Simon Ramm is a UX researcher at Rivian Automotive, a new adventure-oriented electric vehicle maker. After a career in engineering and design, he turned to the soft side following fascinations (and frustrations) with modern UI, and a realization that psychology of interaction is as important as the interface design itself. His PhD involved spending 3 years watching drivers drive, before joining Jaguar Land Rover to work on usability testing, car voice, and exploratory UX research.