Seb Paszkowicz

I have been working in the Automotive Human Machine Interface (HMI) and User Experience (UX) domain for over 20 years, as an individual contributor and also 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, it has also allowed me to work in multiple continents and countries where I have been able to have enjoyed both professional and personally enriching experiences.

I am based in Frankfurt, Germany, where I am the Director of the Smart Cabin and HMI/UX Teams. leading teams of UX Designers, UI Designers, UX Researchers and Product Owners/Engineers to define create 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. The team collaborates internationally, this has enabled us to, in a short period of time, bring to market a vehicle with a unique UX/UI and HMI offering. Lotus are one of the early adopters of Unreal engine, which is integrated into the Eletre IVI system called Lotus Hyper OS, this technology enables 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 formed in 2017, which in less than 2 years launched 3 cars and 6 electric scooter products. The nature and ambition 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. I also created an International UX and UI Team across 3 continents responsible for the research, design and creation of the complete vehicle User Experience for all digital touchpoints.

Prior to moving to South East Asia, I spent 3 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 centre of competency in User-Centred Design with a strong focus in User Research ensuring that customer insights are intrinsically part of the design process. I led this team in the creation of native on-board apps, fundamental vehicle system redesigns, mobile apps and the creation of strategic digital vision concepts. In addition to 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-Centred Design we as humans can use technology to make our lives better. I thrive on being able to share and apply experience, background and approach to user understanding and problem-solving to 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-Centred Design further than ever before.

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