Hyundai Motor Group (HMG) has opened its first ‘UX Studio’ participatory research center in Seoul, designed to engage customers to “co-create” future mobility experiences. The South Korean automaker said the new centre “marks a significant milestone in its ongoing journey of innovation.”
HMG claims that UX Studio Seoul is one of the first open research platforms in the global automotive industry where customers can actively participate in the development of mobility user experiences (UX) and apply their insights to new UX concepts. The company said that “customers can freely explore various future mobility environments, take part in pioneering UX research, and experience firsthand how customer feedback influences vehicle features and their development.”
Hyolin Kim, head of HMG’s Feature Strategy Group, said in a statement: “Our vision for the best UX goes beyond convenience to foster a truly inspiring mobility experience. At the heart of this vision is the voice of our customers. ‘UX Studio Seoul’ is not about delivering a one-way experience – it is a collaborative hub where customer insights are directly integrated into the actual vehicle development process.”
HMG said that UX Studio Seoul reflects its commitment to revolutionizing user experiences amidst a paradigm shift driven by electrification and autonomous driving. The studio aims to showcase HMG’s ability to deliver “differentiated value” across all aspects of mobility, including driving performance, infotainment systems, and convenience features.
HMG confirmed that visitors can test UX concepts using virtual reality, join research programmes, and explore the company’s software-defined vehicle (SDV) architecture in the ‘Open Lab.’
The company describes the Open Lab as an interactive space divided into three distinct areas: the UX Test Zone, SDV Zone, and UX Archive Zone. “Each zone is designed to provide visitors with unique opportunities to explore the cutting-edge technologies and research processes that define HMG’s approach to mobility UX.”
The SDV (Software-defined Vehicle) Zone introduces HMG’s latest SDV hardware and software technologies, including its new electrical and electronic (E&E) architecture introduced at the ‘Pleos 25’ developer conference. This architecture reduces system complexity by consolidating the high-performance vehicle computer (HPVC) and zone controllers, enabling continuous software updates by “decoupling hardware and software development.”
The SDV Testbed allows visitors to interact with the Group’s next-generation infotainment system, Pleos Connect, based on Android Automotive OS (AAOS). Pleos Connect enables seamless mobile-to-vehicle integration and incorporates the AI voice assistant Gleo AI, allowing advanced voice control of infotainment features.
