In order to increase consumer engagement, empower consumers to build/configure cars in an open, self-guided manner and of course to grow sales, Hyundai is looking to revamp its mobile car customization experience. The Hyundai Confidence Model is founded on three dynamic pillars: knowledge, social support, and validation. By hitting these pillars in varying degrees, Hyundai aims to inspire confidence and evoke emotion throughout the mobile shopping process.
The Fluidic OS Design Principles are guidelines that help the brand create inspiring and productive shopping experiences for its customers. For the customer, these principles maximize the vehicle presentation to help them become knowledgeable, inspired and ready to make a confident decision anytime they shop with Hyundai.
Show the customer you’re listening to them by removing repetition and procedure as requirements for shopping so that the experience remains inspiring and worthwhile. Always understand what they’re looking for and delight them with related inspiration, information and functions.
Trade excess decoration, ornamentation and transitions for clearer communication in order for people have as fast an experience as they wish. A low-‐effort, high-‐relevance experience will help people complete their shopping goals. Let people get immersed in what they like and then allow them to discover details.
CD: Scott Muckenthaler
UX lead: Andrew Tsukahira
Visual Design: Jeff Chin
This project entails the development of a next-‐generation mobile vehicle-‐shopping experience with interaction design, UX, UI, comps, & prototypes) of an end-‐to-‐end shopping experience for one vehicle (2015 Hyundai Genesis, with the intent that the recommended solution can be applied across the whole Hyundai brand.
The Build & Price (B&P) tool accounts for 70% of shopping activity on H.com desktop, and accounts for 23% of
Issue with the current B&P page
Close to 50% drop-‐off rate at first step
Process is very linear, doesn’t allow customer to choose what they care about first (e.g., color might be more important than trim level)
Trim feature differences are not easily apparent; trims and packages are not merchandised well
Information and features are text heavy, not visual enough
Difficult to choose trims and packages according to features and specifications
Hyundai only has 99 model/trim permutations. This is a key advantage and should be leveraged.
Key things that Hyundai mobile shoppers do on the site is search for pricing information. Consumers also use mobile to compare while shopping. According to AMS results, consumers find configuring a vehicle an enjoyable experience in general.
After visiting the model page on mobile, most visitors check the prices and exit the site. Other visitors look at the vehicle photos and specs and exit the site. Visitors are not deeply engaged. For example, a user that lands on the Elantra mobile page has a 70% likelihood of exiting, 5% check prices, 5% go into BYO, 5% look at images, 15% do something else.
Visually Led
Images are faster than words. Pictures enable decisions more easily and create emotional connections far more efficiently. When consumers move towards more detailed information about a model, continue to make their exploration highly visual and enjoyable.
Personal
Allow all products and information to be selectable choices for the customer so that while they learn it will be in context of a vehicle they’re looking for. Structure as much information and learning around a customer’s configuration as possible. The more personalized imagery becomes, the more memorable the product will be.
Shopper Friendly
We know people are looking for information and inspiration about our vehicles. And people know when they’re being advertised to. Suppress the fluff and speak the customer’s language with the intent to inform and excite. Lead with critical information like specific pricing. Provide useful explanations that remove confusion from topics like “Trims”, “Packages”.
Traditionally, OEMs provide a siloed shopping experience, separating vehicle product information from shopping tools (B&P, search inventory, payment calculator, contact a dealer, etc.). The challenge for this project is to improve upon the mobile shopping experience based on natural shopping behaviors, consumer needs, wants and expectations, which research has found to be non‐linear.
Hyundai’s mobile site accounts for 35% of traffic and is growing quickly; with mobile exceeding desktop traffic for the first time on Super Bowl day 2014. Hyundai mobile site’s J.D. Power AMS rank has fallen rapidly from #1 in 2011 to #10 in 2013. Hyundai’s shopping tools are over 7‐years old and lack features that consumers expect.