Hyundai
Electric Vehicles Test Drive
Course project
Hyundai
Electric Vehicle Test Drive
Course project
Overview
The client wanted to increase the adoption of its electric vehicles, specifically the Hyundai Kona, in the Spanish market.
From this request i set on to create a strategy on how to introduce electric vehicles to users.
My solution was twofold:
1 – Contact existing Hyundai customers matching our persona, and offer them a 1 week free test drive to create familiarity with the vehicle, its benefits and ease of use;
2 – Creation of social proof through advertising of the experiences of the customers and the creation of content with trusted influencing public figures.
Client
This was a fictitious course project
Goal
Design an experience that leads users to book a test drive, and increase the adoption of the Hyundai Kona
Measuring Success
The success of the design would be measured by the number of test drive bookings made and, eventually, sales increase
Role
End to end design process, with research, understanding, ideating, wireframing, hi-fi mocks, prototyping and usability testing
Overview
The client wanted to increase the adoption of its electric vehicles, specifically the Hyundai Kona, in the Spanish market.
From this request i set on to create a strategy on how to introduce electric vehicles to users.
My solution was twofold:
1 – Contact existing Hyundai customers matching our persona, and offer them a 1 week free test drive to create familiarity with the vehicle, its benefits and ease of use;
2 – Creation of social proof through advertising of the experiences of the customers and the creation of content with trusted influencing public figures.
Client
This was a fictitious course project
Goal
Design an experience that leads users to book a test drive, and increase the adoption of the Hyundai Kona
Measuring Success
The success of the design would be measured by the number of test drive bookings made and, eventually, sales increase
Role
End to end design process, with research, understanding, ideating, wireframing, hi-fi mocks, prototyping and usability testing
DISCOVERING & UNDERSTANDING
DISCOVERING & UNDERSTANDING
For this stage of the process i started by researching the process of manufacturing and distributing of electric vehicles, discovered the needs and pain points of prospective Spanish users, and researched the competition.
From there i reached problem statements and hypothesis, performed competitive analysis and, finally, created unique value propositions.
SECONDARY RESEARCH
The discovery process was done by researching existing studies, specifically Profiling Spanish Prospective Buyers of Electric Vehicles Based on Demographics, EL COCHE ELÉCTRICO E HÍBRIDO EN ESPAÑA. by UNESPA/ESA, and others.
EMPATHY MAPS, PAIN POINTS & PERSONAS
From the user research three main points emerged as the critical questions posed by users: vehicle range, charging points and lastly price.
Also 4 types of personas emerged, the most significant being older women, doing urban trips.
JOURNEY MAP & VALUE PROPOSITIONS
The user journey map also provided valuable information and pain points that could be addressed in the future to further improve the user experience.
Finally, value propositions were generated and matched with the personas to ensure that the solutions actually fill both the users’ and business’ needs.
COMPETITIVE ANALYSIS
The final step in this stage was performing a Competitive Analysis to understand the current offers from competitors and identify gaps in the market that could be used to the benefit of both the users and the client. Here are some of the findings:
1 – The majority of vehicle brands in Spain offers hybrid vehicles
2 – Brands are not placing much emphasis on their electric vehicles offers
3 – Most of the electric vehicle offers are expensive and brands do not provide much information to users on how to use the vehicle or the available infrastructure
IDEATION
After research, i decided that to increase adoption the project needed to be established upon 3 foundations:
a) Educating prospective buyers by addressing their concerns;
b) Creating familiarity and reduce barriers through regular exposure to the product; and
c) Social proof by showing the product being used by trusted & familiar faces.
IDEATION
After research, i decided that to increase adoption the project needed to be established upon 3 foundations:
a) Educating prospective buyers by addressing their concerns;
b) Creating familiarity and reduce barriers through regular exposure to the product; and
c) Social proof by showing the product being used by trusted & familiar faces.
HOW MIGHT WE
How Might We exercise was done to come up with ideas that would address the above concepts. Two solutions emerged as the starting point of this project being both feasible and potentially successful as they’re methods frequently used:
Solutions:
1 - Contact existing Hyundai customers matching our persona, and offer them a 1 week free test drive to familiarize themselves with the vehicle, its benefits and ease of use;
2 - Creation of social proof through advertising of the experiences of the customers and the creation of content with trusted influencing public figures.
Finally, from a financial investment point of view, option number one would also be very economical. The dealerships’ demos can be used as the test drive vehicle, since our users sample would be reduced.
And, secondly, the creation of a landing page to cater to this persona would also be easy to create with Hyundai’s existing design and development team.
With the success of these solutions then further actions could be taken to amplify its results.
Word of mouth of the experience is expected to amplify its results.
INITIAL DESIGNS
The next step was to start sketches and make a study of the homepage structure that would best address the main pain points and captivate the users to know more.
MEDIUM-FI PROTOTYPES
The last step of this stage was the creation of wireframes and the initial medium-Fi prototypes to proceed with Usability testing.
Clip of main user flow wireframes.
Clip of main user flow wireframes.
DESIGN RESEARCH
DESIGN RESEARCH
For this stage of the process i conducted an Unmoderated Usability Study with 5 participants, followed by a questionnaire. The goal was to test the Medium-Fi prototypes, and understand if users were able to book the test drive.
The results were then analyzed, themes were discovered and iterations were made to the initial prototypes.
AFFINITY MAPPING
THEMES & INSIGHTS
The main road block found was that users were expecting the image that led to book the test drive to be clickable.
EXAMPLE OF ITERATIONS
With road blocks identified, iterations were made to the prototype to improve it. From here Hi-Fi prototypes were developed
FINAL PRODUCT
FINAL PRODUCT
For the final stage of the process Hi-fi mockups were developed in line with existing Hyundai brand elements and colors.
Both a responsive website and app were developed.
DESIGN KIT
In line with existing Hyundai’s style.
