In the ever-evolving landscape of HMI design for EVs, it’s imperative to understand the core tenets that underpin User Experience (UX) as a discipline. This speech will delve into the crucial facets of UX design and what we should prioritize. We will explore the fundamental principles that guide our decision-making processes and the ‘why’ behind the choices we make. To illustrate these concepts in practice, we will conclude with an illuminating example involving the validation of assumptions regarding new technology through a methodology known as rapid prototyping.