My role: UX Design, Information Architecture, and Art Direction (team of four at Innocean Worldwide Canada)
Hyundai is one of the most sold motor brands in Canada for many years. The multinational brand, once perceived as a low-cost compromise, became over the years a conscious and proud choice of the car buyers and lead a revolution in the car market. The brand became a clear leader in the market, far outnumbering its competitors, relying on an ever improving quality and market value with each released model – meeting the Canadian consumer’s welcome.
Hyundai Motors aimed to create the Canadian website that reflects the new brand direction, Modern Premium, to best serve the company’s valued existing and potential clients. Buying a new car is a major decision, being a large expense, and one of the most significant buying decisions the client makes every few years. The prospective car buyer is interested in the maximum possible information which will support him in making an educated and well-informed buying decision. The information made available includes detailed technical specification, price, available financing options, comparison to other relevant models, quality of service, warranty, etc. This generates massive amount of multi-faceted information, which if presented in a non-accessible way, may create confusion and overload, resulting in the potential buyer logging out of the website.
1. Improvement of Call to Action and conversion rate to increase the number of leads from the website
2. Establishment of a broad and intelligent structure to enable management of large amounts of rich content, photographs and videos.
3. Creation of an interesting and innovating user experience which will strengthen the brand values, communicate the brand's new marketing messages and generate interest and attraction in potential customers.
In order to present a substantial amount of information in a user-friendly interface, and at the same time, motivate for action, we searched for solutions that could answer all visitor's needs. We strived to provide a simple, fast and easy method for exploring each model, while reinforcing the confidence in the brand and the Distributor, motivating the visitors to book a test drive in one of Hyundai’s showrooms.
Despite the extensive and vast information available for each model, a delicate yet accurate equilibrium between objectives enabled us to create content-rich and fun pages avoiding the sense of burden or visual over-load. Throughout the website we implemented smart navigation tools, menus expansion and concentration, page reduction, and user-friendly toggle from different areas in each page, while incorporating impressive visual abundance. Easy to use navigation tools were incorporated within the website, assisting the visitor to find the car which best suits his needs and choice, including a model filter enabling search according to gas consumption, price, engine capacity, etc. Through this meticulous process we created an easy, effective and enjoyable user experience, addressing both new buyer and Hyundai car owners, requiring additional information and service for their car.
Responsive Design was implemented within the Hyundai website, by customizing all features for various screen sizes, operating systems and multiple devices. The website incorporates dedicated versions for smart phones and tablets, enabling easy navigation using touch screens, allowing immediate phone contact with the company and on-line booking of a test drive.