Beyond User Experience, toward Experimental Human Experience

hx³ (Human Experience Cube) lab is an AI-centered human experience research lab dedicated to understanding, designing, and validating human-technology interaction in an age of intelligent systems.

For decades, User Experience(UX) has guided the design of digital interfaces and interactive systems. However, in the age of AI, ubiquitous computing, networked environments, and autonomous systems, interaction is no longer confined to discrete “users” operating devices.

At hx³, we use the tern Human Experience(HX) to reflect a broader perspective.

HX extends UX into a more comprehensive framework suited for AI-mediated and context-aware environments.

Human experience today emerges from dynamic interactions among humans, intelligent technologies, and context – continuously reshaped by evolving computational systems.

What hx³ stands for

• h: human
• x: experience
• cube: the multidimensional interaction among human, technology (including AI), and context

The “cube” represents both:

• the structural interdependence of these dimensions
• and the experimental process through which experience is shaped, measured, and transformed

Our Core Philosophy

Human experience is not static.

It is emergent, nonlinear, and continuously reconfigured by technology evolution – especially artificial intelligence.

As intelligent systems become increasingly human-like, the boundary between interaction and relationship begins to blur.

We ask:

• How do humans perceive AI as social actors?
• How do message contingency and visual cues shape anthropomorphism?
• How does AI-mediated communication influence trust, decision-making, and behavior?
• How ca we systematically validate these phenomena rather than rely on intuition?

From Theory to Experimental Validation

hx³ integrates:

• Human-Computer Interaction (HCI)
• UX research
• Design science
• Experimental methodology
• Data-driven decision making

We do not stop at conceptual interpretation.

We design experimental frameworks and analytical models to validate human-AI interaction through structured inquiry and empirical evidence.

HX, at hx³, is not merely a philosophical shift. It is an operational framework for:

• Formulating theory-driven hypotheses
• Designing controlled experiments
• Interpreting behavioral data
• Informing product-level decision systems

Research Focus

Our research spans:

• Anthropomorphism in AI systems
• Human-AI trust and social perception
• Experimental UX validation
• Data-informed product strategy
• AI-mediated communication dynamics

We are particularly interested in how theoretical constructs can be translated into measurable design variables within real-world systems.

Industry-Embedded Research & Education

hx³ operates at the intersection of academic and industry.

We collaborate with product teams and educational institutions to:

• Design UX experimentation frameworks
• Strengthen decision-making processes through statistical validation
• Train theory-driven, data-literate UX professionals
• Translate conceptual insights into measurable impact

We believe:

Human create technology; advanced technologies, in turn, reshape human cognition, emotion, and behavior.

Our mission is to make that transformation measurable, explainable, and ethically grounded.

The randomly generated colors on the landing page symbolize the multiplicity and variability of human experience – an acknowledgement of its inherent indeterminacy.

• h: human, 인간

• x: experience, 경험

• cube
  • 인간-기술-환경 세 요소의 거듭 제곱
  • 인간-기술-환경의 세 제곱을 통해 인간경험이 형성되는 과정

인간경험은 하나로 규정될 수 없습니다.

인간경험은 다양한 요소들의 상호작용으로 만들어집니다.

첫 화면에 무작위적으로 나타나는 다양한 색채는 인간경험의 수많은 변주를 의미합니다.

인간경험을 공식화하는 것은 어려운 일입니다.

그렇기 때문에 인간경험 연구는 어렵습니다.

인간은 기술을 만들고 기술의 발전은 인간 행동의 변화를 야기합니다.

맥락속에서 인간과 기술의 상호작용으로 만들어지는 다양한 경험들에 대해 이야기하고자 합니다.