I designed the UX/UI and interaction layer for Hyundai and Jack Morton’s AI-powered roadshow experience, premiered at CES in Las Vegas.

The system interpreted that input and generated futuristic imagery in real time, creating a different experience for each participant.

This changed the role of the visitor. People were no longer standing in front of a brand message and simply watching it. They were contributing to what appeared on the screen.

Each interaction became a personalised glimpse into a possible future, connected to Hyundai’s vision of mobility and innovation.

Making the interface disappear

The experience had to feel bigger than the touchscreen. The connection between the small control interface and the massive LED visualisation created the sense of scale and spectacle that drew people into the installation.

But the interface itself could not become the main attraction. It had to guide people quietly, respond immediately, and let the generated visual take over when the moment arrived.

That is one of the most interesting parts of designing for physical spaces: the best interface is often the one people stop noticing because they are fully engaged with what it makes possible.

Designing for the real world

Unlike a digital product used by one person in a controlled environment, this installation had to work with people standing around it, watching one another, joining halfway through, and making decisions without much context.

The design needed to handle curiosity, hesitation, quick participation, and the pressure of a live event without losing its sense of clarity.

That required thinking beyond screens. I had to consider the physical surroundings, the distance to the LED wall, the rhythm of the roadshow, and how the experience would look to someone who had not yet stepped up to the interface.

The outcome

The collaboration between Hyundai, Jack Morton, and Xfiner resulted in a visually striking installation that turned advanced technology into an accessible public experience.

The project helped position Hyundai as a forward-thinking innovator while giving visitors something more memorable than information to take away: they had actively helped create a vision of the future.

For me, the project was a good reminder that interaction design is not limited to websites and apps. It can shape how people move through a space, how they understand a new technology, and whether they feel confident enough to take part.

When AI, interface design, physical space, and visual storytelling work together, the technology can feel less like a demonstration and more like an experience people want to remember.