New York, US
HiHi : The Hyundai’s First Integrated E-Commerce App
Redefining Retail: Designing The Hyundai’s First Integrated E-Commerce Platform as South Korea’s Department Store Pioneer
Industry
E-Commerce
Client
The Hyundai
Team
Base Design
Role
Product Designer
Timeline
June – October, 2024 (5 Months)
Category
App Design
E-Commerce
HiHi : The Hyundai’s First Integrated E-Commerce App
Redefining Retail: Designing The Hyundai’s First Integrated E-Commerce Platform as South Korea’s Department Store Pioneer
Industry
E-Commerce
Client
The Hyundai
Team
Base Design
Role
Product Designer
Timeline
June – October, 2024 (5 Months)
Category
App Design
E-Commerce
HiHi : The Hyundai’s First Integrated E-Commerce App
Redefining Retail: Designing The Hyundai’s First Integrated E-Commerce Platform as South Korea’s Department Store Pioneer
Industry
E-Commerce
Client
The Hyundai
Team
Base Design
Role
Product Designer
Timeline
June – October, 2024 (5 Months)
Category
App Design
E-Commerce
Redefining Retail: Designing The Hyundai’s First Integrated E-Commerce Platform as South Korea’s Department Store Pioneer
Redefining Retail: Designing The Hyundai’s First Integrated E-Commerce Platform as South Korea’s Department Store Pioneer
The Hyundai, established in 1977 in Seoul, is South Korea’s largest retail department store distributor. Currently operating 20 offline department stores, The Hyundai has set its sights on a digital transformation, aiming to transition from its legacy as an offline retail leader to a unified e-commerce ecosystem.
As a Product Designer, I contributed to achieving the client’s digital transition goals by participating in the planning, digital structure development, and user experience design of The Hyundai's first mobile platform.
The Hyundai, established in 1977 in Seoul, is South Korea’s largest retail department store distributor. Currently operating 20 offline department stores, The Hyundai has set its sights on a digital transformation, aiming to transition from its legacy as an offline retail leader to a unified e-commerce ecosystem.
As a Product Designer, I contributed to achieving the client’s digital transition goals by participating in the planning, digital structure development, and user experience design of The Hyundai's first mobile platform.
Team
Creative Direction
Ross Gendels, Mirek Nisenbaum, Min Lew
Digital Design
Catherine Uhlrich, Kim Lê Boutin, Teo Kim, Ramona Tudosescu
Brand Design
Darius Wang, Haruka Cheung, Wu Tong, Kristina Bartosová (Design)
Mikey Kelly, Fabio Sobrin, Giang Hồ (Motion)
Project Management / Strategy
Vivian Valentin (Project Management)
Sarah Labuda, Thomas Pokorn (Strategy)
Assets / Production
Innocean (Advertising Video)
MHTL (Typography)
Final Launch
Final Launch
Launching Hyundai's New Digital Commerce Platform
Launching Hyundai's New Digital Commerce Platform
Launched in May 2026, HiHi is The Hyundai's new digital platform that extends its signature premium curation into the digital experience, making curated shopping accessible anytime, anywhere.
Launched in May 2026, HiHi is The Hyundai's new digital platform that extends its signature premium curation into the digital experience, making curated shopping accessible anytime, anywhere.
Problem Findings
Problem Findings
Korean local users found the global e-commerce search experience lacking and expected an intuitive approach tailored to their shopping behaviors
Korean local users found the global e-commerce search experience lacking and expected an intuitive approach tailored to their shopping behaviors
Global competitors like SSENSE, Farfetch, and MYTHERESA focus on delivering an intuitive search experience through a simple and minimal design approach.
Global competitors like SSENSE, Farfetch, and MYTHERESA focus on delivering an intuitive search experience through a simple and minimal design approach.
Research Findings
Research Findings
Korean users are more influenced by trends and peer reviews than global users, making social proof a key factor in their purchasing decisions
Korean users are more influenced by trends and peer reviews than global users, making social proof a key factor in their purchasing decisions
Potential user interviews and behavioral analysis revealed a clear difference between global and Korean local customers. While global users tend to prioritize product variety and efficiency in search, Korean customers are more influenced by peer reviews and social proof.
