just functional features; they seek elements that enhance their overall experience and reflect status, comfort, and a sense of luxury. A panoramic roof, for instance, not only provides a more spacious and open feel within the cabin but also contributes to the perceived value of the vehicle, creating a more premium user experience.

While the panoramic roof is more of a hardware or interior design feature that doesn’t directly influence HMI design, it does reflect broader consumer needs in China. Chinese consumers are willing to pay more for perceived value, viewing the vehicle as much more than a transportation tool - it also reveals social status and provides a sense of personal expression. This trend suggests that consumers in this market place a high emphasis on the emotional and symbolic aspects of owning a vehicle, which can, in turn, shape other design elements, including HMI and UX, to match these elevated expectations.




Panoramic sunroof, BYD SEAL, photo from byd.com



ChatGPT has already transitioned from a text-based interface to voice recognition. What is your experience with current voice assistants? Should they evolve into visual assistants? How will they connect with major changes like autonomous driving?
Yang        In recent years, natural language recognition has become quite common in voice assistants, even before the arrival of ChatGPT. However, we're now seeing a significant shift with many new EV OEMs integrating large language models, such as ChatGPT or their own branded versions, into their smart cockpit solutions. For example, NOMI from NIO is a notable case. This is an obvious trend, similar to how the latest iPhone also includes ChatGPT. The reason is clear - these large language models are far more powerful and versatile compared to traditional voice assistant solutions.

I believe we’re only at the beginning of this trend. We’ll see more OEMs incorporating these large language models into their systems, transforming the in-car experience by enhancing the capabilities of voice assistants. But it doesn't stop there. GenAI isn't just limited to improving voice assistants - it can solve many practical driving challenges, such as ADAS (Advanced Driver Assistance Systems), navigation, and even connect to autonomous driving. 

In summary, yes, GenAI is already being used in features beyond voice assistants, such as ADAS, NOA (Navigation On Autopilot), and more. In the future, I believe it will be an indispensable part of our mobility experience, ultimately playing a crucial role in the evolution of autonomous driving and smart vehicle technology.




Nomi GPT was released April 2024, photo from nio.com



It seems that automotive HMI and UX experiences are beginning to connect with things outside the car, such as smart keys, phones, chargers, smart homes, and Points of Interest (POI). How do you envision this potential?
Yang        I fully agree with this point, and we’re already beginning to see production cars moving in this direction. A prime example is Xiaomi Auto. Since Xiaomi originated in the smartphone and smart home sector, one of their key value propositions has been allowing users to control smart home devices remotely from inside the car, using voice assistants and voice commands. The Xiaomi SU7, for instance, creates a full-scenario ecosystem connecting the car, home, and user. This means it can remotely control devices in the Mi Home ecosystem, like the air conditioner, TV, and robot vacuum cleaner. It can also be controlled via Xiao AI at home, allowing users to open car windows for ventilation before heading out. Additionally, the smartphone seamlessly connects with the car system, extending phone functions to the car's interface, enabling users to watch short videos, use various apps, and attend online meetings. From an ecological technology perspective, the Xiaomi SU7 stands out from other sedans in its class. 

Other OEMs are following suit, using services like Alexa or Android Auto to offer similar functionality. So, we’re seeing this shift not just as a trend, but as something that’s truly happening. These cross- domain integrations enhance convenience and create a more cohesive user experience.

Looking forward, I believe we’ll see an even broader range of cross-border services connecting cars with everything from smart homes to city infrastructure. This integration will evolve, making the car an essential part of the connected living ecosystem, not just a standalone product for transportation.




Xiaomi’s Human x Car x Home strategy was released October 2023, photo from mi.com



Car companies have started internalizing external technologies like semiconductors and batteries. Do you think there is a need for automakers to establish special relationships or internalize brands, technologies, or companies from related sectors in terms of HMI, UX, and branding?
Yang        Yes, I believe there is a growing need for automakers to internalize or establish special relationships with brands and technologies from related sectors, particularly when it comes to HMI, UX, and branding. The automotive industry is undergoing a transformation where software, user experience, and digital services are becoming just as important as the mechanical aspects of a car.
For example, NIO unveiled its in-house developed autonomous driving chip in 2023, and similarly, BYD and Huawei have also developed their own chips for smart cockpits and intelligent driving. This internalization of technology not only allows these companies to better control and optimize the user experience but also to differentiate themselves in an increasingly competitive market.

I firmly believe that HMI and in-car UX design will be a defining factor of competition among automotive brands. As cars become more software-driven and the digital cockpit becomes central to the user experience, only those brands that maintain control over HMI and UX design will be able to keep their strength and competitiveness in this heated market. By keeping these aspects in-house, automakers can ensure a seamless integration of hardware and software, providing a user experience that is deeply aligned with their brand values and customer expectations.

At the same time, establishing strategic partnerships with tech companies can accelerate innovation. Collaborating with external players who specialize in areas like voice assistants, AR, or AI can help automakers stay competitive and offer cutting-edge experiences. In the fast-moving world of HMI and UX, these relationships will be crucial for adapting to consumer needs and staying ahead in a rapidly evolving market.




Nio's Shenji NX9031 chip was released at the 2023 NIO DAY, photo from nio.com 



Finally, whether it’s real car or a concept car or an old model, or from a movie, what is your favorite car model you’ve seen so far, and why?
Yang        There are so many cars in real life and in movies that I admire, but if I have to choose one, it can only be the DeLorean DMC-12. It’s got that unmistakable futuristic exterior, with its gull-wing doors and stainless steel body, but the real killer feature that no other car can offer is, of course, time travel! If I could pick just one car, it would definitely be this one - because who wouldn’t want to travel through time and see how consumer behavior and demands evolve over the years? The DeLorean isn’t just a car; it’s a symbol of imagination and the endless possibilities of the future.




Photo from https://www.petersen.org/vehicle-spotlights/1981-delorean-back-to-the-future