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As an Interaction Designer, I worked on developing phygital concepts for the car interior, creating experiences and interfaces that seamlessly blend digital and physical elements. The project aimed to rethink the automotive design process: starting from solid user research and mapping the user journey, we generated ideas around desired interactions and experiences. These concepts were explored both through upfront research and immersive VR workshops, using fast prototypes to test ideas in near-real conditions. The experience gained from these sessions then informed content definition, design development, and styling. My role was to translate user needs and behaviors into coherent interaction flows, exploring different approaches such as gesture control or touch surfaces. Through rapid iterations and testing with both XR models and physical mockups, I refined the flows until the experience felt intuitive, smooth, and safe, while minimizing cognitive load and friction points. To bring these solutions to life and align stakeholders, I produced motion design animations and immersive videos that clearly illustrated how the interfaces would work in practice. The result is a design that balances innovation, usability, and aesthetics, delivering a coherent and forward-looking in-car experience.