Bringing the brand online

Hyundai Card, the credit card of choice for the “Young and Premium”  lifestyle in Korea, is well known for its superior customer service, cutting edge card design, and exclusive events. Yet despite the company’s reputation for offline experiences, Hyundai Card struggled to create digital user experiences that fulfilled the company’s brand promise.


Transformation through strategy and org design

Through a combination of user research, company analysis, and design exploration, Smart Design created a more robust UX strategy, anchored in a mobile first perspective toward Hyundai Card’s digital products. In addition, as their UX design consultants, we identified key opportunities for a stronger UX design foundation, based in UX design principles that are more consistent with the brand and more effective UX organizational capabilities and processes.

A UX lab for a digital future

Based on Smart’s user experience design recommendations, Hyundai Card has established a new UX Lab. With an influx of new talent and improved processes, the UX Lab is implementing Smart’s roadmap, shifting its approach for web and app products, and paving the way for a digital future.