- UX Studio Seoul is without doubt one of the world’s first participatory open analysis hubs, partaking prospects in designing future mobility experiences
- The Group goals to advance mobility consumer expertise (UX) by integrating actual consumer insights instantly into car design and improvement
- Guests can check UX ideas utilizing VR, be a part of analysis packages, and discover the Group’s software-defined car (SDV) structure within the Open Lab
- UX researchers and chosen prospects work collectively to validate mobility UX ideas by real-world simulations within the Superior Analysis Lab
Hyundai Motor Group (the Group) is opening the ‘UX Studio Seoul’ in Gangnam – an iconic Seoul district and tech startup hub – on July 3. The brand new participatory analysis middle is designed to co-create future mobility experiences in collaboration with customers, marking a major milestone within the Group’s ongoing journey of innovation.
The UX Studio Seoul is without doubt one of the first open analysis platforms within the world automotive business the place prospects can actively take part within the improvement of mobility consumer expertise (UX) and apply their insights to UX ideas. Prospects can freely discover varied future mobility environments, participate in pioneering UX analysis, and expertise firsthand how buyer suggestions influences car options and their improvement.
“Our imaginative and prescient for the most effective UX goes past comfort to foster a very inspiring mobility expertise,” mentioned Hyolin Kim, Vice President and Head of the Function Technique Group at Hyundai Motor Group. “On the coronary heart of this imaginative and prescient is the voice of our prospects. UX Studio Seoul will not be about delivering a one-way expertise – it’s a collaborative hub the place buyer insights are instantly built-in into the precise car improvement course of.”
The opening of UX Studio Seoul displays the Group’s dedication to revolutionizing consumer experiences amidst a paradigm shift pushed by electrification and autonomous driving. The studio will showcase the Group’s means to ship differentiated worth throughout all facets of mobility, together with driving efficiency, infotainment methods, and comfort options, making certain that each touchpoint enhances prospects’ mobility expertise.
Open Lab: Mobility Person Interplay and Exhibitions
The primary flooring of UX Studio Seoul options the ‘Open Lab’, an interactive area divided into three distinct areas: UX Check Zone, SDV Zone, and UX Archive Zone. Every space is thoughtfully designed to supply guests with distinctive alternatives to discover the cutting-edge applied sciences and analysis processes that outline the Group’s strategy to mobility UX.
- UX Check Zone provides guests a possibility to know the UX analysis course of by three sections: UX Perception, UX Idea, and UX Validation.
- UX Perception introduces the general UX analysis course of by giant shows. Guests can submit their concepts about mobility UX after experiencing experimental car doorways, seats, and middle consoles geared up with key UX ideas.
- UX Idea encompasses a wood examine buck[1], permitting guests to discover varied UX ideas equivalent to seating preparations, storage options, and shifting consoles. VR gadgets allow guests to expertise these options in an immersive setting.
- UX Validation features a validation buck[2] for driving simulations, the place guests can work together with varied in-vehicle gadgets as a part of a digital driving setting projected on LED panels. The system’s eye-tracker screens the driving force’s gaze, which is then analyzed for check analysis and validation.
- SDV (Software program-defined Car) Zone highlights Hyundai Motor Group’s state-of-the-art SDV {hardware} and software program expertise, divided into two sections:
- E&E Structure options {the electrical} and digital (E&E) structure launched on the ‘Pleos 25’ developer convention. This structure reduces system complexity by consolidating the high-performance car laptop (HPVC) and zone controllers, and allows steady software program updates by decoupling {hardware} and software program developments.
- SDV Testbed permits guests to work together with the Group’s next-gen infotainment system, Pleos Join, primarily based on Android Automotive OS (AAOS). Pleos Join allows seamless mobile-to-vehicle integration and incorporates the AI voice assistant Gleo AI, permitting superior voice management of infotainment options.
- UX Archive Zone paperwork the Group’s UX journey, providing sensory-themed exhibitions that spotlight milestones within the evolution of the Group’s UX. The primary exhibit, themed round Visible Expertise, showcases developments in info show applied sciences, equivalent to instrument clusters, middle consoles, head-up shows (HUDs), and digital facet mirrors.
Superior Analysis Lab: Immersive Analysis Area
The‘Superior Analysis Lab’ is an immersive UX analysis facility situated on UX Studio Seoul’s second flooring. Its options are divided into three areas: UX Canvas, Function Growth Room, and Simulation Room – Arc. These areas are designed to facilitate in-depth research and prototype testing for UX researchers and pre-recruited prospects.
- UX Canvas is a multi-purpose area for workshops and seminars between UX researchers and prospects.
- Function Growth Room is a devoted analysis lab for the event of particular person UX ideas equivalent to autonomous driving UX, high-performance car UX, and human-machine interface (HMI). The room permits a versatile redesign of the area to shortly adapt to numerous UX ideas and themes. It is just accessible to Hyundai Motor Group UX researchers and chosen contributors.
- Simulation Room – Arc permits researchers to validate their UX ideas developed from UX Canvas and the Function Growth Room, utilizing a configurable check buck adaptable from compact sedans to full-size SUVs, six-axis movement simulators, and a big, 191-degree curved show fabricated from 730 LED modules. The room simulates real-world environments, from world cities, and motor racing tracks for high-performance automobiles. The consumer and driving information are collected by the digital camera and sensors for future UX analysis and improvements.
Hyundai Motor Group is working its world UX Studios in cities world wide, together with Shanghai, Frankfurt, and Irvine, CA. to include region-specific consumer suggestions into UX idea improvement. The Group goals to combine consumer preferences worldwide of their car designs, delivering constant innovation and worth throughout markets.
UX Studio Seoul replaces the unique UX Studio, which opened in Seocho in 2021, providing an expanded and extra accessible area for guests. Located at Hyundai Motor’s workplace in Gangnam, Seoul, the power goals to ship the Group’s core values of mobility UX extra successfully to a wider viewers.
Beforehand, the UX Studio served as an inside collaboration platform for Hyundai Motor Group researchers throughout car planning, design, and engineering. Person analysis, a key part of the UX improvement course of, was carried out privately, involving chosen prospects.
For extra details about the Group’s UX Studios or to order an expertise program, go to https://www.hyundai.co.kr/uxstudio.
