Improving the end-to-end purchasing journey for the IONIQ car platform

Mobility & Cities

Hyundai Ioniq

The Opportunity

Hyundai’s response to the Toyota Prius platform is the IONIQ – consistent design, eco-friendly powertrains. Sales were not picking up as expected, and Hyundai reached out to figure out why, and how they could differentiate itself from their competition.

The Challenge

Launching the new IONIQ car platform in the market meant having to figure out a new purchasing experience with competitive pricing that leveraged their traditional dealer channels, but also met customers where they started their research, i.e., online. The challenge focused on creating a coherent experience for the full purchase process. 

The Solution

We mapped out the end-to-end purchasing journey, identified opportunities, and designed the ideal purchasing experience across both digital and physical touch points.

The Approach

/ Ideal Service Blueprint

We audited the complete purchase experience both online and offline, identifying differences between gas and electric vehicles. We uncovered that salespeople are most familiar with gas cars, so sales are skewed towards gas over electric. This, combined with the increasing importance of online research to savvy buyers on blogs and comparison sites, informed our experience design.

/ Visualize your EV life

We designed an IONIQ microsite for mobile and desktop, and incorporated a recommendation engine for potential buyers, helping them pick the best IONIQ model for their lifestyle.

/ 5-part lifestyle quiz

This 5-question quiz identifies the best type of IONIQ vehicle based on a consumer’s existing behavior, such as their spontaneity and planning, how attentive they are to their phone, and their accessibility to parking for plugging in. 

/ Personalized recommendation

At the end of the quiz, consumers find out which IONIQ fits their way of life, including descriptions about why this vehicle is the best choice for them. Early in the quiz we ask for their name, which personalizes the recommendation.

/ New concept exploration

In addition to the recommendation tool, we explored new concepts that improve the ownership experience of an electric car, from autonomous charging stations that come to consumers, to AI-powered assistants that help them manage their agenda and optimize commuting.

/ Generating IP for future use cases

Over twenty concepts came out of the ideation process which Hyundai is in the process of patenting and developing further, adding value to their diverse and vast R&D pipeline.


The IONIQ Visualize Your EV Life tool was launched globally, and together with the recommendations of the multi-channel approach, is increasing Hyundai’s market share in the US, with an annual growth rate of 30%.