I lead the creation of things that don’t exist yet.

Before this project, every BMW M interface was essentially the standard BMW system with minor typographic variations. There was no distinct digital brand language for M.

I led the creation of an entirely new digital identity from the ground up: a custom instrument cluster with performance-focused gauges and widget functionality, a dedicated track mode, and a motion design language tailored to driving enthusiasts. We incorporated direct feedback from M Performance Center trainers and professional drivers into gauge behaviors and interface logic.

I also led the strategic evaluation of button reduction for the M brand. While BMW was trending toward fewer physical controls, we concluded that M-specific tactile controls were essential for high-performance driving—and developed a strategy for harmonizing physical buttons with the new touchscreen interface.

The City of Los Angeles set out to redesign its entire bus shelter network—over a thousand shelters—to improve the rider experience and prepare for the 2028 Olympics. Working with a consortium of local companies, my team led the experience and product design side of the program.

We defined what riders actually need from a shelter, designed ADA-compliant digital interactions, and specified the full hardware architecture: computing, e-ink displays, data connectivity, and dynamic lighting. Beyond the shelter itself, we developed the visual brand language, a companion mobile application, the content strategy for real-time transit information and community messaging, and the CMS that allows the city to manage all of it at scale.

Two connected initiatives exploring the future of autonomous mobility. BMW i Inside Future (team of 30) demonstrated how Level 3 autonomy could transform the in-vehicle experience—health and wellness integration, entertainment, personal sound zones, a seamless dashboard display, and a floating holographic interface with haptics.

The concept’s success led BMW to fund a larger follow-up: Interaction EASE (team of 50), where I directed a global effort to envision on-demand mobility without vehicle ownership or steering wheels. How should an interior work when anyone can get in and the car drives itself?

Multiple technologies from these concepts made it to production. The rear-seat display system evolved into the Theater Display now in the BMW 7 Series. The seamless dashboard display work contributed to the development of BMW’s Panoramic Head-Up Display—a full-windshield augmented reality system launching across the BMW lineup starting in 2026.

I led UX principles definition and brand differentiation for MINI’s groundbreaking round OLED display—a form factor with no precedent in automotive. The challenge was defining how customers should interact with a circular interface and what makes it distinctly MINI.

I directed the sell-in to BMW management and the board of directors, establishing the design language, tone, and interaction behaviors for the new display. Beyond the screen, I led efforts to define digital touchpoints across the entire MINI platform: exterior lighting, interior projection, custom themes, and driver experience modes.

Intel and Warner Bros. had committed at the 2017 LA Auto Show to explore what entertainment looks like once passengers are uncoupled from the steering wheel. Two years later, we delivered the answer at CES 2019: a retrofitted BMW X5 that transported riders into Gotham City, moderated by Alfred Pennyworth as the in-cabin AI guide.

Working with Intel, Warner Bros., and DC Comics on a tight budget, I directed the integration of an iconic entertainment IP into an autonomous ride-share platform—coordinating storytelling, editorial decisions, engineering constraints, and multimodal interface development across a diverse creative team. The cabin combined a large-format display, projectors, immersive audio, dynamic lighting, and haptic feedback into a single 270-degree environment.

The experience was structured as five narrative chapters: a welcome and Gotham reveal, an interactive comic-book reader with Batman and Killer Croc, a live demonstration of Intel’s Responsibility-Sensitive Safety (RSS) framework, an in-cabin movie preview adapted for 270-degree viewing, and a guided arrival sequence. The throughline was a thesis Intel and Warner Bros. wanted to test publicly: that compelling, character-led content isn’t just entertainment in an autonomous vehicle—it’s how you build the passenger trust the entire category depends on.