Kia | Our Work | Konrad®

Movement That Inspires

Kia is a global automotive powerhouse producing 2.5 millions vehicles each year with over $50 billion in annual revenue. Kia launched a new global brand and market positioning which required a new digital experience that could reflect the bold transformation. Konrad worked with Kia to create a modern and forward-thinking website that represents Kia’s leadership position in the future of the mobility industry while featuring the the innovative and original products they offer.

Platforms

Web (Responsive)
Adobe Experience Manager

Roles

Product Strategy
User Research
UI UX Design
Interaction Design
User Testing
Quality Assurance

Deliverables

Responsive Web Design
AEM Implementation
Flexible Component Library
End-to-end Development
Digital Roadmap

Since its inception in 1944, Kia has grown to over 52,000 employees, exporting vehicles to 170+ countries through its network of more than 4,800 dealerships.

The Challenge

The introduction of a new global brand required a reinvention of the Kia website that brings the new brand story to life with an intuitive, high-performing, and optimized web experience. The project also presented a strategic opportunity to create a seamless customer conversation by bridging the gap between the online experience with the in-store dealership experience.

Repositioning a Global Brand

The Konrad team worked with Kia’s international stakeholders to uncover new ways to expand the digital brand that would not only reflect the new up-market positioning but also build on the brand guidelines with tailored digital design foundations and a flexible component library. This foundation unlocked a new information architecture, UX and an interface design system that brings the new brand to life and offers the flexibility to grow in the future.

Building a Brand Through UX

The majority of Kia customers begin their purchase journey online. With Kia’s dedication to customer experience, it was critical to provide a uniquely compelling way to explore and personalize their products. Leveraging our design thinking process, Konrad collaborated with Kia stakeholders to ideate and define detailed customer journeys that drove the creation of a refined experience, optimized for conversion.

User interface concepts explored with interaction design

Adobe Experience Manager

Konrad leveraged the capabilities of Adobe Experience Manager to support the new requirements, affording Kia a content solution that could scale the new design system, reduce overhead, and enable a single source of truth for data authoring, storage, and sharing. The Adobe Experience Cloud also plays a critical role in personalization, data analytics, and integrating existing infrastructure that is critical to Kia’s core operations.

Client Success

The new site has proven to be an intuitive, high-performing, and optimized web experience that “showcases the bold new direction to a new generation of Kia enthusiasts” (Kia Digital Marketing). Since the launch of the new site, Kia has seen a material impact on brand equity, customer engagement, and lead capture.