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Innovation's First Step: Hyundai Steelpipe Official Website UX/UI
CLIENT
DATE
SERVICE
INDUSTRY
Hyundai Steelpipe
2024.07
CXUX Consulting, Human-Centered Creative Design
Engineering & Construction, Manufacturing
On January 3, 2024, Hyundai Steelpipe officially launched as a newly independent corporation, separated from Hyundai Steel. This transition aims to strengthen its expertise in the steel pipe industry and accelerate its expansion into global markets. The move serves as a strategic foundation for growth into emerging sectors such as the U.S. energy market and offshore wind infrastructure. Collaborating with Saltcake, Hyundai Steelpipe is preparing for a new era by embedding its vision and strengths into its digital platforms, paving the way for its next leap forward.
Hyundai Steelpipe has officially launched as an independent company after spinning off from Hyundai Steel, positioning itself as a pioneer in the global steel pipe industry. With unparalleled expertise in manufacturing essential pipe products for the automotive, energy, and infrastructure sectors, Hyundai Steelpipe leverages over 50 years of industrial know-how and cutting-edge technology since its establishment in 1975. As Korea’s top-tier company in the steel pipe sector, Hyundai Steelpipe is committed to enhancing competitiveness and strengthening its market presence in the global steel pipe industry.
Strategic CX Approach: Positioning Hyundai Steelpipe as an Independent Global Leader
Since Hyundai Steelpipe’s split from Hyundai Steel in early 2024, Saltcake’s CX strategy has focused on building a distinct, independent identity for the newly formed company. Recognizing the need to establish Hyundai Steelpipe as a unique entity within the highly competitive global market, our CX approach leveraged the company’s storied history while emphasizing its renewed focus on the future. As a provider of essential steel-intensive components for critical sectors like automotive, energy, and infrastructure, Hyundai Steelpipe required a strategic customer experience that would highlight not only its extensive legacy and expertise but also its ambitions as an independent company.
Saltcake emphasized storytelling in this CX strategy to communicate Hyundai Steelpipe’s values and industry leadership. We wanted the website to act as a digital showcase of the company’s evolution, particularly targeting decision-makers in various industries who prioritize reliability, innovation, and sustainable practices. This strategic approach positioned Hyundai Steelpipe as a dedicated partner in advancing infrastructure, energy solutions, and mobility needs, highlighting its distinct competencies to appeal to both existing and new audiences across different markets.
UI/UX Design Strategy: Ensuring Functionality and Accessibility for Diverse User Needs
In translating our CX strategy into UI/UX design, Saltcake took a user-centered approach that addressed the broad range of Hyundai Steelpipe’s customer base, from B2B clients in automotive and energy sectors to potential investors and other stakeholders. The design focused on clarity, functionality, and an industry-driven aesthetic. Recognizing the need for a simple and efficient user journey, we organized the layout with a clear menu hierarchy and clean page structures that reduced cognitive load for users navigating the site.
To support Hyundai Steelpipe’s independent brand identity, we implemented a design language inspired by industrial aesthetics—subtle, neutral colors paired with professional typography. This created a visually balanced site that conveys both credibility and approachability. The layout ensured users could quickly locate key sections, whether seeking information about Hyundai Steelpipe’s extensive product catalog, their ESG efforts, or their innovations in safety and environmental standards. Every aspect of the UI/UX was designed to reflect Hyundai Steelpipe’s commitment to professionalism while supporting user needs for easy navigation and information accessibility.
Crafting Hyundai Steelpipe’s Digital Voice through Impactful UX Writing
A defining element of the Hyundai Steelpipe website was Saltcake’s UX writing strategy. Given that Hyundai Steelpipe was stepping out with a new identity, it was crucial to establish a digital voice that resonated with its international, industry-savvy audience. Saltcake proposed the tagline, “Connecting the World, Making the Future Bright,” as the central message for Hyundai Steelpipe’s homepage. This line effectively encapsulates the company’s global reach and innovative outlook, aligning perfectly with Hyundai Steelpipe’s mission to advance industries worldwide.
The tagline—and broader UX writing approach—was designed to unify Hyundai Steelpipe’s diverse product offerings under a shared vision. From the homepage to product details and corporate information sections, the language maintained an aspirational yet professional tone. It communicated the message that Hyundai Steelpipe is more than a steel pipe provider; it’s a catalyst for progress and a critical contributor to essential industries worldwide. By focusing on universal language with carefully crafted key messages, Saltcake ensured that Hyundai Steelpipe’s website had a clear, cohesive voice that would resonate across different cultures and sectors.
