Studies of HMI development at Volvo Car Group show that making HMI visible and tangible, establishing areas for cross-organizational collaboration, and reinventing the organization and its processes have all enabled it to better respond to the challenges of digitalization. The team focused on two changes made in the development process over the past. First, new software simulation tools were rapidly introduced, shifting the nature of development. Second, a new HMI laboratory was implemented that enabled intensified early testing and joint discussions across the organization. To enable well-founded decisions during the development process, a range of new simulation and prototyping tools were introduced. With the tools came opportunities and a drive to experiment and explore during the development process . For an interface to be road-ready, developing and evaluating interfaces from a desk do not suffice. The need for a new HMI test facility, including a driving simulator, became apparent. With the new tools, iterative design processes and higher user involvement became further embedded in the organization. While these changes allowed for new ways of working and innovating, they also resulted in more engaged developers who enjoyed their work. Department named Digital User Experience (DUX) was created. It approached car development solely from an enduser perspective, with the ambition of bringing some balance to the technology-minded organization.