*This content was translated by AI.
Hyundai Motor and Kia announced on the 23rd (Thursday) that they have opened the "UX Studio Shanghai," a hub for user experience (UX) research, in Jing'an District, Shanghai, China. The studio aims to deepen vehicle UX research tailored to the Chinese market. The facility has been relocated from its previous location in Huangpu District to a three-story standalone building near Jing'an Temple, a bustling commercial area with high foot traffic, enhancing accessibility and featuring a fresh design.
This new hub was established to incorporate feedback from Chinese customers, who possess a robust digital ecosystem and high technology adoption rates, thereby strengthening the user experience of AI-driven intelligent vehicles (AIDV). Recently, the Chinese mobility market has seen rapid expansion in multi-screen interaction, voice-based services, and connected vehicle ecosystems. Hyundai Motor and Kia plan to study local customer mobility experiences from the early stages of vehicle development and reflect these insights in actual product design.
Additionally, the company will collaborate with local academic institutions, including the School of Management at Fudan University in China, to research how social and cultural trends influence mobility experiences. The facility comprises two main areas: an "Open Lab," a customer-accessible experience space, and an "Advanced Lab," a specialized research area. The Open Lab is divided into three zones: UX Explore Zone, UX Test Zone, and UX Archive Zone. Visitors can experience the R&D development process and submit feedback on emerging technologies from ongoing research projects.
The Advanced Lab is a space where pre-recruited participants collaborate with researchers to validate UX projects. It includes a Simulation Room, Feature Development Room, and UX Canvas. Here, in-depth projects are conducted using simulators to study advanced HMI (Human Machine Interface) and ADAS (Advanced Driver Assistance Systems) research that would be difficult to perform in actual road environments.
Hyundai Motor and Kia intend to share customer insights and analysis results obtained from the UX Studio Shanghai with their China R&D hub, actively incorporating these findings into future local strategy vehicle development. Meanwhile, as part of its transition to AIDV, Hyundai Motor Group is establishing global UX studios in locations beyond Shanghai, including Seoul, Frankfurt, Germany, and Irvine, USA, to research and develop mobility UX concepts that reflect real user feedback from each region.
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*This content was translated by AI.
