Hyundai Motor Group Opens UX Studio Seoul for Participatory Mobility Research

Hyundai Motor Group has launched UX Studio Seoul, a pioneering open research hub located in Gangnam, Seoul, aimed at involving customers directly in shaping the future of mobility user experience (UX). The facility replaces the previous private UX Studio and offers an accessible public space featuring an Open Lab for general visitors and an Advanced Research Lab for selected participants to collaborate with UX researchers. Visitors can interact with cutting-edge vehicle technologies like the Ioniq 6 and AI-powered infotainment system Pleos Connect, participate in virtual driving simulations, and provide real-time feedback that Hyundai integrates into actual vehicle development. This initiative marks the world’s first year-round, participatory research platform where general customers influence UX design in areas such as design, driving performance, infotainment, and convenience specifications. Hyundai emphasizes that UX Studio Seoul reflects its commitment to innovation amid the industry shifts toward electrification and autonomous driving, promoting a collaborative approach to enhancing mobility experiences. The studio demonstrates Hyundai's broader strategy to create inspiring, customer-driven mobility experiences beyond traditional convenience features by leveraging direct user engagement and feedback.