• Rethinking Vehicle Discovery

Shipped

To live site

As part of the pitch-winning team for Genesis Europe, I took over as UX Designer leading the 2024 relaunch of vehicle discovery. I redesigned the model menu and showrooms into a clear, premium, and scalable journey, enabling customers to grasp the lineup at a glance and explore immersive one-page showrooms that built trust and encouraged test drives.

Product

Product

Product

Product

Genesis Europe Digital Platform

Genesis Europe Digital Platform

My role

My role

My role

My role

Lead UX Designer

Lead UX Designer

Timeline

Timeline

Timeline

Timeline

2021–2023

2021–2023

Collaborators

Collaborators

Collaborators

Collaborators

Argonauten, Hyundai AutoEver development teams, Genesis Europe stakeholders

Skills

Skills

Skills

Skills

UX strategy · Information architecture · Prototyping · Usability testing · Content design · Stakeholder alignment · Visual production collaboration

The challenge of discovery

The challenge of discovery

The challenge of discovery

The challenge of discovery

When Genesis entered Europe, it launched with nine vehicles:

Three sedans: G70, G70 Shooting Brake, G80, G90

Three SUVs: GV60, GV70, GV80

Two SUVs: GV60 and Electrified G80

Research
“I can’t tell how many cars there are or which ones are electric.”

Research
“I can’t tell how many cars there are or which ones are electric.”

We conducted moderated usability sessions across Germany, the UK, and Switzerland and combined these with platform analytics. Participants represented both potential buyers and existing customers.



Major issues


Lineup visibility was low

Most participants could not tell how many cars Genesis offered. Analytics showed that only 10% reached the bottom of the start page, meaning most customers never saw the full lineup.


Naming created confusion

The naming scheme left customers uncertain about differences between models. Some assumed Genesis was EV-only.


Model pages were fragmented

Each showroom was spread across up to eight subpages. Users described this as “too much work” to understand a single vehicle. Important content was buried several clicks deep.


Visuals felt inconsistent

Vehicle renders were well-received, but campaign imagery felt distracting or intimidating. Participants also noted the lack of diverse representation.

These insights came from 40-minute guided usability sessions with 30+ target users across Germany, the UK, and Switzerland.

These insights came from 40-minute guided usability sessions with 30+ target users across Germany, the UK, and Switzerland.

Findings were consolidated into a 20+ page deck used across Europe and Korea to align stakeholders

Findings were consolidated into a 40+ page deck used across Europe and Korea to align stakeholders

How we structured the work

How we structured the work

Our process focused on three core activities that kept the redesign user-centered while aligning teams across Europe and South Korea.

Reframing information architecture

We started by mapping the legacy site structure and comparing it with actual user journeys. This revealed that discovery was organized around internal silos rather than customer tasks.


Reconciling user and stakeholder needs

Genesis product teams had detailed communication guidelines for each model, while users wanted less text and faster clarity. We worked collaboratively with stakeholders to prioritize what content was essential, where it should appear, and how it could be expressed visually.


Validating prototypes with users and stakeholders

Interactive prototypes were tested with participants in Germany, the UK, and Switzerland to measure comprehension, flow, and CTA visibility. In parallel, we reviewed the same prototypes with European stakeholders and headquarters in Korea.

Information architecture as a user entry point


We audited the legacy site structure and mapped how customers actually moved through the platform. This revealed that discovery was shaped by organizational guides rather than user goals.

Information architecture as a user entry point


We audited the legacy site structure and mapped how customers actually moved through the platform. This revealed that discovery was shaped by organizational guides rather than user goals.

Reconciling user and stakeholder needs


Genesis product teams had detailed communication guidelines for each model. We worked collaboratively with stakeholders to prioritise what content was essential.

Reconciling user and stakeholder needs


Genesis product teams had detailed communication guidelines for each model. We worked collaboratively with stakeholders to prioritise what content was essential.

Validating via testing with users and stakeholders


Interactive prototypes were tested with participants in Germany, the UK, and Switzerland to measure comprehension, flow, and CTA visibility. In parallel, we reviewed the same prototypes with Genesis stakeholders

Validating via testing with users and stakeholders


Interactive prototypes were tested with participants in Germany, the UK, and Switzerland to measure comprehension, flow, and CTA visibility. In parallel, we reviewed the same prototypes with Genesis stakeholders

Final designs: a system for vehicle discovery

Final designs: a system for vehicle discovery

The redesign addressed the two critical breakdowns identified in research: unclear lineup entry and fragmented model exploration.

The redesign addressed the two critical breakdowns identified in research: unclear lineup entry and fragmented model exploration.

Final designs: Lineup-first model menu

Research showed customers couldn’t see the portfolio in one view and often misinterpreted the lineup. We replaced the tile-based menu with a single structured entry point, displaying all seven models with core identifiers (sedan/SUV, EV/ICE).

The lineup-first menu presented all seven models at once, making the portfolio instantly clear.”

Final designs: Lineup-first model menu

Research showed customers couldn’t see the portfolio in one view and often misinterpreted the lineup. We replaced the tile-based menu with a single structured entry point, displaying all seven models with core identifiers (sedan/SUV, EV/ICE).

The lineup-first menu presented all models at once, making the portfolio instantly clear

Final designs: Single-page showrooms

Users described navigating eight separate subpages per model as “too much work.” We consolidated each showroom into one structured page, designed as a consistent narrative: highlights → interiors → performance/charging → calculators → configurator/test drive.

Final designs: standardized content framework

Final designs: Single-page showrooms

We built a modular framework within Adobe Experience Manager (AEM) using reusable templates, standardizing content structure and reducing time-to-launch for new models.

Users described navigating eight separate subpages per model as “too much work.” We consolidated each showroom into one structured page, designed as a consistent narrative: highlights → interiors → performance/charging → calculators → configurator/test drive.

We created a modular library of interactive components, giving teams ready-to-use building blocks for future pages

We created a modular library of interactive components, giving teams ready-to-use building blocks for future pages

We created a modular library of interactive components, giving teams ready-to-use building blocks for future pages

We created a modular library of interactive components, giving teams ready-to-use building blocks for future pages

Final designs: standardized content framework

The old showrooms varied by product team, creating inconsistency and extra effort. We built a modular CMS framework with reusable UX/UI templates, giving every model the same structure and making future launches faster and easier to manage.

Full-page design offered more clarity and space for vehicle details and CTAs.

The impact

The impact

The impact

The impact

0%

0%

more time

spent on model pages

0%

0%

more time

spent on model pages

0%

0%

more time

spent on model pages

0%

0%

increase in leads

through test drive CTAs

0%

0%

increase in leads

through test drive CTAs

0%

0%

increase in leads

through test drive CTAs

0%

0%

less drop-offs

during model menu visits

0%

0%

less drop-offs

during model menu visits

0%

0%

less drop-offs

during model menu visits

From prototype to production

From prototype to production

The redesigned system is now live across Germany, the UK, and Switzerland. The rollout demonstrates how a scalable discovery framework translates from prototype to production and how users can experience the Genesis lineup end to end.

To live site

More
Work
More
Work
More
Work

  • Genesis

Genesis Test Drive

Genesis Test Drive

(01)

  • Genesis

Genesis Test Drive

Genesis Test Drive

(01)

  • Genesis

Genesis Test Drive

Genesis Test Drive

(01)

  • IWC

IWC App

IWC App

(03)

  • IWC

IWC App

IWC App

(03)