Seb Paszkowicz

I have been working in the Automotive Human-Machine Interface (HMI) and User Experience (UX) domain for over 20 years, both as an individual contributor and as a UX leader, creating and directing international UX, UI, and Engineering teams for Jaguar Land Rover, VinFast, and Lotus Tech Germany. My experience has enabled me not only to work with a wide range of talented designers, engineers, and thought leaders but also to collaborate across multiple continents and countries, where I have enjoyed both professionally and personally enriching experiences.

I am based in Frankfurt, Germany, where I serve as the Director of the Smart Cabin and HMI/UX Teams. I lead teams of UX designers, UI designers, UX researchers, and product owners/engineers to define, create, and deliver the UX for future Lotus Lifestyle products. My role involves directing and coordinating the definition, design, and implementation of the vehicle HMI strategy across international teams based in China, Germany, and the UK. This international collaboration has enabled us to bring a two vehicles to Global markets in a short period of time with a unique UX/UI and HMI offering. Lotus is one of the early adopters of Unreal Engine, which is integrated into the Eletre IVI system, known as Lotus Hyper OS. This technology allows for exceptional integration of 3D vehicle models and vehicle interactions. The Lotus Hyper OS won a 2023 iF Design Award for its user interface.

In Vietnam, I led the HMI and Infotainment teams for VinFast, a company founded in 2017 that launched three cars and six electric scooter products in less than two years. The ambitious nature of the company required design teams to find new ways to deliver customer experiences. I led the HMI Infotainment System team, responsible for infotainment hardware definition, development, and delivery. Additionally, I created an international UX and UI team across three continents, responsible for researching, designing, and developing the complete vehicle user experience for all digital touchpoints.

Before moving to Southeast Asia, I spent three years on an international assignment on the West Coast of the USA, leading a team of UX designers, user researchers, and visual designers. With this team, I built a center of competency in user-centered design, with a strong focus on user research to ensure that customer insights were intrinsically part of the design process. I led the creation of native onboard apps, fundamental vehicle system redesigns, mobile apps, and strategic digital vision concepts. In addition to working with the local team, I coordinated across multiple teams on different continents to investigate user responses to design concepts.

I am passionate about technology and how, through user-centered design, we as humans can use technology to improve our lives. I thrive on the opportunity to share and apply my experience, background, and approach to user understanding and problem-solving in new challenges. The current global advances in both physical and digital user experiences make this an exciting time to explore new possibilities and push the boundaries of user-centered design further than ever before.

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