Potential user interviews and behavioral analysis revealed a clear difference between global and Korean local customers. While global users tend to prioritize product variety and efficiency in search, Korean customers are more influenced by peer reviews and social proof.
Project Goal / KPI Setting
Project Goal / KPI Setting
Increase total search activity and expand product discovery opportunities
Increase total search activity and expand product discovery opportunities
This project aimed to drive measurable growth in search volume and enable richer, more varied discovery paths within the app ecosystem.
This project aimed to drive measurable growth in search volume and enable richer, more varied discovery paths within the app ecosystem.
UX / Search
UX / Search
Transforming the Search Page into a Dynamic Discovery Touchpoint
Transforming the Search Page into a Dynamic Discovery Touchpoint
Unlike global competitors who treat search pages as static entry points, we saw them as a strategic space for surfacing trending products. By integrating real-time keyword rankings for trend-conscious Korean users, we designed a search experience that drives discovery and purchase intent.
Unlike global competitors who treat search pages as static entry points, we saw them as a strategic space for surfacing trending products. By integrating real-time keyword rankings for trend-conscious Korean users, we designed a search experience that drives discovery and purchase intent.
UX / Filter
UX / Filter
Contextual Keyword Suggestion for Smarter Discovery
Contextual Keyword Suggestion for Smarter Discovery
Users are offered up to three keyword suggestions based on their query. With a single tap, they can dive deeper into relevant results effortlessly.
Users are offered up to three keyword suggestions based on their query. With a single tap, they can dive deeper into relevant results effortlessly.
UX / Social Engagement (Profile Page)
UX / Social Engagement (Profile Page)
Visualizing Social Engagement to Motivate Trendsetters
Visualizing Social Engagement to Motivate Trendsetters
I introduced a reward badge section at the top of the profile page to reflect users’ social engagement. This feature encourages content creation by recognizing trendsetters and reinforcing their role in driving the platform’s culture.
I introduced a reward badge section at the top of the profile page to reflect users’ social engagement. This feature encourages content creation by recognizing trendsetters and reinforcing their role in driving the platform’s culture.
UX / Wireframe
UX / Wireframe
Designing Core Commerce Features Through Rapid Iteration
Designing Core Commerce Features Through Rapid Iteration
I created high-fidelity wireframes for the key commerce features of Hyundai's integrated online and offline app. Guided by user research, I designed experiences that could scale across a wide range of commerce categories, from food to luxury fashion. I worked closely with internal stakeholders and external partners in agile review cycles, rapidly designing, testing, and refining functionality for each page.
I created high-fidelity wireframes for the key commerce features of Hyundai's integrated online and offline app. Guided by user research, I designed experiences that could scale across a wide range of commerce categories, from food to luxury fashion. I worked closely with internal stakeholders and external partners in agile review cycles, rapidly designing, testing, and refining functionality for each page.
UI & Design System
UI & Design System
A Solid UI Design System for a Premium E-Commerce Experience
A Solid UI Design System for a Premium E-Commerce Experience
Built to highlight pricing with clear hierarchy, while seamlessly surfacing brand and product names. The system balances clarity and character—ensuring consistency across touchpoints without losing the premium edge.
Built to highlight pricing with clear hierarchy, while seamlessly surfacing brand and product names. The system balances clarity and character—ensuring consistency across touchpoints without losing the premium edge.
UI & Design System
UI & Design System
Collaborating with Base Design Team
Collaborating with Base Design Team
I collaborated with Base Design Team for the UI, branding assets. Based on the system we created, all the visuals and assets ended up having a seamless user experience with a premium touch.
I collaborated with Base Design Team for the UI, branding assets. Based on the system we created, all the visuals and assets ended up having a seamless user experience with a premium touch.
UI & Design System
UI & Design System
The solid design system was crafted to extend The Hyundai’s premium offline experience into the online ecosystem
The solid design system was crafted to extend The Hyundai’s premium offline experience into the online ecosystem
A comprehensive design system was built to shape the full digital app experience. Inspired by The Hyundai’s premium offline identity, the system was brought to life through a close collaboration with the Base Design team.
A comprehensive design system was built to shape the full digital app experience. Inspired by The Hyundai’s premium offline identity, the system was brought to life through a close collaboration with the Base Design team.