Hyundai Genesis Home Showroom was an experimental smart TV app prototype allowing customers to explore the large premium sedan in 3D. Through the app, they were not only able to learn about its high-end features in the cutting edge 3D environment, but were also able to design and build their own model, browse their nearest dealers, book a test drive and have a live video chat with a dealer. Although my primary role was the UX designer, I was also responsible for research and coordination of content production including narration and sound.
As a designer, there were two main challenges that I encountered. The first was designing the UI on a 3D prototype run by remote control, a new type of UX that has never been explored by members of the team.
Second, was the fact that this project was targeting the US market, not to mention the new jargon in the realm of the automotive industry. Working in an agency based in Korea, we never had the experience of purchasing a car in the US. Though the client gave us directions and provided reference materials, it was our sole responsibility to research and familiarise ourselves with the dealership process.
First we started researching on the standard steps customers take when purchasing a car, and mapped those steps transforming into unique features we could take advantage of in smart tv app environment.
The 3D modelling of the car was produced by a German-based agency called Makevision, the team who also created the visual CG effects for Game of Thrones. The 3D prototype was not scheduled for completion until the later phase of the project and with a tight schedule we had to seek alternative options for the production of our UI design.
Without the actual prototype it was extremely onerous to imagine how the UI should be designed. Racing video games proved to be the most accessible means of gathering detailed information to further our understanding of the design process, and via multiple screenshots that detailed every angle of the simulation, we could enhance our repertoire of knowledge for the success of our prototype.
These screenshots were complied and prototyped in InVision to replicate the 3D environment, and the detail UI was iterated multiple times, based on the flow of the browsing interaction on-screen. For the smart TV remote control test, we were able to download an iPhone app that provided a similar TV remote control UI.
In order to learn more about the US car dealership and test our prototype, we surveyed a few dealers and customers who have an experience of purchasing a car in the US, which helped us to validate the IA and wireframes for 'Build & Price' and 'Book a Test Drive' sections. Through constant iterations and review with the client and Makevision, we were able to produce the final prototype.