Focus effort on the destination
The homepage acted as a concise route to the Sonata page, where the deeper campaign interaction lived.
Automotive · Campaign experience
Hyundai · Smaht Pahk
Turning a Super Bowl campaign into a focused, playful shopping experience.
- My role
- UX & interaction design
- Project context
- Innocean USA · Two-week campaign timeline
Campaign context
The broader campaign earned industry awards and reported a 229% increase in model search volume. Campaign results reflect combined media and marketing activity. They are not attributable to the website interaction alone.
01 / Overview
The problem and my contribution.
The challenge
The team had two weeks, including development, to connect the Smaht Pahk campaign with Hyundai’s existing shopping journey.
How I worked with the team
Mapped campaign entry points with teams at Innocean and worked with stakeholders and developers. Resource constraints expanded my role into interaction and product design.
02 / Design decisions
The decisions behind the experience.
Make the joke optional
An English/Boston content switch let visitors explore the campaign while keeping product information understandable.
Design for visitors with different context
The experience needed to work for people who had seen the TV spot and people arriving without that background.
03 / The work
From the structure to the interaction.
Original project artifacts documenting the design work.
04 / Outcome
Part of a wider campaign.
The broader campaign earned industry awards and reported a 229% increase in model search volume.
Campaign results in context
Campaign results reflect combined media and marketing activity. They are not attributable to the website interaction alone.
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