As automotive Head-Up Displays (HUD) become more prevalent, they project critical information directly into the driver’s line of sight, reducing visual shifts. However, variations in augmented reality HUDs (AR-HUD) across brands may increase cognitive load in complex driving scenarios, affecting safety and experience. This study investigates how interface designs impact driving experience and situational awareness, proposing optimization strategies. Participants observed simulated driving scenarios to evaluate their understanding of AR-HUD information and environmental conditions. They completed the System Usability Scale (SUS), User Experience Questionnaire (UEQ), and situational awareness assessments. Semi-structured interviews explored drivers’ needs and preferences. The study provides recommendations for the future design and user experience of AR-HUD in complex driving environments. Results show that the accuracy rate for understanding lane departure and vehicle distance information was only about 50%, indicating the need for design improvements to enhance comprehension. Navigation information, as a key element, is recommended to incorporate gradient and flashing animations to draw driver attention. Lane departure information should balance the visibility of directional arrows and lane markings to avoid misinterpretation or neglect. Visual design should avoid halo effects and adopt color schemes with high contrast against the environment to improve recognition. Graphical elements should be simple and intuitive to reduce visual load. Future AR-HUD designs should focus on clarity of information, dynamic effects, color contrast, and the balance between attracting attention and ensuring comprehension. These improvements can help drivers process surrounding information more efficiently, enhancing both driving safety and experience.