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HyundaiUSA.com

Making automotive shopping simpler

Overview

Hyundai is one of the largest automotive import brands to the United States, and their HyundaiUSA.com web site is their primary destination for shoppers when considering the brand, evaluating product, shopping local inventory, plus more – supporting such channels as in-market media, paid/organic social, CRM, paid/organic search, etc.

With me and my team having supported Hyundai for over 5 years prior to this redesign, the HyundaiUSA.com website was in a relatively solid place (from an experience standpoint); however, since enhancements were continuing to be built on an aging infrastructure, that held separate codebases for desktop and mobile, among other inefficiencies, it was time for a re-platform.

Serving as Director of User Experience, I provided guidance throughout the research, design, implementation and post-launch stages of this project – including, but not limited to, direction with 5 years vested knowledge of Hyundai's historical behavioral insights, specifications of interaction requirements and patterns, user expectation, pathing based on shopper's top tasks, and so on.

With insights and data as drivers, we analyzed, conceptualized and designed various improvements to support one's Hyundai vehicle shopping experience – making it easier to find a model/trim based on their needs (via intent-based vehicle filters when browsing), enabling a better understanding of product differences (via contextual comparisons), plus more.

The overall redesign was well received by stakeholders, shoppers and third-party evaluators, such as JD Power.

Insights

To ensure the teams were able to confidently focus on meaningful problems throughout each design sprint, me and my team gathered and distilled a culmination of historical learnings, including 100+ un/moderated usability tests and benchmark studies via UserTesting.com, behavioral analysis via SessionCam (heatmaps, funnels, etc.), and quantitative insights from Adobe Analytics.

Additionally, as we made our way through each sprint/wave, we worked collaboratively to gain insights through cards sorting and tree tests via Optimal Workshop (to support the site's information architecture), plus continuous user testing to guide and validate designed solutions.

Key Findings

Shoppers repeatedly spoke to wanting an easier way to find a vehicle that met their needs – allowing them to essentially filter out products that didn't have the features they were looking for – for example:
"I want to start to filter out results — looking at vehicles, I am not sure which one is good for me."

Problems to Solve

Through insights and discovery, we were met with the following areas of opportunities:

  • Content Management System (CMS) Re-platform.
  • Make it easier for people to find a vehicle that fits their needs.
  • Reduce the need to facilitate duplicative actions; such as configuring the same vehicle multiple times.
  • Modernize to being fully responsive, instead of adaptive (reducing the need to update two codebases).
  • Improve product comparisons.
  • Improve information content.

Solutions

In addition to the much needed re-platform to Adobe Experience Manager (AEM), there were so many great solutions brought forth throughout the design process. Below are some highlights of those that went live.

Enhanced Filters

We introduced filtering capabilities throughout various areas of the site, so shoppers' could distill vehicle model and trim options down based on their wants and needs – making it easier for them to see which vehicle best fits them and their lifestyle.

...

Product Comparisons

Supported by our research, shoppers naturally seek comparative information between products. These comparisons naturally span various lenses, such as:

  • Model vs Model (ex. Hyundai Santa Fe vs Hyundai Palisade)
  • Single Model, Trim vs Trim (ex. Hyundai Palisade SEL vs Hyundai Palisade Limited)
  • Model/Trim vs Competitive Model/Trim (ex. Hyundai Palisade Limited vs Kia Telluride SX)

Leveraging already established design patterns, we provided access to compare, contextually, throughout various touch points of the shopping experience.

...

Distilled Navigation and Sitemap

As more of an iteration of our previous well performing site structure and navigation (produced for Hyundai over the years), we prominently expose and organize primary navigational paths that best support the shoppers' top tasks – popular pathing and actions taken (based on quantitative insights), taking into account both object and subject oriented pathing – within a hybrid menu (exposed links + overflow menu); making it easier for shoppers to find what they are looking for, quickly.

...

Save Vehicles

Ability to save both Built/configured vehicles, but also local inventory, so shoppers' no longer need to replicate previous actions.

...

Personalization

Initial personalization included such anticipatory design approaches as a "Welcome Back" component that was shown to returning visitors on the homepage – showing vehicle information and popular paths based on the specific vehicle they last engaged with – served via Adobe Target.

...

Results

Upon launch, the newly redesigned website performed quite well – based on measured success through KPIs (Key Performance Indicators), HVAs (High Value Actions) and third party evaluations.

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#3
Ranked Automotive Site

At launch, the redesign resulted in an improved ranking to #3 in JD Power's Manufacturer Website [Mimic] Evaluation Study in the United States – out of 18 automotive sites.

+35%
Inventory Searches

(vs 7 days prior to launch)

+15%
Build & Price Completes

(vs 7 days prior to launch)

+123%
Payment Calculatons

(vs 7 days prior to launch)

+60%
Visits to Find a Dealer

(vs 7 days prior to launch)

+73%
Test Drive Leads

(vs 7 days prior to launch)

Notes

This redesign project was a highly collaborative partnership between Hyundai clients, INNOCEAN USA, Hyundai Autoever of America, Accenture and various 3rd party QA support teams.

Soon after launch, COVID-19 gained traction and as it had its affects on other industries, Hyundai found itself facing impacts as well. Outside of production delays, plant closures, etc., it also shifted auto shopping behaviors and sales on the consumer side.

As I continue to support HyundaiUSA.com (since a website/product is never done), the future holds a focus on continued user research and behavioral analysis (via Hotjar), iterative and validated design efforts via A/B and multivariate testing, further enhancements while serving personalized and anticipatory experiences to help shoppers find their next vehicle most effectively, and ensuring any related digital destinations can serve our client well, especially when impacted by societal factors such as COVID-19 – where naturally, we will be solving problems around the digitalization of any and all applicable shopping/buying actions.

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