• Academy-Industry joint research project with Hyundai NGV

The project aimed at proposing evaluation methodology for quantifying automotive UX. Through literature review, classification system was suggested to sort numerous automotive functions into a few predetermined categories. Then, based on survey data analysis, significant UX values for each category were identified. The proposed methodology could be widely applied in quantifying UX for new automotive functions in the future. 

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• Group research

Due to advancements of digital technologies, there have been much innovation in mobility industry. The way and the extent to which users can experience has been enlarged greatly. Notably, increasing number of mobility companies are adopting IoT and/or AI in in-vehicle produces and services to create innovative and user-friendly mobility experiences. Relatedly, much research has been conducted to figure out what users expect for the future mobility. Despite the past research efforts, however, there still remain knowledge gaps that hinder effective future mobility design. The existing literature mainly focused on deriving a comprehensive and general user experience (UX) values that can be applied to product/service design of any kinds. However, currently, a proper set of UX values targeted at future mobility design, is lacking. Since UX is a multi-dimensional construct that not only consists of the traditional definition of usability, but also some other non-utilitarian factors such as fun, credibility, and pleasure, all of these constructs should be carefully scrutinized in order to distinguish the values that are both relevant to and especially important in designing the future mobility. In addition, in spite of the fact that different scenarios have been explored depending upon the mobility context, few works have attempted to comparatively analyze how important UX values differ by the mobility context. In order to design future mobility that satisfies user’s context-specific expectations, research on comparative analysis on the different UX values by the mobility context is indeed necessary.
 

The current study was conducted to resolve the research gaps mentioned above. Through literature review on UX values and in-depth interviews on experts, the study aimed to derive a set of UX values that are pertinent to designing future mobility in four different contexts (private car, car-sharing, airplane, and public transportation). The use of the UX values set which is based on the experts’ opinions would greatly contribute in the future mobility design that properly satisfies users’ expectations while fully utilizing state-of-the-art technology in the future.