A User-Driven Global Network of UX Studios
A global network of UX Studios collaborating with users worldwide
UX Experiments Rooted in Local Insight
UX research tailored to various regional user environments.
UX Shaped by Local Needs, Guided by a Global Vision
Serving every user across the globe with a single UX simply does not make sense. That is why Hyundai Motor Group carries out region-specific UX research that reflects local transportation conditions and cultures, levels of technological maturity, user patterns, and emerging trends.
Shanghai
China
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UX Studios Shanghai
China is the fastest-growing market for advanced mobility technologies such as electrification, autonomous driving, and AI. To proactively design and validate future mobility UX tailored to China’s megacity environments, Hyundai Motor Group is planning the relocation and expansion of UX Studio Shanghai in early 2026.
Irvine
United States
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UX Studios Irvine
Scheduled to reopen in the second half of 2025, UX Studio Irvine is enhancing UX development that reflects market trends and user needs in North America. The Irvine Studio is also supporting technology research for the mass production of the next-generation infotainment system, Pleos Connect.
Frankfurt
Germany
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UX Studios Frankfurt
Frankfurt, Germany - the largest automotive powerhouse in Europe - is home to the European subsidiaries of Hyundai, Kia, and Genesis, along with the Hyundai Motor Group's European Technical Center, making it a strategic hub.
UX Studio Frankfurt serves as the region’s Feature & UX hub, and is tasked with a wide range of UX activities including early-stage user research for mobility development, visitor evaluations, and usability testing throughout the development process.
Seoul
Korea
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UX Studios Seoul
Seoul, Korea, is known for its exceptionally high population density and its advanced public transportation system with a wide variety of personal mobility options.
As a city that uses a blend of cars, e-scooters, bicycles, autonomous shuttles, and AI-powered transit, Seoul offers an ideal environment for innovative mobility UX research, and it also serves as headquarters for our global UX Studio network, shaping the future of user experiences worldwide.
Global UX Innovation Hub
Hyundai Motor Group’s global UX Studio network collaborates closely with regional UX studios to lead innovation in mobility UX research.
Hyundai Motor Group promotes a UX research collaboration ecosystem that collects and analyzes user experiences as data.
Each UX studio conducts research while sharing global UX strategies to collectively develop Hyundai Motor Group’s unified user experience.
Continuous research and testing fuel the creation of data-driven mobility
Based on insights gathered from various regions, the UX studios deliver more intuitive and innovative mobility UX solutions.
Hyundai Motor Group facilitates UX studios and mobility users in co-creating the future of mobility UX. It accelerates UX innovation by rapidly reflecting and improving user-centered experiences with real-time feedback. Through these ongoing efforts, the network is growing into a leading hub for research and development into next-generation user experiences.