Hyundai Smart Chat

Driving a Shopping Experience Fueled by AI

About The Client

The Hyundai Motor Company, commonly known as Hyundai, is a South Korean multinational automotive manufacturer headquartered in Seoul and founded in 1967. Hyundai is one of  the leading automobile manufacturers in the world.  

My Role

Design Director overseeing (3) UX/UI Designers, (2) Copywriters, (1) Editor, and (1) Business Analyst

Over $10 Million Engagement Revenue

Challenge + Opportunity

A Website in Need of a Turbocharge

Hyundai wanted to overhaul its website and take the B2C customer experience to the next level by incorporating artificial intelligence (AI) to make its website more friendly and usable. But while the company knew it wanted to innovate with AI, there was no clear plan to navigate the journey. Hyundai needed to establish a clear roadmap that identified realistic use cases, navigate the complex landscape of AI vendors and capabilities, and ultimately design and build this new experience. We helped Hyundai achieve its goals through AI platform selection, methodologies to define capabilities, and implementation and testing of the new B2Cshopping experience.

hyundai-screens

Solution Highlights

With the design approved, we needed to start working out the specific requirements of what we and the Hyundai team wanted the capabilities of the AI tool to do, such as providing the ability to answer magnitude questions (which could still provide an accurate answer if the following question was phrased slightly different), such as: 

  • What’s your biggest model? 
  • What’s your fuel-efficient model? 
  • What’s your fastest model? 
  • What’s your most powerful model? 
  • Which model has the most trunk space? 
  • Which model has the most seating capacity? 
  • Which model has the best electric range? 
  • What’s your most popular model? 

Parallel to that, we also began configuring and integrating the AI into the back-end of Hyundai’s current technology stack to automate the curation of information about the Hyundai lineup and features. We did this by securing access to Hyundai’s application programming interface (API) and content of the website so  the solution could  store vehicle data within the cloud for consumption by the AI virtual assistant. We engaged in multiple discussions in two-week sprints regarding how the capabilities would work in detail, followed by iterations of these requirements in a separate development environment. Once the iterations of the requirements were tested and approved, they were merged into Hyundai’s main development environment, tested, and deployed. 

Key Benefits

We created a natural way for users ask questions by having our AI understand customers that is present at all touchpoints. A vehicle guided experience, simple and educational. Contextual callouts strategically placed. Users can interact on mobile or tablet devices by our connected experience. The AI continues to learn as users explore different pages