Genesis
Background
Genesis, Hyundai's luxury brand, quickly gained attention for its award-winning cars and emphasis on premium customer experiences. However, their digital presence failed to reflect the high standards of their vehicles and marketing. Despite attracting visitors with purchase intent, leads on Genesis.com were declining, with analytics showing a high abandonment rate. To solve these challenges, Genesis partnered with Razorfish for a comprehensive redesign and digital strategy overhaul.
My Role
As Creative Director, I played a pivotal role in the site redesign, collaborating closely with C-suite executives to identify pain points and align on key business objectives. I led a cross-functional team of writers, designers, and content strategists in the complete overhaul of Genesis.com. Together, we developed a modernized information architecture, refreshed voice and tone for digital, and a scalable design system to support business growth.
It all began with an insight
That kickstarted an evolution
What started as a simple site redesign turned into a strategic opportunity for the brand to meet its moment when it came to online shopping.
Attracting luxury disruptors meant we had to reposition each model and overhaul the experience to create a site that would take Genesis through the transformation of their brand.
User Experience
As we embarked on the redesign, our primary goal was to put visitors squarely in the driver’s seat and mirror the feeling of driving a Genesis for the very first time.
To achieve this, we created a frictionless, immersive user experience that highlighted each vehicle’s unique features and character. Every interaction was crafted to inspire curiosity, guiding users effortlessly toward a purchasing decision.
Voice + Tone
Genesis makes an exceptional product, but you would never know it from the way they previously talked about their cars. With humbleness and humility as core tenets of the brand, we had to find a way to say how incredible their cars are without steering the brand off course. So, we looked to vintage sports advertising (boxing and golf), the tech world, and understated celebrities like Meryl Streep to see how they exuded an aura of quiet superiority and effortless cool.
Model Positioning
Each model had to be positioned just right in the context of the lineup and the competition. These positioning statements reflect the purest essence of the new voice and tone, creating a north star for the narrative flow of the model pages and model storytelling.
Model Storytelling
We took inspiration from vintage boxing posters to position the Electrified G80 as a challenger in the EV space. With it’s distinctive front fascia, smooth parabolic lines and ultra-luxurious interior — the Electrified G80 needed to stand out online the same way it does in person.
The GV60 is the most distinctive vehicle in the Genesis lineup. With a European silhouette and seriously fun performance features, we leaned into what makes this distinctive both in the Genesis lineup and on the road.
AI CONCIERGE
The Genesis Concierge program is a white glove personal shopping service that makes it easy to find your perfect Genesis. The AI Concierge is a digital extension of the program that takes the idea of personalized shopping even further. Whether you’re new to the brand or a loyal Genesis customer, the AI Concierge is designed to make it easy to browse vehicle features, compare vehicles, and even shop by must-have features across the whole lineup.
Conversational Architecture
Using the Open AI platform, we designed a custom conversational experience that meets customers exactly where they are in their shopping journey. We started with a bank of 50 of the most common questions and answers based on site analytics and used them as training materials for the LLM. We then created three next best actions for each answer, so customers would always have clear next steps. Lastly, we created a series of micro experiences that could be served by the LLM at organic moments throughout the conversational flow.
Shop by Feature
Car shopping can feel overwhelming, with countless options, trims, and upsells to navigate. But with Shop by Feature, you can easily explore the entire Genesis lineup by selecting the features that matter most to you. Whether you’re browsing the full lineup or narrowing down a specific trim, Shop by Feature makes finding your perfect Genesis quick and easy.
Results
The launch of the new Genesis.com marked a significant milestone for the brand. The site was launched with zero accessibility errors, catapulting it to the top 5% of most accessible websites worldwide. Engagement increased almost immediately, with the average time on site increasing and a substantial increase in high-value action leads.
-
Most accessible websites worldwide
-
Increase in time spent on Model Pages
-
Increase in time spent on Genesis.com
-
Increase in Build Your Own lead conversions
