*Note that changes were made prior to launch. Some screens may reflect a previous version.
The Objective
As the designated digital agency for KIA, our objective was to enhance the connection between KIA and its customers regarding its electric vehicles (EV’s). Strategy played a significant role in overhauling the Alternative Fuel Landing page. We set out to answer a few high level questions regarding the EV shoppers journey.
What are the most common questions, concerns, and misconceptions about EV’s and AltFuel vehicles?
How can we educate while bringing awareness to Kia's growing EV line and position Kia for success in a quickly growing industry?
How might we educate and prepare shoppers for EV ownership and help them find the right vehicle for their lifestyle?
Who I worked With
UX & Strategy, Creative Director, Copywriters, Product Specialist, Quality Assurance, Developers, Business Analyst, Third Party Vendors, Project Management, Content Management Specialists
What was my role
I worked closely with UX/Strategy and our Creative Director to deliver high fidelity designs, breakpoints & prototypes based on KIA’s established design system
Created new layouts and interactive elements to effectively convey the visual story that the KIA brand aimed to communicate
Worked with Content Management team to understand limitations and use cases with current components
Collaborated with the engineering team to help solve logic issues, provide annotation updates and update designs based on previous feedback
Presented work-in-progress builds and prototypes to internal teams as well as KIA stakeholders
New component creation & prototyping
To satisfy the needs of our users, I helped create new components across several breakpoints.
Design System building & maintenance
I was responsible for building some of the foundational elements within KIA’s Web Design System as well as adding new elements.
The Process
User Experience Improvements
From a high level, the redesigned KIA EV landing page now offers customers a straight-forward overview of different EV vehicle types and demonstrates how KIA's EV’s align with various lifestyles.
Furthermore, We also aimed to alleviate range anxiety and eliminate confusion surrounding various charging methods. To enhance the overall experience, we incorporated authentic testimonials from real customers.
Specific modules from the previous EV page were carried over since they provided high value and contributed to our goal of educating and preparing shoppers.
Taking a closer look
Enhanced navigation: The addition of a secondary navigation element that anchor links the shopper to the appropriate section.
Video additions: We incorporated videos to captivate users and enhance information retention. (Where will you take your EV? & EV101)
EV 101: An educational video hub for all things EV
Where will you take your EV: See how owning an EV can fit into a variety of lifestyles
Interactive Elements: We created an innovative timeline experience to illustrate the number of maintenance events between owning an EV and a traditional ICE (Internal Combustion Engine) vehicle.
Side by comparisons: information dense data has been visually organized so that customers can easily compare/contrast options.
Three Electrified Options: Shoppers are able to compare and contrast the three classifications of Electric Vehicles within KIA’s own lineup.
Choosing your Charger: A visual guide outlining the best methods of charging your EV and how it can fit within your lifestyle needs.
Challenges
Overall length of page along with the amount of information needed for the page to meet business needs
Delays in project timeline and changing priorities
Reusing and upgrading existing components to meet new user experience objectives
Mobile responsive breakpoints for the information dense components
Determining the content elements that the content management team should be able to author.
Maintaining annotations & developer handoff updates