Designing for User-Centered Mobility

As an innovation hub driven by new technologies, the UX Studio is dedicated to promoting user-centered experimentation and authentic communication.

Users visiting the studio can interact with future mobility content focusing on UX, and even take part in UX research.

From the earliest concept to final production

User-driven UX development proceeds through the stages of Discover, Define, Ideate, Prototype, and Test.

The journey begins with the Discover stage, where observing user behavior helps identify challenges and uncover hidden needs.
In the Define stage, the insights collected are refined and the problems to be solved are clearly framed.
The Ideate stage then encourages free exploration of ideas and the pursuit of creative solutions.
Next, during the Prototype stage, ideas take shape in tangible forms that can be tested and experienced.
Finally, the Test stage involves working directly with users to identify usability issues and gather valuable feedback.

This process enables UX to evolve progressively through successive iterations and refinements. From early concept development to final validation before mass production, every step of integrating user input is anchored in the UX Studio.

Holistic UX comes to the fore

The importance of UX, which refers to the entire user experience, will only grow in pace with the rapid development of future mobility.

In conventional automobiles, UX primarily focused on design, interior layout and materials, and infotainment systems. Today, as the transition to Software-Defined Vehicles (SDVs) accelerates, the scope of UX is expanding beyond the vehicle interior to encompass connections with the external environment.