Hyundai

Optimising the Hyundai AU website for the Australia’s third largest car manufacturer.

The Product

I had reservations about adding this work to my portfolio. The UX/UI remit for me and my team meant our work was designed beautifully, strategically and successfully pushed the needle on conversion with every launch. But the existing tech stack was pretty outdated, leaving the external dev team struggling to support my pixel perfect UI dreams. Regardless, the client(and dev!) relationship with Hyundai remained strong, and together we successfully delivered countless rewarding product features for both our users and the business.

1.5 Million

Monthly visits

~900,000

Unique monthly visits

31

Feature updates in 2025 alone

Models Page Redesign

The Background

The models page is the third most visited page for Hyundai.com.au and acts as a gateway to showcase Hyundai’s entire model line-up.

Based on GA analytics and heatmapping, Hyundai found the clilck through rates to the PDP or Car Price Calculator(CPC) we low. This was especially important for the CPC, as users coming here triggered the instance of a successful conversion. We wanted our users to land on models as a browser, and commit to the desired model on the CPC as a potential purchaser.

The Problem

  • The cars themselves needed to be recategorised to better reflect the newer models hitting the market

  • Users were not able to filter the types of vehicle to reduce options on the default “All” display

  • Hyundai needed a way to tag vehicles that were on sale, runout, new etc

  • Hyundai needed a method to display campaign and sale promotions that was currently unavailable in the design

  • Hyundai wanted to be able to control the order of the cars on display within the page

  • But for me, overall the design of entire page was outdated, and lacked the premium feel to match the cars themselves, particularly the newer EVs

The Solution

A much more open and orderly design that covered off all the points in “The Problem” section but in more detail, what I did was start with the basics – the complete redesign of the car tile itself. This model card needed to include a range of mandatory information with CMS-enabled options.

A colour tag indicator was introduced, with consistency in the design system whereby existing orange was always used for “offers”. A softer “sand” colour of the model card was added to tie in with the PDP hero of the same colour, and the overall page structure now had a reworked taxonomy, individual landing pages for categories to boost SEO, and a filter strap allowing users to filter their results and find their car more easily.

The Results

Increase in traffic for users from Models Page to PDP of a specific model, post redesign. This uplift is statistically significant, indicating a genuine behavioural change for users.

+9.2%

Increase in traffic for users from Models Page to CPC of a specific model, post redesign. This is a modest directional increase, indicating an improved model discovery for users.

+3.5%

thelab dreamteam are as follows:

Rebecca Hammett, Michelle Chow, Sally Fang