ux
visual
systems
digital/physical
redesigning a mobile-first car-buying experience for a site that aged out of the brand and the moment.
Hyundai Canada needed to modernize a digital ecosystem that hadn't kept pace with how people actually research and buy cars, starting with mobile, without losing the trust and familiarity that brings buyers back.
team & timeline
background & challenge
A migration that made a long-overdue redesign unavoidable.
Hyundai Canada's site hadn't seen a meaningful update in years. The visual design had drifted from the global brand, accessibility gaps had quietly accumulated, and there was no single source of truth for pricing, inventory, or incentives.
A full platform migration from Sitecore to Adobe Experience Manager made a redesign unavoidable, and it had to be done right: building the new experience while keeping the existing site live in parallel. The real challenge was reimagining a complex, multi-step car-buying journey to feel unified, intuitive, and mobile-first, within the technical constraints of a new CMS and a 16-week timeline.
approach
One coherent experience across every stage of the car-buying journey, from discovery to conversion.
I was involved from kickoff through handoff, working across the full car-buying funnel: from early discovery tools like Help Me Choose and Compare Vehicles, through high-intent conversion flows like Build and Price and Book a Test Drive, all the way to vehicle landing pages and content surfaces.
I owned Book a Test Drive and Build and Price end-to-end, and contributed to all 15 flows through design reviews and critiques. Some of the sharpest decisions happened at the component and system level: whether trim and package selection should collapse into one step, how Save Build connected to CRM tracking requirements, and how to build flexible containers that scaled without fragmenting the design system.
Work was delivered in batches with continuous feedback loops across product, engineering, and Hyundai Canada stakeholders.
impact
Handed off and in development on an AEM-ready component structure.
The redesign covered 15+ flows and 20+ pages and templates, supported by a modular design system built to scale within AEM's constraints and adapt to future use cases. The work strengthened alignment between Hyundai Canada and its dealer network by integrating dealer data and establishing consistent patterns across touchpoints. We also documented a backlog of future enhancements, including personalization opportunities and an A/B testing program targeting Build and Price completion and test drive submission rates, to support ongoing optimization beyond the initial engagement.