Hyundai Motor Group Opens UX Studio Seoul To Enhance Mobility User Experience Through Customer Insights

Published: Thursday, July 3, 2025, 21:50 [IST]

Hyundai Motor Group is set to open the 'UX Studio Seoul' in Gangnam, a renowned tech hub in Seoul, on July 3. This participatory research centre aims to involve customers in shaping future mobility experiences. The studio will allow users to contribute directly to vehicle design and development, marking a significant step in the Group's innovation journey.

The UX Studio Seoul is among the first global automotive industry platforms where customers actively engage in developing mobility user experiences (UX). Visitors can explore future mobility environments, participate in UX research, and see how their feedback influences vehicle features. "Our vision for the best UX goes beyond convenience to foster a truly inspiring mobility experience," said Hyolin Kim, Vice President and Head of the Feature Strategy Group at Hyundai Motor Group. "At the heart of this vision is the voice of our customers. UX Studio Seoul is not about delivering a one-way experience – it’s a collaborative hub where customer insights are directly integrated into the actual vehicle development process."

The first floor of UX Studio Seoul features an 'Open Lab', divided into three areas: UX Test Zone, SDV Zone, and UX Archive Zone. These sections offer visitors unique opportunities to explore Hyundai's approach to mobility UX through cutting-edge technologies and research processes.

In the UX Test Zone, visitors can understand the UX research process through sections like UX Insight, Concept, and Validation. They can submit ideas after experiencing experimental vehicle components equipped with key UX concepts. The SDV Zone showcases Hyundai's advanced software-defined vehicle technology, highlighting its electrical and electronic architecture.

The second floor houses the 'Advanced Research Lab', an immersive space for in-depth studies and prototype testing. It includes areas like UX Canvas for workshops, Feature Development Room for concept development, and Simulation Room – Arc for real-world environment simulations using advanced motion simulators.

These facilities enable researchers and selected customers to validate mobility UX concepts through simulations that replicate various driving conditions. Data collected from these simulations aids future innovations in user experience.

Global Reach and Expansion

Hyundai operates global UX Studios in cities like Shanghai, Frankfurt, and Irvine to integrate regional user feedback into their designs. This approach ensures consistent innovation across markets by incorporating diverse user preferences worldwide.

The new studio replaces the original one opened in Seocho in 2021, offering expanded space for visitors at Hyundai Motor’s Gangnam office. Previously serving as an internal collaboration platform for researchers, it now provides broader access to Hyundai's core values of mobility UX.

The opening of this studio underscores Hyundai's commitment to enhancing user experiences amid shifts towards electrification and autonomous driving. By integrating real user insights into vehicle development processes, Hyundai aims to deliver differentiated value across all aspects of mobility.

For more information about Hyundai Motor Group’s initiatives or to reserve an experience program at their studios, visit their official website.