context
stakeholders
2 Hyundai Canada stakeholders
team
5 designers, 1 content designer, 1 PM
tools
figma
timeline
6 months
my role
ux designer
background
A migration that made a long-overdue redesign unavoidable.
A full platform migration from Sitecore to Adobe Experience Manager made a redesign unavoidable. The real challenge was reimagining a complex, multi-step mobilr-first car-buying journey to feel unified and intuitive, 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.
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.
Some of the most complex 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.
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 and established 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.