Case study - Hyundai USA
Hyundai USA is a top automotive brand in the United States. It is known for its reliable, affordable vehicles with comprehensive warranties and financing options. With advanced technology and eco-friendly options, Hyundai continues to grow in popularity and solidify its position in the market.
Our team faced challenges with the outdated CMS and separate code bases of HyundaiUSA.com. To enhance user experience and improve performance, we analyzed data and implemented improvements such as intent-based filters and contextual comparisons. We validated design solutions through usability tests and collaborative activities for a better user experience.
As the Senior UX Designer for the Hyundai USA website, my responsibilities included researching, creating wireframes, and collaborating with stakeholders to design a user-centered and visually appealing interface. This involved understanding Hyundai’s goals and target audience, working closely with developers and other designers, and optimizing website performance to align with the brand identity.
My team gathered and analyzed various data sources, including over 100 usability tests, benchmark studies, behavioral analysis, and quantitative insights. We utilized tools like UserTesting.com, SessionCam, and Adobe Analytics to gain these insights. During the whole redesign process, we collaborated on card sorting, tree tests, and continuous user testing to support the site’s information architecture and validate our solutions.
Through our analysis and research, we have identified the following opportunities for improvement:
CMS Re-platform: Evaluate and migrate to a more effective CMS system and ensure a seamless transition, preserving existing content.
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.
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.
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.
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.
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.
By allowing shoppers to save their built/configured vehicles and local inventory, we have eliminated the need for them to repeat previous actions. Now, they can easily access their saved information whenever needed.
In order to enhance the experience for returning visitors, we have implemented a personalized “Welcome Back” component. This component displays relevant vehicle information and popular paths based on the visitor’s previous engagement with our platform.
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.
The redesign propelled the website to a remarkable #3 rank in JD Power’s Manufacturer Website Evaluation Study in the United States, surpassing 15 other automotive sites in quality and performance.
In addition, we saw significant increases in KPIs and HVAs in just one week after launching the new site:
35%inventory searches
15%build & price completes
123%payment calculations
60%find a dealer visits
73%test drive leads