What we did
- Brand Experience Strategy
- User Experience Strategy
- Digital Products Design
- Spatial Design
Hyundai Motor Company
Hyundai Motorstudio Digital UX/UI
Hyundai Motor Group opened Hyundai Motorstudio Digital, the world’s first car-free car showroom. This showroom provides a virtual vehicle and customized customer experience through digital technology within the scope of the everyday lives of consumers. Its Live Theater, My Car Table and 3D Car Wall are areas that provide digital experiences of the cars themselves. As these areas have the characteristics of large devices used in public spaces, it was necessary to design a user experience different from the experiences obtained from existing PC and mobile user environments. FRUM designed the UX and UI with the goal of providing a consistent, organic experience between the spaces and devices, allowing users to experience all the content comfortably. Based on simple, easy UI that reflects the brand image so as to allow customers to focus on the content, we designed it so that users could intuitively operate it without having to learn anything new, using gesture designs that minimize user control. Furthermore, after analyzing the information structure of the content, we clearly simplified the use process by taking the context of the experience of “seeing the vehicle’s composition – experiencing the vehicle – sharing the experience” into consideration. In addition, the visual identity based on Hyundai Motorstudio’s BI made it possible to easily recognize the current location, and consistency was enhanced by giving clear feedback to user interactions such as selecting menus.
Screen Design
We took the context of the experience, “seeing the vehicle’s composition – experiencing the vehicle – sharing the experience,” into consideration when designing. After configuring a car, a test drive took place with the car directly configured and was shared through social media, and this process helped increase user immersion and spread content.
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