about

Dr. Zaiyan Gong is the Director of HVR Lab (Human-Vehicle Relationship) at Tongji University, P. R. China. He also serves as General Manager of Shanghai AMMI Intelligent Technology Co., Ltd., and is a Board Member of DUXU at HCI International.

His work focuses on the research, design, and evaluation of intelligent vehicles and mobile devices. Inspired by the Hofstede 6D cultural model, he developed the CXP-9 model to evaluate both cultural preferences across countries and the UX positioning of specific product designs. By comparing the two sets of scores, it becomes clear where gaps exist between product design and users’ cultures. His paper “CXP-9: A Quantitative Method to Bridge Culture and User Experience” was published at HCI International 2025.

Since 2019, Dr. Zaiyan Gong has used the CXP-9 method and related approaches to support global brands in understanding Chinese users, including Volkswagen, BMW, Mercedes-Benz, Nissan, and Forvia, among others. Since 2023, these methods have also supported both Chinese and international brands in understanding users in overseas markets, including Honda, Magna, Geely, and GAC (Guangzhou Automotive), among others.

He holds a PhD in Automotive Engineering from Tongji University. Before running the business, he worked in Porsche (China) Motors Ltd. for Product Management and Sales Planning.

Resources

• CXP-9: A Quantitative Method to Bridge Culture and User Experience. HCI International 2025.
• Automotive Human-Machine Interaction (HMI) Evaluation Method. Published by Springer (English version) and China Machine Press (Chinese version)
• Automotive HMI Guidelines for China Based on Culture Dimensions Interpretation. HCI International 2020.
• Assessing the driving distraction effect of vehicle HMI displays using data mining techniques. Transportation Research Part F, 69 (2020): 235–250

Tutorials:

• Automotive UX Design Based on Intercultural Research. HCI International 2021, 2022, 2023.