✹USER EXPERIENCE/UX WRITING

MENU REDESIGN PROPOSAL X HYUNDAI


keywords: new mobility, automotive, innovation

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company: Ernst & Young (consultancy)

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client: Hyundai Italy
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short description: 
I’ve lead a team project to propose a redesign of hyundai.it overall information architechture, menu labels and points of interactions.

Issue: 
-The current italian website does not striktly reflects the new global brand positioning which aims to show Hyundai as a major provider and player in future mobility and technological innovation.
- Current menu information architechture is overloaded with mixed groups of level menu voices.

Goals:
- strengthen the brand perception on future mobility and innovation
as a bold unique content pillar
- facilitate and enhance online purchasing
- set up a clearer and easier user navigation through menu levels and topbar points of interactions. 


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year: 2023



ACTIONS:

STAGE 1: BENCHMARK ANALYSIS

Levers:

What competiors do? We analyzed the website menu structure and topbar point of interactions in order to find content approach, strenghts and weaknesses through 4 levers.

- menu complexity and number of menu voices levels.
- wording used and its accessibility.
- content clusters and topics.
- presence of electric mobility and innovation content pillars.

EXAMPLES OF ANALYSIS CHARTS


STAGE 2: AS IS ANALYSIS


We then analysed the as is navigation menu and pages structures through strategic levers of analisysis and compared it to competitors mapping.



STAGE 3: KEY TAKEOUTS


As a results of the analysis of 8 direct competitors and the as is website we underlined key takeouts and useful insights.



SOME INSIGHTS EMERGED

STAGE 2: REDESIGN PROPOSALS

We defined two different proposals. Both proposals are targeted to the same direction and approach but differ in terms of time and effort needed to implement them. They can also be easily mixed toghether in order to find proposal variants and meet all clients needs and updates.



PROPOSAL 1

Light redesign
Minimum redesign of the first-level menu with a focus on relocate internal sections with an optimization approach.



PROPOSAL 2

Full redesign
Brand, innovation and online purchasing are enhanced. The number of first-level menu sections is rationalized and in line with what emerges from benchmark analysis.