The Hyundai Motor Europe CX/UX Gap Analysis project began to raise the customer experience and improve the versatility of the redesigned global website. Through preliminary research on the European region and gathering detailed requirements by market, it aimed to contribute to the effective build and rollout of the global website and strengthen Hyundai Motor Company’s brand image and market leadership.

※ Detailed information on the project is limited because it includes important strategic information.

Case Intelligence Summary

Pain Points

The European market template and country sites had to be aligned with the new global template.

As Hyundai renewed its global website, the existing European market template and country sites had to be linked to and standardized with the new global template. Europe means serving customers across a wide region and accounting for detailed behavior in digital commerce. Commerce channels must follow legal notices driven by purchasing and each country's policies, while brand promotion channels have to respect each country's cultural preferences. Yet across all official digital channels, one seamless experience still had to hold.

Strategic Lens

We analyzed the gap along four axes: IA, content, UI and AEM components.

We analyzed the gaps between the European market template and key country sites and the global website renewal on four axes. In information architecture we looked at differences in menu structure and page volume, and in content at differences in structure and features. In UI we compared flows and components, and for AEM (Adobe Experience Manager) components we compared current status and how they were used. Along the way we also explored how customers across Europe use digital commerce.

Creative Approach

We visualized the results and reported the key gaps and to-be strategy to the markets.

We visualized quantitative findings in graphs and statistics so anyone could see the differences at a glance. On that basis we defined the key gaps and reported them to each market, focusing on detailed analysis by menu, to-be strategies and points needing discussion. We gathered each market's detailed requirements, set priorities and defined what would be applied to the global template. As a result, headquarters and markets could make decisions from the same evidence.

Delivered Experience

We created an execution plan for the European pilot and the global template build.

We wrote an execution plan setting the schedule and scope for a European pilot and the global template build, and completed translation and refinement of the final deliverables. FIT-GAP analysis produced a detailed service design that is accessible to customers worldwide while handling local services. For example, in Spain legal notices require eco-label information to appear with the product. The expected benefits are easier maintenance and expansion through a global standard structure, stronger brand consistency through a unified experience across templates, and fewer trial-and-error risks in the renewal thanks to researching each country's requirements in advance.