Jobtitle: Director Automotive UX
Company: icon incar
How did you find out about the Information Design degree programme?
After I finished the HTL in Zeltweg for structural engineering, I actually wanted to study architecture. However, the subject didn’t excite me in the long term, which is why I looked around for a new challenge and then found the subject of designing and programming websites. The direction was right, and I wanted to develop further in this subject area – that’s how I came across this degree programme. For the application, I produced a video in addition to the portfolio and submitted it on a VHS tape, and it worked! I found the degree programme exciting from the very beginning, and I really liked the diverse range of courses. Later I specialised in usability, which in my opinion was already very close to today’s UX. I also found 3D motion design and flash animation fascinating. I dug in everywhere and tried to learn as much as I could about tools and techniques. I benefited a lot from that later on in my job.
How did you get your internship at Audi Design?
I have to say that I’m still grateful to my major leader at the time, Konrad Baumann – he simply packed us all in and took us to visit well-known design agencies and companies in London and Germany. Among others, we also visited Siemens and Audi Design and presented our portfolios. There was an internship for three people, and I was one of them. In my internship I had a lot to do with HMI design, so I was responsible for the digital user interface in the vehicle. At that time, it was just a small 7-inch screen in the centre console and an even smaller display behind the steering wheel. I was able to use everything I had learned in my studies, e.g. 3D renderings, interactive animations in Flash. I even created a presentation tool in Flash for the Audi design department at the time. My subsequent diploma thesis was for the Electronics Development and Audi Design departments. It was about the development of a graphic help and feedback concept for multimodal control elements in the vehicle.
What happened next for you after the diploma thesis?
Looking back, I have to say that everything fell into place almost perfectly. From the internship seamlessly to the diploma thesis and then directly into professional life. My supervisor at Audi Design had decided to leave Audi Design to found a start-up in automotive UI design. Over a coffee he asked if I would like to join him. I’ve been part of the company since 2007, which started with five people in Ingolstadt and now has around 120 employees worldwide. During this time, I have been able to work and gain experience in all areas: from HMI conception and UX, digital prototyping and 3D, to UI design, production, motion design for pre-development and series development in the automotive sector. Show cars were also some of them. After that, I shifted my focus to project and later quality management. Currently, as Director Design Operations, I take care of the smoothest possible flow in the design process and within the organisation.
Did your start-up go well from the beginning?
We first had to establish ourselves and convince the design departments of the OEMs. It was all going very well until the economic crisis in 2008, when many projects suddenly fell through.
However, we as icon incar GmbH were lucky in that our parent company, iconmobile GmbH, was actually able to cushion this slump. We were then able to bridge the time with projects from the mobile phone sector. When the economy started up again, the car manufacturers came back too, and icon incar has grown steadily ever since. Soon we had offices all over the world, not only in Germany but also in Detroit, Shanghai, and Santa Monica.
Do you still need what you learned at UAS today?
It has definitely brought me to where I am today. The skills I learned in my field, usability, still help me today when it comes to analysing and optimising processes and procedures. It doesn’t matter whether you’re looking at a consumer product, a user interface or an operational process. But the most important thing is: never stop learning and always stay curious.
What exactly does icon incar do now?
In a nutshell, our core business is brainstorming, conceptualising, designing and prototyping all digital user experiences in the automotive sector. We offer our customers the complete range from the first idea to the digital simulation of their future mobility experience. We work closely with the pre-development departments of our customers. What is particularly exciting about this is that we think about concepts and designs that will only be on the market in 10-15 years. We have now worked for almost all the well-known car manufacturers. So the chance is relatively high that you have already experienced UI and UX “designed by icon incar” in a vehicle.
Are you satisfied with your life so far?
Of course! I actually managed to get an internship and diploma thesis via the UAS and ended up in a company that I’ve been able to help shape since the very beginning. I’ve been with icon incar for 16 years now, and it’s still as exciting and diverse as it was on day one. You grow with the company and with the tasks. There are always new challenges over time, which I like. Also, I’m a “problem solver” type – I love those challenges. The nice thing is that it never gets boring and there is
