The driver/rider experience is a major development in mobile user-interface design worldwide, similar in scale to the first introduction of personal computers to the desktop. Most automobile manufacturers seeking to develop smart cars have relatively little experience with advanced software-based user-interfaces and information visualization. This lecture introduces essential concepts of user-interface design, discusses important human factors issues, based on AM+A's recent 100-page analysis for BMW Germany, illustrates prototypes designed by AM+A of radically different information displays, and discusses cross-cultural communication issues in relation to global product and service deployment.