Volkswagen UX design lead unveils ‘secret sauce’

With a brand-new cockpit generation unveiled at the start of the new year, Volkswagen has its sights set firmly on the user experience (UX) realm to entice a new wave of customers to its product. The focus is on user-centricity, with each design choice purposefully selected to serve the driver or occupants. It’s not exactly reinventing the wheel, so how does the company intend to ensure its UX is unique and alluring?

Three core values

“UX design always starts with people,” Mathias Kuhn, head of UX/UI design at Volkswagen, tells CDN. “We put the user at the centre and listen carefully to their feedback throughout the entire process.”

The company’s new cockpit generation is debuting inside the ID. Polo, and features a blend of modern software and retro throwbacks. It comes soon after Volkswagen launched its latest design language, titled ‘Pure Positive’. The mix of new and old is on trend, and has been sculpted with the help of customer feedback. Volkswagen says that these insights were integral to the Polo’s cockpit design, and will “define the cockpit of upcoming ID. models.”

But the input from customers has also been refined and condensed. Kuhn explains that each idea for UX design is processed using a distinct strategy. 

“It is guided by three core values: stable, likeable, and exciting – what we call our secret sauce,” he says. “These values shape everything, from the look and feel of our interfaces to sound design and the use of light. We work hand in hand with our colleagues in exterior, interior and CMF design to make sure every detail comes together into one coherent brand experience.”

A cohesive UX design is vital to each car, Kuhn continues. There may be an intriguing concept or technology, but if it simply does not work together with other aspects of the vehicle it should be saved for another model. The whole is greater than the sum of the parts.

Avoiding tech overload

With the potential implementation of AI, AR, ADAS, voice assistants, giant screens and smart surfaces, delivering a coherent and cohesive design can be challenging. But Kuhn does not shy away from technology.

“Bringing all of this technology together seamlessly is indeed a challenge, and that’s where AI comes in,” he states. “AI acts as the conductor, making sure the different systems interact smoothly and create one clear, multimodal experience. Our job as designers is to make sure that, despite all the complexity in the background, everything feels simple and intuitive for the user. We do this with clean, minimal interfaces, natural dialogues, and context-aware options that only appear when needed. The goal is maximum clarity, zero overload.”

Getting the fundamentals right is another key piece of the puzzle. Simple, straight lines and smooth, soft surfaces can go a long way in making sure the user experience is satisfying, and Kuhn highlights the importance of high quality CMF work. He describes the interior as a “mobile living space” in which physical and digital worlds collide, and where materials, textures and colours are just as important in creating an atmosphere as digital screens.

One of the most difficult jobs for Kuhn and his team is to create a link between these worlds, so that “the tactile impression of a material flows into the design of digital elements.” He refers to the ID.Cross Concept as an example, which was on show at IAA Mobility 2025 in Munich.

“In this concept the physical CMF choices and digital UX design were developed hand-in-hand to form one harmonious whole,” he says. “They both create a look and feel that defines the overall experience, and must seamlessly link together in each and every car.”

True immersion

Circling back to brand differentiation, Kuhn emphasises the need to stand out from the crowd with UX design. He suggests that lighting could be an avenue of further exploration as brands look to create unique experiences inside the vehicle.

“One strong example is the ID.Light – a slim LED strip that runs across the cockpit,” he notes. “It communicates with the driver through simple, intuitive light signals: pulsing for navigation, flashing for warnings, or glowing to support assistance systems. It’s easy to understand, never distracting, and makes driving feel more human. Volkswagen was the first to bring this feature into production, and it’s now available across the entire ID family.”

The ID. Light has been updated with the new cockpit generation. It extends the width of the IP at the base of the windscreen into the front doors for the first time on the new Polo, with the goal of making the UX even more immersive.

Kuhn also expects AI to play a greater role in UX design and vehicle design in its entirety. He believes that designers have only begun to scratch the surface of what is possible through the use of AI, and is discernably excited about new horizons.

“In the future, smart agents will hold natural conversations with drivers, offer tailored recommendations, and handle routines automatically,” he predicts. “They will also create a fitting ambience for every situation, whether calming, energising, or inspiring. This reflects Volkswagen’s long-standing values of being reliable, caring, and inspiring. For us, bringing more AI into future projects is not just a trend – it’s the next logical step in making mobility a truly immersive experience.”