Discovery Phase Hyundai Redesign - Interaction Design, Ideation and Customer Experience
Create a digital destination that provides intuitive and predictive experiences across the customer journey, leading to increased shopping actions and an elevated impression of Hyundai.
Project overview
Our Accenture design team partnered with Innocean USA—Hyundai’s agency of record—to redesign and develop Hyundai’s U.S. website. I led the early discovery phases, transforming strategic insights into concept directions and interactive prototypes while supporting brand evolution. Our work focused on enhancing the customer experience, branding and aligning Hyundai’s digital presence with its future-focused vision, aiming to elevate brand perception and engagement in the U.S. market.
Problems to solve
Through our analysis and research, we have identified the following opportunities for improvement:
Enhanced Vehicle Search
Implement advanced filters and personalized recommendations to simplify finding the right vehicle.
Streamline Actions
Reduce duplicate actions, like configuring the exact vehicle multiple times, by introducing saved configurations and intuitive interfaces.
Fully Responsive Design
Enhance user experience and eliminate the need for separate codebases and update the website to be fully responsive on all devices.
Product Comparison Enhancement
Improve product comparison tools and features by adding relevant attributes and ensuring clear information presentation.
Engaging Information Content
Refresh and update content with accurate and engaging information and improve access and organization of content for the user’s convenience.
My Role
Lead Senior Designer
UI/UX Design
Design Systems
User Testing
Innovation/Strategy
Timeline
Design & Testing: 4 month
Solutions
During the design process, various innovative solutions were introduced alongside the much-anticipated re-platform to Adobe Experience Manager (AEM). Now live, let’s delve into some noteworthy highlights of these solutions.
Advanced filters
We improved the shopping experience by adding advanced filters that allow shoppers to easily narrow down their vehicle options based on their preferences. Additionally, we have introduced a seamless integration of user selections and preferences across different touchpoints, which was previously missing.
Product comparisons
We simplified the process of comparing different models, trims, and competitive options by implementing established design patterns. Shoppers can now easily access this information at various touchpoints.
Refined content map and navigation
Based on user insights, we enhanced the site structure and navigation to facilitate faster and more efficient searches for shoppers. This improvement ensures that users can easily locate the information they are seeking.
Experience Principles
Humanize the Experience
Building Trust
Amplify Shoppers Assurance
Bluelink: Speak with the voice of the car
Sensitivity in lead generation and data collection
Naturalistic presentation of people and stories
Celebrate the Car
Bringing the car closer
Immersive, visceral experience of the car
next-generation configurator
Accelerate
Reduce friction, propel purchase
Save & Share build as path to native app
Connect to digital dealer
Seek price transparency
Personalize incentives
Online/Offline Continuity
Experience Principle 1
Social intelligence
Using social media hashtags is a powerful way to research genuine experiences shared by car owners. By exploring posts that showcase how the vehicles perform in real-life situations, the brand can nurture a community of users who represent diverse backgrounds and provide personalized stories. This method not only reinforced trust but also provided a platform for potential customers to visualize themselves as part of the car's journey. In this way, the Social Intelligence Experience became a bridge between the brand and its audience, fostering a connection built on authenticity and shared experiences.
CONCEPT: Social Intelligence
View Prototype Demo
Experience Principle 2
Build your own experience design
The concept prototype empowered customers to take control of their car buying experience. Shoppers had access to essential information quickly and easily, with options to explore further details as needed. The design included a full-screen video that enhanced landing pages utilizing immersive experience. Interactive 360-degree car views showcased stunning photography of both the interior and exterior, allowing users to examine every detail. Additionally, the implementation of collapsible content helped maintain organization and clarity, ensuring that the platform remains user-friendly and not overwhelming.
CONCEPT: View Build Drive
View Prototype Demo
Experience Principle 3
AI Co-Pilot experience
AI chat conversations enhance car buying by offering personalized, interactive customer engagement. Traditional websites often fail to connect emotionally, leading to missed opportunities for loyalty and trust.
An interactive bot can transform the online car shopping experience by guiding users through selection, addressing their needs and concerns, and offering relevant information and suggestions. This interaction informs users and makes them feel valued.
CONCEPT: AI Co-Pilot
View Prototype Demo
Results
Innocean USA agency and Hyundai stakeholders expressed high satisfaction with the final designs, appreciating both the aesthetics and functionality. Their positive feedback was a testament to the effectiveness of our collaborative approach. The newly redesigned website debuted, impressively meeting KPIs (Key Performance Indicators) and HVAs (High-Value Actions) and receiving glowing third-party evaluations. Its performance was nothing short of stellar.
Measurements of success
Our discovery design team successfully delivered above and beyond of scope of work. In addition, we saw significant increases in KPIs and HVAs in just one week after launching the new site.
45%
Inventory searches18%
Build & price completes90%
Payment calculations60%
Find a dealer visits75%
test drive leads