Product-Service Designer form Germany.

Digital Design Days

DDD19 Talk: Designing future mobility service experiences.

Conference Talk Proposal

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The talk will show the design process when designing future service experiences and what new user interactions are possible and can be conceptualised in a world where the passive mobility experience becomes as important as the active experience today. To make this all tangible for the audience and not highly abstract I will use an award-winning project called "BMW Xplore" to show the insights, learnings and key takeaways for the audience.

BMW Xplore is a strategic mobility service that builds on 8 touch-points that have been identified after studying peoples behaviours, dreams and problems on long-distance driving in the user research. The project aims to remove pain-points in mobility through a human-centred and iterative design process that included immersive prototyping from the beginning.

In my talk, I will put a focus on prototyping of the digital design and how it connects to the physical design. Using the vehicle/context itself for brainstorming, prototyping and proof of concept, for instance, can boost the empathy with your users. The keynote will highlight the documentation of an iterative design process that was done a lot in the vehicle itself and while driving for instance.

The talk will show new questions in mobility that are rising and how they can be solved. For example: "How can we democratise the planning process?” The project will give an insight on how curated mobility services can be built upon mobility as a platform and how in-car delivery gives the user new opportunities to have a more seamless interaction when travelling with multiple passengers. Furthermore I will talk about AI and show how the vehicle can be a digital companion that is proactive and part of the group that is travelling - working across different digital platforms.

My presentation will also highlight how I digital design can drive new hardware requirements: showing a VR/AR vehicle side window that is built on peoples problems on long distance travelling: missing exciting moments and forgetting what they found interesting on the way and want to remember. This aspect will feature how the role of digital design is one of the main driver for automotive innovation and why self-driving vehicles enable complete new digital experiences: for example traveling in time. Furthermore I will show AR content for this side window and how it emotionally elevates the ride. Another aspect I will go into is how digital design can drive more social interaction and collaboration within the vehicle.

The goal of the talk is also to shifts peoples perspective when it comes to designing experiences in mobility and how digital design can drive automotive innovation. All in all the audience should understand that in a world of self-driving vehicles and passive mobility experiences everything needs to be designed inclusive and enable an equally good user experience for all passengers (not just the driver) and how digital design contributes to that.


Everything from 10 to 45min (-/+ Q&A) would be feasible and I can adjust the content accordingly.



  1. Why Digital Design is the new driver in Automotive Design.

  2. How Digital Design and strategic human-centred design approaches define hardware design and requirements instead of the other way around.

  3. What opportunities are there for Digital Designers in mobility and why its complexity is exciting and challenging: Designing consistent Interactions for touchpoints on Apps, Interior Screens, Room Experiences, Augmented Reality and even Tactile Interface Elements for instance. Furthermore I will tell how digital user needs, digital interactions and infotainment formats drive automotive design more strategically.

Personal Background

I work as a Senior UX/UI Designer at the BMW Group and bridge the role between Design Strategy to UX/UI and Interior Design. I take user insights and feedback, technology enabler and new business opportunities and define strategic design requirements with a human-centred approach. In most cases I follow these requirements in the design process as a core designer of the project to proof-of-concept and production design of in-car applications, off-board apps. Coming from these user needs and content / activities people due or consume/create in the space (especially looking at self driving cars) I define interior design requirements and experience strategies for the physical layout and UX.


Designing mobility experiences has been dominated by Transportation Designers for the last decades and was often styling driven. New waves of industry change coming from Technology (Autonomous Driving) and Business (Ride-hailing), as well as new user needs and consumer behaviour trends (Digitalization), define new needs for design skills that fall into the category of Interaction Designers. Furthermore, it opens up opportunities for designers to define experiences that can have a large impact on people’s life since many people spent a lot of time commuting, travelling and spent more time consuming digital content.

Target Audience

Everyone working in the design field but foremost: Digital Designer, Interaction Designers, UX Researcher, UX Architects, UI Designers, Visual Designers, Product Designers, Creative Technologist. Since I am not from the Automotive Industry myself originally and use methods I know from my experience in Consumer products and applications in the last years and learned how to apply them in automotive context I think many designers can connect with that. On the other side, there are also quite a few learnings people can learn from mobility and its complexity when it comes to prototyping that could be applied in other industries and use cases.



Slides Preview

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Sebastian is a German designer who is working on future mobility experiences at BMW Group as a Senior Interaction Designer. He has been fortunate enough to work with various international brands and companies on projects like Adidas, Philips, Bosch, Rolce-Royce, Siemens, MINI, John Deere, Cathay Pacific, Newell and Midea in the context of startups, consultancies and in-house design studios in Europe, USA and Asia. He studied at Umea Institute of Design (Master) in the very north of Sweden as well as in Germany at Folkwang University of Arts (Bachelor). His work has been awarded by international renowned design awards like the Core77 Design Award, Red Dot Design Concept Award, IDA (International Design Award), SPARK Design Award, Industrial Design Excellence Award (IDEA) and others. He is also the host of the podcast, where he interviews leading design practitioners on why, how and what design drives forward and explores the positive impact and value of design in different industries. His portfolio and projects he worked on range from transportation and automotive solutions, Consumer Electronics and Healthcare to Smart Home Applications and Mobile App Systems.

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Looking forward to hear back from you!