Hyundai Motors America
SITE DESIGN, RESEARCH, INNOVATION STRATEGY, UX/UI
As creative director I led a team charged with delivering a new vision for the first ground-up redesign of Hyundai America’s consumer-facing website in a decade. We had one month to conduct research and define the strategic goals for the site, another month to develop innovative design concepts, followed by detailed design documentation. We collaborated with Accenture’s functional, technical and production teams to develop designs that are expressive, media-driven and easy to use. New site launching fall of 2019.
Our task was to unpack the complexity of a car-buyers consideration process, and, through a new design and content strategy, create an experience that shows the products and brand to best effect, provide useful tools to help users make decisions and connect users to dealers and specific cars in local inventory.
Not having reconsidered their site in many years, the client was eager to create a future-facing user experience, to embody the company's commitment to innovation, and differentiate in a space where car sites all look the same.
We developed an approach that uses social patterns of content consumption to serve Hyundai brand stories:
We also prototype an AI-driven interface that combines an open chat prompt and predictive navigation that provides an organic, conversational experience.
AARON SHOON Strategy & Creative Direction
MAX SPRINGER Art Direction & Design
BRYNA CORCORAN Research & Strategy
TZE IPP Design
CARLO BEJEC Design
GREG ZAPAR UX
JOSE VALAGAO UX