A Study on the Evaluation of UX of Mid SUV 2024-01-2460

In recent years, with the advent of the Fourth Industrial Revolution and the COVID-19 pandemic, people's lives worldwide have undergone significant changes. Additionally, the emergence of a new generation of consumers known as the millennial generation has led to a high demand for multipurpose family cars. The perspective is shifting towards choosing premium products that enhance the quality of life and pursue their own happiness and comfort through technology, rather than simply selecting a midsize SUV based on the increase in family size. We aim to meet the needs of these global customers by conducting research and developing various new features that were not previously available in midsize SUVs. In this study, we defined the actual target users for midsize SUVs and established UX concepts by analyzing their characteristics. Based on this, we employed an optimal design approach by analyzing the evaluation results by country for the various features implemented within the vehicle. This allowed us to understand the background behind commonalities and differences and integrate them into the actual design process. In addition, during this process, we qualitatively collected the Voice of the Customer (VOC) from actual customers, allowing us to establish the foundation for optimal design. We primarily used In-Depth Interviews (IDI) as our evaluation method, but in order to achieve optimal design, we also incorporated quantitative methods to ensure the quality of the evaluation results. Utilizing 16 categories of UX values, which allow for a more systematic and clear quantitative evaluation of UX, can be extended to evaluations across various vehicle grades and types.