Examples of Creative UX Writing for Hyundai Steelpipe
Agile Development and Rapid Execution: Meeting Tight Timelines without Compromising Quality
A significant aspect of this project was the tight development timeline. Hyundai Steelpipe required a fully functional, sophisticated website within a limited timeframe. Saltcake employed an agile development methodology to meet this challenge, which allowed us to adapt quickly and maintain close collaboration with Hyundai Steelpipe’s internal team. By organizing daily syncs, our designers and developers could make swift adjustments to content, design, and functionality as needed, ensuring that we remained on track despite the high demands of the project.
This agile approach was essential for managing the complexities of Hyundai Steelpipe’s website requirements. We split the project into sprints, enabling faster iterations on the design and allowing early stakeholder feedback to be incorporated seamlessly. Saltcake’s structured development process ensured that all aspects of the site—user experience, design elements, and performance—were optimized within the limited timeframe. Our success in delivering a polished, professional site within this timeline underscored Saltcake’s capacity to execute high-quality projects efficiently without sacrificing the depth of strategic or design excellence.
Showcasing Hyundai Steelpipe’s ESG and Innovation Commitments: Building Trust through Transparency
As Hyundai Steelpipe strives to grow in a global market, their commitment to Environmental, Social, and Governance (ESG) principles is vital in distinguishing them from competitors. Saltcake incorporated an entire section dedicated to Hyundai Steelpipe’s ESG initiatives, helping users quickly access information on the company’s sustainability goals, carbon reduction efforts, and community engagement activities. By organizing this content into clear, visually accessible segments, Saltcake created a user experience that highlights Hyundai Steelpipe’s dedication to environmental responsibility and ethical business practices.
For the design, Saltcake adopted an earth-toned color palette with clean icons and data visualizations. These visual choices underscored Hyundai Steelpipe’s environmental consciousness without overshadowing the content. The layout encouraged users to explore Hyundai Steelpipe’s corporate responsibility initiatives in a way that felt both informative and accessible. This approach aligns with Hyundai Steelpipe’s ESG values and builds trust with users by making Hyundai Steelpipe’s commitments transparent and engaging.
Hyundai Steel Pipe’s essential role with Modernized visuals and Layouts
The new website for Hyundai Steelpipe was crafted with a single, powerful goal: to make the company’s complex role in global industry accessible, relatable, and visually engaging for users. Hyundai Steelpipe, with its specialization in industrial-grade steel pipes, plays an integral part in essential sectors like automotive, energy, and infrastructure. To communicate this importance, Saltcake developed a layout and content structure that bridges technical aspects with a user-friendly experience.
The Key Visual section features a powerful HERO area accompanied by important KPIs that highlight Hyundai Steelpipe’s achievements, integrated with our creative UX writing. Users can resonate with the company’s mission to simplify its complex operation while underscoring the role it plays in society. In the mid-section layout, we presented Hyundai Steelpipe’s core products in a way that conveys strength and reliability. Moving away from the traditional rounded pipe imagery, we introduced a more angular, structured design, visually reinforcing the idea that Hyundai Steelpipe’s products serve as foundational building blocks for essential infrastructure.
Brand consistency was maintained by integrating Hyundai Steelpipe’s core colors with subtle, secondary metallic tones to provide a future-forward touch. This combination of impactful visuals, streamlined layouts and a clear color strategy authentically represents Hyundai Steelpipe’s brand, role, and vision. This not only represents Hyundai Steelpipe as an accessible, trusted provider of steel-intensive solution but also emphasizes its vital role in the industries that shape society. Combination of impactful visuals streamlined layouts, and a clear color strategy, Saltcake has crafted something that truly represents the brand, role, and vision in a compelling and contemporary format.
Why Saltcake?
In creating a website for Hyundai Steelpipe, Saltcake developed a powerful, experience-driven platform that established the brand’s new identity while reinforcing its legacy as a trusted global provider. Each stage—from CX strategy to agile development, and from strategic UX writing to functional design—was crafted to ensure Hyundai Steelpipe’s values were reflected authentically and professionally. This website marks the start of Hyundai Steelpipe’s independent journey, setting a foundation for future growth, credibility, and customer engagement across global markets. Through our partnership, Hyundai Steelpipe has gained a digital presence that not only meets their current needs but positions them confidently for the future.
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