Hyundai Canada

redesigning a mobile-first car-buying experience

i helped redesign Hyundai Canada's car-buying experience from the ground up during a full platform migration

go to the live site

ux design

mobile-first

automotive e-commerce

Hyundai Canada

redesigning a mobile-first car-buying experience

i helped redesign Hyundai Canada's car-buying experience from the ground up during a full platform migration

go to the live site

15+

flows, from discovery to conversion

15+

flows, from discovery to conversion

15+

flows, from discovery to conversion

20+

pages and templates, redesigned end-to-end

20+

pages and templates, redesigned end-to-end

20+

pages and templates, redesigned end-to-end

modular, mobile-first design system built to scale across AEM's CMS constraints

modular, mobile-first design system built to scale across AEM's constraints

modular, mobile-first design system built to scale across AEM's CMS constraints

background

new platform, new everything

Hyundai Canada’s site hadn’t been updated in years. the visual design had drifted from the global brand, accessibility gaps had piled up, and there was no single source of truth for pricing, inventory, or incentives. a platform migration from Sitecore to AEM forced the issue.

approach

might as well rebuild the system while we switch platforms

1

we audited

we looked at Hyundai USA, Korea, and Australia to understand the brand standard, then competitors like Ford, Rivian, and Genesis, and best-in-class sites outside auto like Apple. a few things stood out: naming was inconsistent across the site, some pages had no clear purpose, and Build and Price (B&P) would skip steps with no explanation. it was one of those sites that made you go “wait, what?”

we looked at Hyundai USA, Korea, and Australia to understand the brand standard, then competitors like Ford, Rivian, and Genesis, and best-in-class sites outside auto like Apple. a few things stood out: naming was inconsistent across the site, some pages had no clear purpose, and build and price (B&P) would skip steps with no explanation. it was one of those sites that made you go “wait, what?”

2

we defined

six batches, 15 weeks, four client meetings per batch. we kept a live tracker because decisions had a way of being forgotten by the next call. B&P became the highest-priority flow early, which meant reprioritizing everything else around it.

3

we designed

i owned Book a Test Drive end-to-end and led parts of Build and Price, while contributing to all 15 flows alongside four other designers. B&P was its own beast: stepped vs one-page, Save Build, postal code logic for provincial pricing, EV rebates, French badge frames, local inventory edge cases. i also worked on the component system throughout: flexible containers, accordion behavior, dealer tiles, carousel vs stacked layouts.

4

handoff

there was no single handoff moment. we were delivering, getting feedback, and adjusting the whole time. we documented what was dropped, flagged what needed attention, and built the structure so Hyundai could keep going. a designer from our team stayed on to support implementation and handle edge cases as they came up during development.

impact

handed off, in development, and live site!

15+ flows, 20+ pages and templates, a full design system, and a backlog of what to build next. Hyundai has everything they need to keep going.

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