Redesigning the Hyundai website
Overview
Led the end-to-end UX redesign of the Hyundai Australia website, transforming a fragmented, product-led experience into a decision-led journey designed around how people actually choose a car. As the sole UX designer, I owned the experience from research and strategy through to detailed design and delivery.
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Role: Lead UX Designer
Duration: 12 months
Focus: UX Strategy · Product Design · Research · Information Architecture · Conversion
Results
29% increase in leads
driving more customers through to dealership engagement.
205% increase in price calculations
demonstrating significantly stronger engagement with high-intent decision tools.
A simpler path from discovery to conversion
connecting previously fragmented stages of the car-buying journey.
Greater pricing transparency and decision confidence, helping customers understand models, trade-offs and costs.
The Challenge
Choosing a vehicle online was unnecessarily difficult. Model differences, features and pricing were hard to understand and compare, while fragmented journeys created friction between initial exploration and dealership engagement.
The opportunity was to make a complex, high-consideration purchase feel simpler — while ultimately converting more customers into high-intent leads.
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The Solution
Re-architected the experience around the customer’s decision journey, creating a guided progression from exploration through comparison, pricing and conversion.
Behavioural insight, research and analytics informed a new information architecture alongside interactive decision-support tools, including dynamic pricing, structured comparison and progressive filtering. Together, these reduced cognitive overload and helped customers move from “What’s right for me?” to “I’m ready to take the next step.”
Highlights
Sole UX designer responsible for the entire Hyundai Australia website, across every page, flow and interaction.
Reframed the experience around customer decision-making, rather than internal product structures.
Redesigned the end-to-end journey across vehicle discovery, comparison, pricing and dealership conversion.
Created new decision-support tools including dynamic pricing, progressive filtering and vehicle comparison.
Led client and stakeholder engagement from initial sell-in through to design delivery and handover.
Project Highlights
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Led CX across 10+ cross-functional teams, aligning product, digital, retail, contact centre, fraud, legal, compliance and technology.
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Partnered with Mastercard on the rollout of biometric identity verification across Optus.
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Redesigned three fragmented channel experiences into one governed, app-led verification service.
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Used customer research, service design and market benchmarking to shift verification from a compliance interaction to a clearer, more trusted customer experience.
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Represented CX across executive and external stakeholder groups, regularly reporting experience direction to the CEO and SLT.
© 2026 Francesca Tschuchnigg