Dennis Hatwieger — UX Director | Automotive Design, HMI & In-Vehicle Experiences
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Get to know Dennis
For the past 10 years, I've been shaping the automotive industry as a designer — from in-vehicle digital HMIs, to crafting autonomous shared mobility experiences, to driving strategy for next-generation in-vehicle personal assistants. My passion is to create exciting, customer-centric experiences while balancing product feasibility and business relevance for OEMs.
Automotive Design at icon incar
At icon incar, a design agency laser-focused on automotive experiences, I've spent the last 10 years growing through various roles — from designing system architectures on the ground, to advising clients on design strategy like the usage of AI and personal assistants in their systems, and ultimately directing the UX department toward delivering the best UX outcomes in the automotive industry.
Leading as an UX Director
Since January 2025, I'm directing the UX department at icon incar — setting the creative vision, mentoring designers, and making sure every project delivers real value.
Before that, I served as Associate Director (2022–2025) and UX Designer (2017–2019).
My path also includes freelancing for Mercedes-Benz, Liganova Horizon, UVEX, and Denkwerk, an internship at IXDS/PWC, and academic roots with an M.A. in Interaction Design and a B.S. in Online Media.
Before that, I served as Associate Director (2022–2025) and UX Designer (2017–2019).
My path also includes freelancing for Mercedes-Benz, Liganova Horizon, UVEX, and Denkwerk, an internship at IXDS/PWC, and academic roots with an M.A. in Interaction Design and a B.S. in Online Media.
Tooling (beyond PowerPoint)
From Figma, to ProtoPie, to Arduino, to Jira — whatever the project needs. My workflow spans UI/UX design, interactive prototyping, and close collaboration with engineering teams.