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Jared Benson
Hands-on design executive
Jared Benson is the Principal of UX Design & Concepts at the Volkswagen Group of America Innovation and Engineering Center California (IECC), located in Silicon Valley. His role involves leading user experience design initiatives and conceptualizing innovative solutions for Volkswagen's various automotive brands, including Audi, Bentley, Lamborghini, Bugatti, and Porsche.36
Professional Background
Before joining Volkswagen, Benson accumulated extensive experience in product design and user experience. He celebrated 16 years at Punchcut, a design agency known for its focus on user-centered design and technology solutions.2 His expertise spans across multiple facets of design, emphasizing the importance of creating intuitive and engaging user experiences.
Volkswagen IECC
The IECC is a significant research facility for Volkswagen, aimed at fostering innovation in vehicle technologies. It has evolved from its origins as the Electronics Research Laboratory (ERL) into a major hub for developing connected car technologies, intelligent cockpit systems, and autonomous driving solutions.145 The center employs a diverse team of engineers, designers, and researchers dedicated to advancing automotive technology in alignment with customer needs and market trends.5
Benson's leadership in UX design is crucial as the automotive industry increasingly integrates digital solutions and user-centric innovations into vehicle development.
Highlights
Creative Direction is a lot like the process of taking your car to the mechanic.
As the mechanic in this analogy, I’ll ask a lot of questions to understand your goals. I want to hear your perspective on the current problem and how we got here.
We’ll put the “car” up on the lift and pull the wheels off to get an objective view and examine the undercarriage for foundational issues. Quite often, the issues that manifest elsewhere originate here.
I’m going to bang on it with hammers and wrenches, see how it responds and troubleshoot where it’s stuck. Together, we’ll replace incompatible parts with high-performing upgrades that better align with your goals.
The process can be overwhelming. And sure, expertise comes at a price, but you’ll leave much more excited than when you rolled in.
The beginning of a new and exciting chapter — I'm thrilled to share that I've started a new role with the world's largest automaker as Principal, UX Design & Concepts. The Volkswagen Group of America Innovation and Engineering Center California (IECC) brings UX, car design, mechatronics, and engineering together to innovate on behalf of Volkswagen, Audi, Scout, Porsche, Lamborghini, Bentley, Bugatti, Ducati, and many others. Can't wait to dig in with this impressive team!
