Hyundai Motor Group has declared its transition to Smart Mobility Solution Provider and is making various efforts to expand its seamless mobility experience. The paradigm of mobility has already changed from the expansion of the scale to the expansion of the experience. HUXG(Holistic UX Group) is an organization that prepares to open a step ahead by presenting a path to future mobility that users have not experienced. To design and develop a new mobility experience, HUXG is using its own process, which consists of Discover, Concept, and Implement. This presentation will introduce an own process that accepts customer opinions at each stage for the development of a PBV (Purpose Built Vehicle), obtains insights, and connects them to the project. UPD (User Participatory Design): The process of creating a UX concept with the participation of users / PPD (Professional Participatory Design): The process of creating a UX concept with the participation of experts. Hyundai Motor Group’s HUXG wants to present intangible value as a tangible experience through a mobility. We focus on communicating and empathizing with our users so that every moment of their journey becomes a meaningful experience for them. UX STUDIO is a space created to embody this concept, and is in Seoul, Shanghi and expand to Frankfurt and Irvine. By positioning it as a creative space that communicates with customers, we will continue to strengthen and develop new HUX concept development processes together with customers.