Optimising an online retail experience to definite EV and Hybrids

[Hyundai]

Refined Hyundai’s EV and Hybrid product pages through improved journey flows, content hierarchy, and UI design, creating a clearer vehicle discovery experience.

  • Differentiate Hyundai’s next-generation EV and Hybrid ranges within an existing design system, improving content hierarchy, visual storytelling, and interactivity to create a clearer vehicle discovery experience.

  • Leverage Hyundai’s existing design system while introducing updated visual assets, photography, and interactive components informed by UX research and A/B testing. Refine the content hierarchy and product page journey to clearly distinguish EV and Hybrid models, making vehicle exploration more intuitive and engaging for prospective customers.

  • The redesigned experience streamlined the product discovery journey and created a clearer distinction between Hyundai's EV and Hybrid ranges. By applying insights from UX research and A/B testing, the updated pages improved content hierarchy, visual storytelling, and interaction patterns, leading to a refined product experience that was subsequently adopted in further iterations of the platform.

Introduced interactive hotspot navigation, allowing users to quickly explore key vehicle features through a more intuitive, showroom-inspired experience.

Image showing a white car from the side, a close-up of the front headlight, and parts of a website or app interface describing the car's exterior design and features.
Interior of a modern car showing wireless charging pad with a smartphone and dashboard with touchscreen display and control panel.

Created infographics and iconography to differentiate Hybrid and EV models and communicate key features clearly.

Infographic showing a car with data on aerodynamic performance and zero CO2 emissions, including a coefficient drag of 0.24, full electric powertrain, and leaves representing environmental friendliness.

Created dynamic CTAs and feature-led graphics to highlight key vehicle benefits and drive exploration across related product pages.

A promotional graphic featuring two Hyundai hybrid cars with a blue background and white text about financial incentives for switching to electric vehicles.
Comparison of two Hyundai electric cars: a white Ioniq Hybrid on the left with a light blue background and large text 'Hybrid', and a blue Kona Electric on the right with a light gray background and large text 'Electric'.

Applied the updates across mobile experiences, refining layouts, accessibility, and touch interactions to ensure a seamless responsive journey.

Collection of Hyundai car promotional images and informational pages featuring different models, hybrid and electric options, branding, and marketing events.
Screenshots of a Hyundai website showcasing electric and hybrid cars, with sections about features, benefits, FAQ, and promotional offers.
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[what others say]

  • “I hired Derek on a freelance basis as part of a team handling a large amount of artwork, production and retouching. I was immediately impressed by Derek’s skill, speed and flexibility.

    He got on really well with everyone involved in the process and remained perfectly calm even when the pressure was intense. Derek brought a good eye and equally good ideas and techniques to the work. He was always prepared to take on new challenges and demonstrated an ability to pick things up very swiftly.”

    Robert Smith, Managing & Creative Director - Jog

  • “It was great working with Derek! He helped us in a time of need and would definitely use him again in the future.

    Overall, we were very happy with his professionalism and the quality of his work. Highly recommended!”

    Vasso Georgiou, Marketing Manager - Marketing Town

  • “Derek was a rock in a department that was constantly under pressure to deliver. The work rarely needed a second pass and if it did it was due to the quality of the brief, not the work.

    I would gladly work with Derek again. Not only was the work of consistent quality, but he was also a good team player. He was great to have around.”

    Phil Woolgrove, Web Content Manager - T M LEWIN

  • “Derek is an awesome designer! What more can I say? Always exceeding our expectations for the design team, a great collaborator, very technical and hard working to meet hard deadlines.”

    Nichole Johnson, Director - Rusty Rabbit

  • “Derek is a brilliant designer who created my company website.

    I knew very little about web designing, so he was in control of the whole process. From the initial concept design to the up-and-running of the site, everything went extremely smoothly. He is a good communicator and explained things in a simple and clear way, keeping me well-informed throughout the whole process.”

    Lina Zhang, Director - Sino Communications

  • “You will find Derek an extraordinarily pro-active and knowledgeable creative designer. He has the ability to understand the brief and deliver it with precision and accuracy in every case.

    He was also a valuable team member willing to go that extra mile whilst under pressure but at the same time very committed to the project and people he was working with.”

    Michelle Habgood, FL Senior Traffic Manager

  • “Derek was great to work with, delivered exactly what was asked of him and was adaptable and proactive.”

    Ashley Lawrence, Comms Lead – Intuit

  • “I really enjoyed working with Derek on redesigning our company website. In addition to our alignment on the creative, he was incredibly strong on project management, kept everything moving on schedule, and set up great tools that made collaborating remotely feel seamless. I'm looking forward to working together again soon!”

    Greg Seltzer, GMM, Music producer manager and jazz guitar nerd

  • “Derek has been so helpful since I started up independently. He set up my website, arranged domain hosting (talked me though it - I have no idea about this stuff) and assisted with Mailchimp plus other marketing material. I'm really pleased with the website design and navigation. I would 100% recommend him!”

    Morgan Allen FRICS - Managing Director @ Morgan Allen Property Surveyors | Valuation, Agency, Consultancy

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