Hyundai USAConsumer experience · Automotive

A connected journey
from discovery to dealer.

I led UX for Hyundai’s responsive shopping experience, helping shoppers discover vehicles, compare options, and carry their choices into the next step.

My role: Senior UX Designer
Scope: Responsive website redesign
Collaboration: Stakeholders, designers & developers

Reported first-week outcomes

Inventory searches: +35%
Build & price completions: +15%
Test-drive leads: +73%

Results for the overall redesign after launch; not an isolated test of an individual design decision.

Hyundai USA homepage before the redesign on the left and the redesigned homepage on the right — The previous homepage (left) and the redesigned experience (right).View full size

01 / Overview

One journey across
every touchpoint.

The challenge

Separate desktop and mobile experiences, an outdated CMS, and repeated configuration steps created friction across the shopping journey.

The redesign needed to connect discovery, comparison, and inventory search while supporting a responsive experience and a re-platform to Adobe Experience Manager.

What I owned

As Senior UX Designer, I contributed research, wireframes, and UX design, working with stakeholders to align shopper needs with Hyundai’s goals.

I collaborated with developers and other designers as the team shaped and validated the responsive shopping experience.

02 / Research

Use evidence to shape the journey.

The team combined behavioral data with repeated testing to inform the structure and validate design solutions.

100+usability tests in the team’s research

Research included benchmark studies, behavioral analysis, quantitative insights, card sorting, and tree testing. The team used UserTesting, SessionCam, and Adobe Analytics throughout the work.

That evidence informed the navigation, filtering, comparisons, and ways to preserve shoppers’ choices across touchpoints.

Usability testingBehavioral analysisCard sorting & tree testing

UserTesting research artifacts showing desktop and mobile vehicle-shopping tasks — Usability testing across desktop and mobile.View full size

03 / Design decisions

Three decisions that connected the experience.

Each decision addressed a different source of friction in the shopping journey.

Hyundai saved-builds interface with configured vehicles and options to revisit or compare them — Saved vehicles and configurationsView full size

Keep shoppers’ choices with them.

The friction: Shoppers had to repeat vehicle configurations as they moved between touchpoints.
The design decision: Connect vehicle preferences across the journey and let shoppers save configured vehicles and local inventory.
Why it mattered: Preserving that context lets shoppers return to a shortlist and continue the decision they already started.

Hyundai model comparison showing three vehicles and a consistent table of specifications and features — Side-by-side model comparisonView full size

Bring comparisons into the decision.

The friction: Choosing a vehicle involved weighing differences across models, trims, and competitors.
The design decision: Use familiar side-by-side comparisons and make them available at relevant points in the shopping experience.
Why it mattered: Consistent attributes give shoppers a common basis for evaluating options while they explore.

Hyundai vehicle filters for vehicle type, powertrain, transmission, and price above the model collection — Filters connected to the vehicle collectionView full size

Organize around shopping intent.

The friction: The vehicle collection and navigation needed to help people narrow a broad range of choices.
The design decision: Use research to inform the site structure and introduce filters that reflect shoppers’ preferences, with selections carried across touchpoints.
Why it mattered: Card sorting, tree testing, behavioral analysis, and ongoing usability testing supported the information architecture and design validation.

04 / Outcomes

A stronger start after launch.

The overall redesign reported increases in inventory searches, build-and-price completions, and test-drive leads in its first week.

Read the results in context.

These figures reflect the combined redesign and launch. They do not isolate the effect of my work, any one feature, or an individual design change.

The throughline

This project shows how I connect research, information architecture, and detailed interaction decisions across a complex consumer journey—while working within a wider design and development team.

Let’s discuss the work

Looking for a designer
who connects the journey?

I’d be happy to walk through the decisions behind this project and learn about your team.

Back to selected work Résumé

Discuss a role

One journey across every touchpoint.