Hyundai

How Contextual Research Uncovers Pain Points
CHALLENGE
To create a more intuitive experience for a user to search and explore special offers.
PROJECT SUMMARY
Through routine qualitative studies, I uncovered user pain points along the journey of researching special offers online. From the insights the team was able to design a more intuitive experience.
MY ROLE
While crafting the end-to-end experience with the team, I primarily focused on strategy, research, testing and UX Design.
THE PROCESS
1. UNDERSTAND USER NEEDS AND GOALS
Through ongoing qualitative research, user pain points within the special offers journey path were detected. A contextual remote interview with 10 users was conducted which allowed the user to organically search without prompt. With our learnings we were able to understand how to streamline the experience through navigation, UI elements, content and flow.
2. OPTIMIZE A CLEAR PATH
A UX Audit was performed to display errors and current flow for a user to search and engage with special offers. From the current flow I then went to propose a recommended flow, informed by the insights from the contextual study.
2. WIREFRAMES & VISUAL DESIGN
Content and features were wireframed using Sketch. The hierarchy and cadence of the components were structured by the qualitative study findings. Designs were then prototyped in InVision to help us test and learn.
3. TEST & LEARN
Usability Testing was conducted to make sure the experience was on point with Hyundai core users.

“I'd like to have confirmation that when I'm selecting savings, finance or lease that requesting that deal is for that specified option. I assume this is the case, but don't really have confirmation about this after submitting my contact information?"

- Jeff, User Testing participant
5. RESULTS
Since the launch of the new special offers experience, we have seen a 30+ increase in leads to get the offer.