Seoul: Hyundai Motor Co. and Kia Corp announced the opening of a new open research hub in southern Seoul, aimed at involving the public in designing user experiences (UX) for future mobility. This initiative marks a significant shift towards participatory design, allowing consumers to directly influence the development of future vehicle UX.
According to Yonhap News Agency, the newly established facility, named UX Studio Seoul, replaces the previous UX Studio that was launched in 2021. UX Studio Seoul is designed to offer enhanced accessibility and better communication of Hyundai and Kia's core values in UX design. Unlike its predecessor, which primarily served as an in-house collaboration platform for researchers in product planning, design, and engineering, the new hub is structured to be more open and interactive.
The facility is divided into two main areas: the first-floor Open Lab and the second-floor Advanced Research Lab. The Open Lab serves as a space where visitors can explore UX exhibition content and actively participate in research activities. Meanwhile, the Advanced Research Lab is an immersive environment dedicated to in-depth UX development.
At UX Studio Seoul, visitors can freely explore various concepts related to future mobility, engage in early-stage UX research, and witness firsthand how user feedback is integrated into the vehicle development process. This initiative underscores Hyundai and Kia's commitment to creating more user-centered mobility solutions.