Project Overview:
The redesigned Kia Build and Price tool introduced several key features to enhance the user experience. Dynamic visualization provided real-time updates to vehicle visuals and pricing as users customized trims, colors, and features, making the process more engaging and informative. The tool was optimized for mobile with a touch-friendly design and responsive layouts, ensuring a seamless experience across all devices. Additionally, an integrated path to purchase included dealer contact options and inventory checks, streamlining the transition from customization to purchase.
Project type: Web
Category: UI
Role: Director, Digital Design
Date: 2023
Approach:
To begin the redesign of Kia’s Build and Price tool, we analyzed the existing experience to identify what was working and where improvements were needed. Through extensive research, including surveys and preference tests, we uncovered several critical pain points. Users often found the interface overwhelming, with too much information displayed on the screen at once and numerous interactions vying for attention. This clutter led to confusion about where to focus and how to proceed.
One significant challenge stemmed from the way Kia manufactures its vehicles, as many exterior and interior color combinations are restricted based on the selected trim. This limitation frustrated users, who struggled to build their ideal vehicle when their desired color options weren’t available. Additionally, the way features were presented added to the complexity, further hindering the user experience and making customization less intuitive. These insights shaped our approach to streamline and enhance the tool for clarity and ease of use.
Process:
To address user pain points, we developed a concept that mimicked the experience of a showroom, allowing users to see their vehicle configured in real time throughout the customization process. This approach introduced a step-by-step configuration flow, eliminating dependencies and reducing cognitive load. Each step was presented with a concise snapshot, helping users understand their progress and focus on individual decisions without feeling overwhelmed.
The design process began with sketches to outline how the concept would function, providing a clear foundation for the user experience. These initial sketches allowed us to visualize the flow and ensure the concept addressed key pain points.
To ensure alignment with the client’s vision, we developed an initial design comp to present the proposed direction. This provided the client with a tangible preview of the concept and allowed for early feedback and buy-in before advancing to the wireframe stage. Once the direction was approved, we transitioned into wireframing to focus on the logistics and functionality of how the UI would come to life, laying the groundwork for a cohesive and user-friendly final product.
From there, we moved into the wireframe stage, where we began to flesh out the various components of the UI. This phase incorporated all necessary requirements from the current experience, ensuring that the redesign accounted for essential functionalities while aligning with the new vision. This iterative process allowed us to refine the structure and establish a cohesive framework for the tool.
Solution:
The redesigned Kia Build and Price tool introduced several key features to enhance the user experience. Dynamic visualization provided
real-time updates to vehicle visuals and pricing as users customized trims, colors, and features, making the process more engaging and informative. The tool was optimized for mobile with a touch-friendly design and responsive layouts, ensuring a seamless experience across all devices. Additionally, an integrated path to purchase included dealer contact options and inventory checks, streamlining the transition from customization to purchase.
