HYUNDAI REQUEST-A-QUOTE

Requesting your dream Hyundai in a digestible format
Role: Audit, User testing, Redesign, Client work

CURRENT LANDSCAPE

A key performance indicator for Hyundai Motors are click-through rates on their "Request-A-Quote" form.

Data showed many clicks on this shopping tool, but a low submission rate.

Hyundai's current form is separated into three columns based on vehicle, driver information, and dealership, and lives all on one webpage.

Forms shouldn't be daunting.

CHALLENGE

Redesign Hyundai's Request-A-Quote form to increase submission rates.

SOLUTION

Break up the form into small chunks to make it easily digestible for the user to complete the form, and click "Submit".

Make the form friendlier by taking out any duplicative input boxes, add a progress bar, and design large CTAs.

Current form design

PROPOSED DESIGN

By showing only one section at a time, this lets the user not feel overwhelmed at the information the user has to input.

Focusing on smaller tasks increases chances of completion by invoking a sense of “smaller victories”.

Interactions were kept at less than 6 per page.

Small successes and transparency are vital
to the user.

OPPORTUNITY FOR HYUNDAI

Changing the form into small digestible parts will result in a higher rate of submission rates which will result in higher customer leads.

This form can gather data on which model is most inquired by geolocation.

PROCESS

Wireframes of the Request-A-Quote form and an explanation of the user testing.

WIREFRAMES

AUDIT + USER TESTING

Hyundai's user base spans over multiple demographics across ~14 models. I asked a range of users from 18 to 45 years old to fill out the current form with no further instructions.

After testing 10 people, I noticed the following pain points:
STARTING POINT WAS VARIABLE
Some users would start at Step 2 and type their personal information first, while others would begin at Step 1 with vehicle information.
MISSED INFO BOXES
Three users would miss information boxes while filling out the form.
IGNORANCE
Half the tested users would ignore Step 3 and didn't realize they were supposed to interact with dealership box.

Two users would try to select a trim without realizing a powertrain was supposed to be chosen first.

TEAM --

Only me
for Innocean USA (real client work)