HMC EU CXUX Gap Analysis Research





Hyundai Motors Company


CXUX Consulting


The Hyundai Motor Europe CXUX Gap Analysis Project was initiated to enhance customer experience and improve the universality of the revamped global website. This project aimed to contribute to the effective construction and dissemination of the global website by conducting preliminary research in the European region and additionally gathering specific requirements from each market. Through this, Hyundai Motor intended to strengthen its brand image and market leadership.

* Due to the inclusion of significant strategic information, the detailed introduction of this project is restricted.

Hyundai Motor Company, a global automaker, introduced the world’s first mass-produced hydrogen car and luxury brand GENESIS. With a vision of “progress for humanity,” Hyundai leads in tech advancements for a brighter future.

Europe Market Status and Global Website Preliminary Research

This project aims to secure connectivity and standardization by conducting a preliminary study of the current status of the European market template and the global template. To achieve this, we focus on performing a gap analysis based on criteria such as Information Architecture (IA), content, and UI, while identifying the specific requirements of the European region.

01. Gap Analysis of European Market and Key Country Websites

We conducted a gap analysis between the existing European market templates and key country websites to identify discrepancies with the global website redesign. The focus was on addressing the diverse behaviors of customers across Europe and the specifics of digital commerce usage.

• Information Architecture (IA): Analyzed differences in menu structure and page volume.
• Content: Examined differences in key content offerings and functionality.
• UI: Assessed variations in user interface design.
• AEM Components: Analyzed differences in the use of Adobe Experience Manager components.

02. Gap Analysis Review and Market-Specific Requirements Collection

We conducted quantitative research to create visual graphs and statistical data from the results. Based on the gap analysis, we identified key gaps and provided detailed menu-level analysis along with “To-be” strategies and discussion points to the market. This process involved collecting detailed market-specific requirements, setting priorities, and defining the scope of application.

03. Preliminary Research and Implementation Planning

We developed an action plan defining the schedule for building the European pilot and the global template, along with the scope of project tasks. Translation and refinement work were also conducted on the final deliverables.

To support global expansion, we conducted a FIT-GAP analysis to design a detailed service that can accommodate both global access and localized services. Commerce channels must analyze legal notice content according to purchase and country-specific policies, while brand promotion digital channels should consider cultural tendencies over consistent content. Services prioritized by national policies must be provided, but the overall official digital channels should offer a consistent and seamless experience.

For example, in Spain, it is mandatory to display eco-label information alongside the product due to national legal requirements.

<Figure: Left – EU, Right – Spain>

<Figure: Top– EU, Bottom – Spain>

Project Expected Benefits

• Standardization: Facilitate maintenance and scalability by ensuring website structure and design meet global standards.
• Connectivity: Strengthen brand consistency by providing a seamless user experience between the European market template and the global template.
• Efficiency: Minimize trial and error and reduce risks during the global overhaul by pre-researching specific requirements for each country.


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