Hyundai Motor Company and Kia Establish Next-Generation Mobility UX Research Hub in Shanghai, China

In-Depth Research on Chinese Customer Experience
Enhancing User Experience for AI-Defined Vehicles (AIDV)

Hyundai Motor Company and Kia are establishing a user experience (UX) research hub in Shanghai, China. In response to rapidly evolving Chinese consumer trends in digital experiences, the companies aim to develop next-generation mobility solutions.

UX Studio Shanghai. Hyundai Motor Company

On the 23rd, Hyundai Motor Company and Kia announced the opening of the "UX Studio Shanghai" in Jing'an District, Shanghai. The new hub is designed to further advance vehicle UX research tailored for the Chinese market.

The previous UX Studio, which operated in Huangpu District, has been relocated to a standalone building near Jing'an Temple, a central commercial area in Shanghai. According to the companies, this move was made to ensure that the core values of mobility UX are communicated more effectively and to make the studio easily accessible to all customers.

This research hub focuses on studying trends in China's smart mobility market and consumer behaviors, serving as a center for in-depth UX research to actively apply these insights in developing next-generation mobility products.

China is leading the way in intelligent electrification and smart mobility innovation, thanks to its world-class digital ecosystem and high level of technological receptivity. New mobility experiences—such as multi-screen interactions, voice-based services, and in-vehicle connected ecosystems—are spreading rapidly throughout the market.

Visitors are sitting face-to-face at a wooden Study Bug displayed in the UX test zone at UX Studio Shanghai, experiencing the face-to-face mode. Hyundai Motor Company

Visitors are exploring content on a wall-mounted kiosk installed in the UX Archive Zone at the UX Studio Shanghai. Hyundai Motor Company

To enhance the user experience of AI-Defined Vehicles (AIDV), Hyundai Motor Company and Kia will conduct research at UX Studio Shanghai into Chinese customers' lifestyles and travel experiences, incorporating these insights into product and UX design from the earliest stages of vehicle development. The companies also plan to collaborate with local academic institutions, such as the Fudan University School of Management, to examine how social and cultural trends impact mobility experiences.

The UX Studio occupies a three-story building, which includes an open customer experience area called the "Open Lab" and a dedicated research area known as the "Advanced Lab."

The Open Lab is accessible to anyone, allowing visitors to freely experience Hyundai Motor Company and Kia's future mobility technologies. By participating in research programs, visitors can also gain a deeper understanding of the user-centered vehicle development process.

The Advanced Lab is reserved for pre-registered research participants and UX specialists to conduct project validations. Using simulators, this lab supports studies on advanced human-machine interfaces (HMI) and advanced driver assistance systems (ADAS) that are difficult to test in real road environments. It also facilitates joint in-depth research projects on a variety of themes, capturing customer feedback and integrating it directly into product development.

Beyond Shanghai, Hyundai Motor Group operates global UX studios in Seoul, Frankfurt in Germany, and Irvine in the United States, where they develop UX concepts based on feedback from actual users in each region. An official from Hyundai Motor Company and Kia commented, "UX Studio Shanghai is a key location, closest to the real voices of digitally savvy Chinese customers. We will incorporate customer insights gathered in the Chinese market from the initial stages of product development to deliver differentiated mobility experiences in the global market."

This content was produced with the assistance of AI translation services.