Daisy Xu
Director, Interaction Design, Shanghai Studio

Daisy is a seasoned interaction designer with deep expertise in automotive digital ecosystems and extensive experience in both HMI and mobile interaction design.

Daisy joined the Designworks Shanghai Studio in 2024 as Director of Interaction Design. In this role, she leads the Digital Design team, advancing the design experience of BMW China localization services. She has spearheaded the rollout of features for BMW’s Neue Klasse vehicles, tailored to the needs and flavors of local market. Her mission is to strike a refined balance between BMW digital design language and oriental aesthetic philosophy. Through her leadership, her team continuously transforms cross-cultural design principles into tangible, mass-market innovations.

Prior to joining Designworks, Daisy served as the leader of mobile design team in BMW China, where she crafted the CN MyBMW, MINI, and Rolls-Royce Whispers apps. Under her stewardship, these Apps built a mature, China-oriented automotive digital ecosystem and consistently secured top-tier rankings among domestic OEM apps.

Now embedded within Designworks’ cross-disciplinary and multidisciplinary team, Daisy draws upon the rich experience she has accumulated over the years to steer forward-looking innovation in local automotive R&D as well as diversified cross-industry projects.