TRANSFORMING THE DIGITAL EXPERIENCE

EXPERIENCE FOCUS

Continuous improvement to deliver frowth

Technical replatforming
for Kia's dealer network

To help modernise and premiumise Kia’s dealer network’s website offering VCCP CX undertook a 6 month long UX and UI redesign and re-platforming of all 198 dealer websites in 2020.

Strategy

Through dealer consultation, analytics and journey mapping we defined a distinct role for the dealer websites in contrast to the national site. Key objectives include improving dealer visibility and lead generation across local searches and enabling customers to connect directly with local teams.

Design

The solution we designed allowed us to push national offers and information to dealers, as well as giving them the opportunity to customise content within the brand guidelines all enabled by a switch from Sitecore to Adobe Experience Manager.

The new platform has unlocked major content management efficiencies, resulted in greater consistency with the Kia brand and started to deliver a higher volume of leads direct to dealers.

The redesign and build of Kia's eco car section

In late 2020 I was asked to put together a squad to revisit the
Eco car section on Kia’s UK website in response to aggressive sales targets.

Strategy

Our research revealed that Eco buyers took much longer to make a purchase decision, didn’t understand the technology or ‘powertrain’ choices and were anxious about driving range.

In response we developed a strategy to explain and quantify the benefits of shifting to an Eco car, premiumise the Kia range and make selection simpler and more need, rather than tech led.

Design

Our recommendations led to a redesign of the section, the launch of tools such as the Electric vehicle Cost Calculator, SEO improvements and a range of new user-led pages and articles.

Results:

+100% growth in visits to Eco section from homepage
+18% increase in eco car test drive requests YOY
+33% average improvement across wider site tools

Kia Project Video

Watch the video about this project.

Video length: 1.53

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Digital customer service implementation

To overcome a drop in inbound visits due to COVID restrictions my I was asked to advise Kia UK on how to implement live support.

Strategy

Analysis was undertaken to identify the highest traffic sections of the site where the risk of consumers leaving without getting in touch with Kia was highest.

With this insight to hand we worked alongside the Customer Experience team to help shortlist, select, design and integrate a third party live chat service.

Design

The chat function was integrated across both dealer sites and the national site alongside a bespoke automated Adobe Analytics reporting system to track success and leads.

Results: