Hyundai Motor Group is embracing the mobility era by placing software-defined vehicles (SDV) at the core of its values.

In 2023, Saltcake contributed to this vision by designing the UX/UI and overall UX for Kia’s on-demand “FoD (Features on Demand)” service, the Kia Connect Store, which allows customers to selectively purchase software features. Saltcake’s work played a key role in the successful market launch of Kia’s FoD service. Additionally, to support expansion into the European market, Saltcake collaborated with Kia’s European subsidiaries to design user scenarios tailored to the local environment.

Following the success of the Kia FoD service, in 2024, Saltcake is leading a global UX/UI standardization project to expand FoD services for Hyundai Motor across Europe and North America. Saltcake’s extensive experience in global CX/UX consulting strengthens Hyundai Motor Group’s strategy and enhances its competitiveness in the global market. Through this project, Saltcake aims to provide solutions that reflect regional customer preferences, enabling Hyundai Motor’s FoD services to become more personalized and customized. This approach contributes to higher customer satisfaction, increased brand loyalty, and reinforces Hyundai Motor Group’s position as a global leader in the mobility era.

Saltcake’s efforts explore new ways to integrate technology with user experience and contribute to shaping the future of the automotive industry.

Learn more about the Kia Connect Store launch>