"If a feature isn't intuitive, we question its place" says Bentley UX lead

Seamless connection and harmony between the digital and the physical is crucial in UX design. This is perhaps most prominent at luxury carmakers like Bentley, which prides itself on both craftsmanship and high quality digital experiences.

Car Design News sat down with T. Jon Mayer, head of UX design and design operations at Bentley Motors — and a 2025 People Awards judge — to discuss the link between digital and physical in UX design, and how a human-centric approach plays a fundamental role.

Car Design News: Can you describe the company's approach to UX design; what are the key themes and considerations?

T. Jon Mayer: We call our UX philosophy ‘phygital’. It is a seamless fusion of digital craftsmanship with physical artistry. We design around five principles, combining digital with analogue interaction, embracing luxury in the customer journey, using light as a material, creating simplification and elegance, and blending technology with craftsmanship in a harmonious way. For us, technology should feel intuitive, calming, and timeless, never overwhelming.

CDN: Are you using UX design to differentiate your models from other market offerings?

T. J M: Absolutely. UX is a key differentiator for Bentley. A good example is our rotating display. In one gesture, the customer can choose a digital touchscreen, traditional analogue dials, or a pure veneer surface. That choice of experiences – digital, analogue, or pure calm – is something uniquely Bentley. It’s digital craftsmanship, delivered with analogue joy.

We took it to the next level in our vision concept EXP 15 with ‘Mechanical Marvel’ and the passenger experience, blending a transparent display with beautifully crafted mechanised physical objects behind the display. This creates a new level of interaction creating a magical fusion of interaction between physical and digital technology.

CDN: With an increasingly digitalised cabin that implements AI, AR, ADAS, voice assistants, giant screens and smart surfaces, might there be teething issues with ensuring all this tech is connected and cohesive?

If a feature cannot be made seamless and intuitive, we question whether it deserves a place

T. J M: The true challenge lies in integration. Modern technology often feels fragmented, but at Bentley we pursue simplification and elegance through seamless design. 

Rather than following the trend of placing an iPad-like screen in the centre of the cabin, we have chosen to integrate technology into the very architecture of the interior, creating a harmonious fusion of physical craftsmanship and innovation. Every interaction, whether by voice, touch, or haptic feedback, is designed to feel effortless and unified. If a feature cannot be made seamless and intuitive, we question whether it deserves a place in a Bentley.

CDN: While considerable focus has been directed to digital development and experience, how important is the physical aspect – the work of your colleagues in CMF – in creating a unique user experience?

T. J M: Physical craft is inseparable from digital UX at Bentley. Our colleagues in CMF and interior design create the sensory touchpoints – the knurled aluminium, the hand-stitched leather, the depth of a polished veneer – that bring digital interactions to life. Even light becomes a material for us, shaping ambience in the same way that natural light lifts your mood. 

Whether this is executed as ambient lighting — such as the waterfall lighting on the doors of the EXP 15 — or used through materials to create gestures across the IP to reflect the car's upcoming movement, such as a turn indication. This phygital harmony is at the heart of the Bentley experience.

It's about interactions that are effortless, relevant and a genuine joy to use

CDN: Are there any areas of UX design that you personally hope to see flourish over the next few years?

T. J M: I’d like to see UX evolve towards intelligent personalisation. A Bentley that quietly learns from its driver, anticipating comfort, wellbeing, and preferences – not with complexity, but with refinement. The future isn’t more screens or louder tech. For Bentley, it’s about technology that feels human, discreet and emotionally rewarding.

CDN: Can you describe the role of human-centric design and its importance to your personal approach?

T. J M: Human-centric design is at the heart of everything we do at Bentley. Technology is never the end goal. The true measure is how it makes you feel. Our role is to reconnect people with the joy of mobility, ensuring every digital interaction feels intuitive, natural, and emotionally rewarding, while every physical element engages the senses with craftsmanship and authenticity. 

For me personally, it’s about creating experiences that are both clear and inspiring – interactions that are effortless, relevant and a genuine joy to use. This is why our five UX design principles guide every stage of our process.

The first is digital craftsmanship with analogue interaction, ensuring technology feels hand-finished and human. Second is reconnecting the joy of mobility, making driving and travelling feel emotional and uplifting. Third, using light as a material, shaping mood and wellbeing in the same way natural light transforms a space. Fourth is simplification and elegance, stripping away complexity to leave interactions that are effortless. And finally, fifth is phygital harmony and blending digital intelligence with physical craft into one seamless, timeless experience. These principles ensure our work remains truly human-centered, true to Bentley, and timeless.

CDN: What methods do you use to ensure your design approach is human-centric?

T. J M: Human-centric design only works if it’s grounded in real experiences. We typically combine user research, customer clinics, real-world drive testing, and immersive lab evaluations to build a complete picture of how people interact with our cars. We pay close attention not only to what customers say, but also to how they feel and behave in the moment, from the flow of a digital screen to the tactile reassurance of a rotary dial. Focus groups and prototypes are invaluable, but so too are in-car observations, where we see natural, unfiltered interactions.

CDN: How will data shape the evolution of UX?

T. J M: In my view, it’s vital to make data-informed decisions, not data-led ones. Data gives us clarity on today, but design must also pioneer the future of interaction. If you only respond to existing data, you risk never moving beyond what’s already obvious. At Bentley, we use insight and empathy as a compass — always guided by our principles — to create experiences that feel both innovative and timelessly human.

CDN: Do you think European carmakers have a difficult task or strong position when it comes to UX design compared to, for example, Chinese marques?

T. J M: Chinese brands are innovating very quickly, particularly in digital-first experiences. But European marques, and Bentley especially, have a strong position because of our heritage in craftsmanship and materiality. Where others may compete on novelty, we compete on authenticity. Our strength lies in creating phygital experiences that are timeless, tactile, and emotionally engaging, not just technically advanced.